Lufthansa seems to be serious about improving its short haul economy experience. While this is right now only being done in the form of tests, I have to imagine that this will be rolled out on a widespread basis eventually…
Lufthansa considers short haul economy improvements
In 2021, Lufthansa eliminated free drinks and snacks in short haul economy, in a move that reportedly saves the airline $0.66 per passenger. With Lufthansa’s current buy on board concept on short haul flights, each economy passenger receives a complimentary bottle of water, while all other food and drinks are available for purchase.
A few years in, Lufthansa is considering backtracking on this decision. The airline has been running tests, to see how bringing back more services in economy improves customer satisfaction. In July 2024, Lufthansa ran its first trial, whereby the airline reinstated free coffee and tea in short haul economy on select routes, while continuing to charge for everything else.
The airline is now planning on conducting yet another trial, reintroducing even more services. Per Frankfurtflyer, in September 2024, Lufthansa plans to run a test whereby it reintroduces a full range of complimentary drinks in short haul economy, including wine, beer, and soft drinks. This will only be done on select routes, so don’t expect it across the board.
Currently, European airlines are all over the place in terms of the service they offer in economy. Some airlines have an entirely buy on board concept in economy, while other airlines (like Aegean) still offer free drinks and substantial snacks in economy.
Why Lufthansa is backtracking on economy service cuts
Why is Lufthansa considering restoring more service in short haul economy? Well, executives at the airline have noticed that the carrier’s customer satisfaction scores have plummeted in recent years, and the airline is trying to start to change that. I’m of two minds on this topic…
As a consumer, I of course love to see airlines add back service. It’s disappointing the extent to which the gap has narrowed in recent years between ultra low cost carriers and full service carriers in Europe. I mean, honestly, what’s the difference between flying British Airways and EasyJet on a short haul flight in economy?
Unless frequent flyer programs or lounge access are a consideration, why should the average short haul economy passenger pay a premium to fly with a full service airline? There’s nothing “full service” about these experiences.
At the same time, I see where airline executives come from with service cuts. No one should choose to fly with a full service airline in Europe simply because they get a free soft drink or a bag of pretzels. Admittedly it’s supposed to be part of a larger suite of perks of flying with a full service airline, but let’s be real, those don’t really exist. Full service airlines in Europe largely have under 30″ of pitch, it’s not like they have seat back entertainment, and they also have fares that don’t even include carry-on bags.
I find it interesting how Lufthansa executives seem to be newly concerned about the carrier’s low net promoter score, and how much worse that has gotten over the years. I hate to say this and probably sound like someone in American Airlines management, but should executives at Lufthansa really care if people like the airline? Lufthansa is Germany’s only global airline. Germany also has less ultra low cost carrier competition than other European countries.
People typically fly Lufthansa over a competitor because the airline has the best schedule or offers the best value, and not because the airline has the best experience. Of course it’s great to invest in the passenger experience, but I’m not sure to what extent this will move the needle in terms of revenue.
Bottom line
Lufthansa is continuing to trial service improvements in short haul economy. In July, the airline ran a trial whereby it offered complimentary tea and coffee, and in September, the airline is expected to trial reintroducing a larger selection of complimentary drinks.
A bit over three years ago, the airline rolled out a buy on board concept in short haul economy. Each passenger has received a free bottle of water, with everything else available for purchase.
I’m happy to see the airline making some improvements. Here’s to hoping that the feedback from this experiment is positive, and Lufthansa ends up restoring more service in economy. If you do end up taking a flight where this improved service is offered, definitely complete the post-flight survey to share feedback, because it could make a difference.
What do you make of Lufthansa considering improving economy service?
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