Lufthansa is in the process of updating its long haul hard product, with the introduction of the “Allegris” cabin concept. The execution there has left a bit to be desired, to put it mildly.
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 first learned about this in January, but there’s now an interesting update, as test flights will be starting soon (thanks to aeroTELEGRAPH for reporting this).
In this post:
Lufthansa plans “Project Fox” overhaul by 2026
A few months ago, Lufthansa Chief Customer Officer Heiko Reitz revealed that Lufthansa is currently working on “Project Fox,” with “Fox” standing for “future onboard experience.” Lufthansa’s net promoter score has plummeted in recent years, and the airline is looking to turn that around with this project.
So the goal is to completely revamp the soft product across all cabins on long haul flights. 180 Lufthansa employees from various departments have been tasked with “turning every single detail inside out,” ranging from plates, to glasses, to cutlery, to meal components, to pillows and blankets, to amenity kits, to entertainment. Essentially, everything is being looked at, and “revision of all service components” on long haul flights is on the table.
Nearly 2,000 Lufthansa customers have reportedly also been involved in the analysis of the weak points of the onboard service. Based on that feedback, the company has “developed 150 scenarios and 150 prototypes for new service components.”
The expectation is that the first elements of the project will be noticeable by the end of 2025, and in 2026, all measures will be implemented. 2026 is also Lufthansa’s 100th anniversary, so it’s an important year for the airline. Reitz promises that the onboard experience will “shine in a completely new splendor.”
A representative for Lufthansa 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.”
Snnnnnapppp…
Lufthansa will soon perform “Project Fox” test flights
While the plan is for Lufthansa’s soft product changes to kick in on a widespread basis as of late this year or early next year, the airline will soon start trialing some of the new service concepts. In order to carefully analyze results, the new concepts will be tested in different cabins and on different flights. As it currently stands:
- Lufthansa will start trialing its new economy service as of late April 2025, on flights from Munich (MUC) to Los Angeles (LAX) and San Diego (SAN)
- Lufthansa will start trialing its new first class service as of early May 2025, on flights from Frankfurt (FRA) to Buenos Aires (EZE) and Johannesburg (JNB)
- Lufthansa will start trialing its new business class service as of late May 2025, on flights from Frankfurt (FRA) to Houston (IAH) and Newark (EWR)
Let me emphasize that the service on these flights might not reflect the final product, since the goal is to test various service concepts and get feedback. Nonetheless, it’ll be very interesting to see what Lufthansa comes up with. If anyone finds themselves on one of these flights, please do report back.
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 by 2026. I’ve been flying Lufthansa regularly for nearly 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 a solid soft product in business class, while British Airways has also invested very nicely in business and first class catering and bedding. 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. Look, here’s my concern, though — is Lufthansa’s current management team actually capable of revamping the experience?
I mean, based on the way they’ve handled the Allegris rollout, I’m not sure I’d trust them procure new blankets, bedding, plates, etc. I know they’re aiming for a 2026 rollout of these changes, but is that realistic, or are we realistically talking 2033, give or take?
Sadly, the only thing I have faith in Lufthansa Group management being able to do is to form new “creative” subsidiaries