We know that Lufthansa is currently trying to work on its passenger experience, particularly on long haul flights. We’re seeing the airline progressively roll out its new long haul Allegris cabin concept, which includes a new first class and new business class, among other things.
However, that’s only part of what Lufthansa is changing, as the airline is also working on completely overhauling its soft product on long haul flights, which is long overdue. We’ve known for several months that this was in the works, but the airline has now officially announced this.
In this post:
Lufthansa teases “Future Onboard Experience” changes
2026 marks Lufthansa’s 100th anniversary. As part of this milestone, the airline claims it wants to fundamentally redesign its onboard experience, with something known as Project FOX (“FOX” stands for “Future Onboard Experience).
The idea is that the experience will be changed across all service classes, regardless of whether or not planes have the new Allegris cabins.
The changes are expected to kick in as of the spring of 2026, and Lufthansa claims that this will redefine flying on long haul routes and “underline Lufthansa’s premium claim.” Here’s how Lufthansa CEO Jens Ritter describes this:
“We are investing over 70 million euros in our new Future Onboard Experience in the next twelve months alone. We are thus investing in a top premium product, in the satisfaction of our guests and in the future of our airline. With more individuality, greater comfort and extraordinary Lufthansa Signature Moments, we are building on what has always characterized us over the past 100 years: being an attentive and unique host above the clouds.”
So, what all does Project FOX entail? The airline is still light on details, but highlights how “FOX stands for the fulfillment of individual wishes, for more flexibility, for comfort and premium, for human interaction and hospitality above the clouds with the unmistakable character of Lufthansa.” Here’s how the airline breaks down the points of individuality, comfort, and signature moments:
Individuality: passengers have more opportunities to shape their own flight experience. This is particularly evident in Business Class: with FOX, guests will be able to choose their second meal flexibly in future – exactly when it suits them. This concept offers a varied selection of savory and sweet dishes, snacks and hot meals. But the experience in Economy and Premium Economy Class will also become more individual: in future, guests will be able to choose from three meal options instead of two.
Comfort: Lufthansa will place even more priority on premium. High-quality amenities, upgraded textiles – and completely new tableware in all four classes. Modern and timeless at the same time. Because this is more than just functional: it is pleasant to hold, conveys value and underlines the premium experience on board.
Lufthansa Signature Moments: FOX also stands for special and unforgettable moments that only Lufthansa can create. The rose and the unique caviar service in First Class or the Avionic as a signature drink are unique selling points and examples of Lufthansa’s unmistakable signature. FOX picks up on these iconic service elements and further enhances the quality of the travel experience. When it comes to cuisine, a triad of home, variety and Lufthansa signature dishes can be tangibly experienced. Passengers can immerse themselves in different worlds of pleasure created by top chefs. Sometimes with a focus on the destination, sometimes inspired by the place of departure – always combined with a touch of anticipation.
Over the past several months, 180 Lufthansa employees and nearly 2,000 Lufthansa customers have been involved in this project, providing insights and feedback on new service concepts. We’ve also seen the airline trial some of the new service concepts on select routes.
Earlier this year, when there was first talk of Project FOX, a representative for Lufthansa’s flight attendants had the following to say about the current state of Lufthansa’s product, plus the planned changes:
“The need for a change of course in the on-board experience is unavoidable. A worrying complacency has manifested itself in the established structures. The former core of the brand — an authentic, distinctive service — has been systematically sacrificed to the red pen. The result: an increasingly interchangeable, emotionless product that has lost its appeal in all classes.”
Ouchhhh…
An overhauled Lufthansa soft product is long overdue
I’m delighted to see that Lufthansa is working on overhauling its soft product across cabins, and that these changes should be live within the next year (hopefully they’re using the traditional calendar, and not the Allegris calendar, when it comes to the timeline).
I’ve been flying Lufthansa regularly for around 20 years, and honestly, almost nothing has changed about the experience across cabins. It’s amazing how the airline hasn’t substantially overhauled its passenger experience, especially in premium cabins.
We’ve seen other European airlines invest in their product considerably. Air France has Europe’s best global business class, while British Airways has also nicely improved its business class. Meanwhile Lufthansa has changed virtually nothing. Unfortunately, I think the representative for Lufthansa flight attendants is spot on in explaining the current state of Lufthansa’s product.
Lufthansa has now started to tease the kinds of changes that we’ll see with Project FOX, and I can’t help but not be terribly impressed by what’s suggested. Okay, more flexibility with the second meal in business class, and three meal choices instead of two in economy? That’s an improvement, but does it really “underline Lufthansa’s premium claim?”
Ultimately Lufthansa doesn’t have to reinvent the wheel. For example, just looking at the carrier’s business class — roll out some industry leading bedding, and put a bit of effort into the meal presentation and quality, and that’ll go a long way.
Bottom line
Lufthansa is finally planning a full overhaul of its soft product, known as Project FOX, and it’s expected to debut in the spring of 2026. The goal is to completely update the passenger experience on long haul flights, from new catering concepts, to new bedding, to new amenity kits.
I’m very happy to see that Lufthansa is finally working on making some soft product improvements. We’ll see how this all plays out, as we’re starting to get some details. However, based on what’s being teased so far, it doesn’t sound like we’re going to see any revolutionary changes.
What do you make of Lufthansa’s planned soft product overhaul? What would you like to see change?
As a frequent flyer of LH, and a retired marketing executive, I have mixed feelings. On the whole, my wife and I have not been demonized by bad service on board. We have experienced some less than good service from gate agents. Unlike AA, you will anywhere from to four or five agents at the gates.
This is a major concern of mine. WAY TOO MANY FLIGHTS ARE SKED AT FRA. As a result, way...
As a frequent flyer of LH, and a retired marketing executive, I have mixed feelings. On the whole, my wife and I have not been demonized by bad service on board. We have experienced some less than good service from gate agents. Unlike AA, you will anywhere from to four or five agents at the gates.
This is a major concern of mine. WAY TOO MANY FLIGHTS ARE SKED AT FRA. As a result, way too many flts parked on apron. Another result of too many flights are delays in refueling, baggage loading, on-board crews delayed, oft times delays because catering not complete. Not sure this segment gets fixed. Suggest they cap flights internally at 2 hours. Anything less, by train, as in France.
And finally, major mgmt issues. Allegris should have never been approved as designed. New crew uniforms about to be be released. Years too late.
And finally, the main issue, problem, is executive mgmt. Plodding and devoid of innovation. I think all employees wake up in the morning, with two thoughts in mind. Will today be the day Spohr creates a new member of LH group, instead of paying employees what they are worth. And will this be the day Spohr finally retires.
Put another way, money talks, bullshit walks.
It may be named Project FOX, but I’m sure Lufthansa management really considers their customers as FOE.
So LH wants to invest 70 million Euros…per year?
They. Carry 131 million passengers a year. So they will invest an incremental €0,52 per passenger? Wow, how generous! Don’t spend it all at once.
It’s only about longhaul and it’s the extra initial investment. You cannot divide it into the pax numbers of the entire airline.
What irks me the most about LH‘s long-haul business class meal are the pre-plated main courses. Unappealing as cafeteria dishes and bland in taste ..
They also need to improve their hub in Frankfurt. Many long haul flights still use bus and stairs to get hundreds of passengers. Delays are common. On the positive side, I have noticed some upgrades to technology and communication to passengers, so little by little.
You all expect customer service friendly! ha.
LH has always been F O X. ;-)
I used fly them frequently, found LH F quite pleasant and the staff lovely.
My last flight with them was the final flight with them - treated my family appallingly in full cash (4 seats) J. It only takes one bad experience to sour the lot. Staff were unrepentant and airline apathetic, so my money and business go elsewhere
When airline actively hates its customers, it's gonna show no matter how many projects like this they implement. And when the focus is on cutting costs left and right, the premium experience can't be delivered no matter what.
Ben, for sentences like this one I love you:
"Lufthansa is currently trying to work on its passenger experience"
Focus ok trying, right?
Nothing more to add :D
They need to become a friendly airline first, be friendly to customers, especially ethnic minorities, and the management stops thinking the customers are not enemies or over entitled. They need to trains all front line workers especially Germany based ones. I rarely see friendly lh staff but do see actively hostile ones quite frequently. This applies to the cabin crew as well as the rep says...
Yeah this:
"be friendly to customers, especially ethnic minorities"
If you pass as traditional German stock you're fine. Too much skin pigment? Well, that's unfortunate, you're getting the treatment
„Avionic as a signature drink are unique selling points and examples of Lufthansa’s unmistakable signature.“
I have to agree 120%!! Who would wanna drink champagne if you can have an Avionic on Lufthansa.
Failing
Our
eXpectations.
Lufthansa has executed project FOX for so many years now. Yet they keep surprising us with even greater failures than expected.
I would be happier with POX, i.e. Post Onboard Experience.
Just roll back the many cuts into the past, and they're done.M
Sounds like a lot of "marketing speak" at this point which LH has always done well. Over promise and under deliver seems to be their motto as of late. The way they have talked about Allegris upgrades for 8 years you would think the entire fleet would be close to being refurbished but we all know that is NOT the case.
To be fair, much of the same might be said about British Airways. We've flown BA for nearly 50 years. For about 20 years, it has been in decline. And, it has an improvement initiative. The CEO said he wants to restore BA as a premium airline. Actions speak louder than words . . . and I don't see it coming to pass. Friends think the same. While I will still fly BA for certain routes, I've moved to Air France . . . even if it means connecting.
I get that I’m in the minority, but I’m actually very satisfied with the food onboard LH long-haul business. It’s generally tasty and they have good mid-flight snacks. I’ve flown TATL business on SAS, LOT, Austrian, KLM, Turkish, United, Air Canada and Lufthansa the last couple of years, with 10 or so flights on LH, and I think they’re above average.
Hopefully they will try at least once to get ahead of the market but I really doubt it. What has been said so far looks rather pathetic.
Are LH and AA leadership secretly communicating on strategy — on how to run an airline into the ground?
This is as batshit crazy as Fox News from onestarhansa
Lufthansa says future, so by 110th anniversary in 2036 we might see some changes.
The most fitting word in this article is 'complacency'. Stayed relevant despite it all due to suitable alternatives - KLMAF are too small and few connections, BA is far for most Europe and outside of Schengen. Complacency kept LH Group profitable. They can ask 1800 employees for comitee changes, Carsten and his directs are entirely responsible for all this for their...
Lufthansa says future, so by 110th anniversary in 2036 we might see some changes.
The most fitting word in this article is 'complacency'. Stayed relevant despite it all due to suitable alternatives - KLMAF are too small and few connections, BA is far for most Europe and outside of Schengen. Complacency kept LH Group profitable. They can ask 1800 employees for comitee changes, Carsten and his directs are entirely responsible for all this for their poor decisions and inaction.
"Because this is more than just functional: it is pleasant to hold, conveys value and underlines the premium experience on board."
My prayers are answered; when I consume food, it's important to me that the fork "conveys value." Lufthansa, you really know what matters most in this kooky world we call "flying."
I think you forget how every single review of an airline meal comments on whether the fork is metal or plastic and how badly the latter affects the overall value of the flight. It's heart-breaking. :(
@TravelinWilly - great comment, I had a good lough, thank you :-)
OOOH, SO THAT'S WHERE ALL THE MONEY WENT!
;-) :-) :-)
…. nobody will EVER really know, where LH money does go!
Well, as acronyms go, FOX is better than FOE.
Not so long ago I asked a LH FA (business) whether it would be possible to have a meal AFTER having a nap (it was night, I was exhausted), not immediately after take off (e.g. like in TK).
I got a long explanation why serving dishes individually is feasible only in the first class, but for business class that would be impossible, too much work and coordination, because there are too many passengers in...
Not so long ago I asked a LH FA (business) whether it would be possible to have a meal AFTER having a nap (it was night, I was exhausted), not immediately after take off (e.g. like in TK).
I got a long explanation why serving dishes individually is feasible only in the first class, but for business class that would be impossible, too much work and coordination, because there are too many passengers in business class etc.
She was kind enough to save a dish for me for later anyway, but pointed out that this was an exception.
Exactly what it is!
LH is going DOWN, the brand, the service overall and just as you write, even if the Cabin Crew would like to do what they enjoy doing (if they are good) at LH, it is often impossible!
The former FA in Business for the Galley Service is cancelled, there were times when LH could NOT afford lemons anymore on a flight or ice cubes , was all cancelled, …....
Exactly what it is!
LH is going DOWN, the brand, the service overall and just as you write, even if the Cabin Crew would like to do what they enjoy doing (if they are good) at LH, it is often impossible!
The former FA in Business for the Galley Service is cancelled, there were times when LH could NOT afford lemons anymore on a flight or ice cubes , was all cancelled, …. too costly and yes, LH usually has big Business Class compartments, but if you want to be 1 of many top league airlines, then LH is going the wrong way, since many years!
Management is the worst since years and just because this airline ruined many of it’s direct competitors on the market, does NOT mean the management did a good job!
LH is a thing of the past!
FOX sounds great as marketing, that’s maybe the reason, why FOX is NOT published yet on their home market?!?!
LH for sure an airline group to avoid! (for me and it seems with only 3 comments here by now, 2/3 agree with me too.)
Lufthansa used to be my home airline for twenty something years and I constantly requalified as a Senator. I would have called myself a fanboy.
Like most passengers I could just see over the years that all elements of soft and hard product went down the drain and the red pencil was more important then the voice of their customers.
This led me a few years ago to start giving my business to...
Lufthansa used to be my home airline for twenty something years and I constantly requalified as a Senator. I would have called myself a fanboy.
Like most passengers I could just see over the years that all elements of soft and hard product went down the drain and the red pencil was more important then the voice of their customers.
This led me a few years ago to start giving my business to BA, QA, AF and TK
And I learned some really impressive stuff with them. Which again leads me to giving my business nowadays to other airlines. I am avoiding Lufthansa wherever I can and even there new Allegris product is not tempting me. The fox program seems more like marketing than a break through for me.
I do believe that LH is trying to make the changes and maybe for new customers this will work but for me I am still voting with my wallet.
However I do wish for them that they can make the turnaround and become a true 5 star airline (and I am not saying again, because they never were.)
This also summarizes precisely my own history.
As we have seen with Alergis, a new product is not necessarily a step into the right direction. I fear that the new product will be determined by red pencil, once again (e.g., by serving sausages as a main course in premium cabins, using the argument that it is typical German, but actually it is just another round of cost saving).
so true!
I might even say, LH entire brand has gone in the wrong direction since many years, …. and if you as me, it was 99% mismanagement and focusing on the wrong things!
NOT trying to keep customers happy and employees loyal and offer the Service you advertise, but focusing too much on trying to destroy the competitors.
No matter of any cost!
Getting rid of expensive brands, employees and...
so true!
I might even say, LH entire brand has gone in the wrong direction since many years, …. and if you as me, it was 99% mismanagement and focusing on the wrong things!
NOT trying to keep customers happy and employees loyal and offer the Service you advertise, but focusing too much on trying to destroy the competitors.
No matter of any cost!
Getting rid of expensive brands, employees and cutting back on Service unless it’s sponsored.
LH-Group has built up to an unreliable and totally overpriced brand! (as recent numbers show and even the biggest investor has mentioned many times in recent years!)
I’m surprised, the most corrupted of them all in the management CEO Spohr is still in his chair? :-o
@Peter:
WOW … it seems i just read my own lines, when i saw your comment!
BRAVO … 100% my feeling about the entire LH-Group!
Well done! (too bad, NOT so well done from LH side!)
@Peter can you give some examples of elements that were cut? In the article, Ben said over 20 years nothing has changed.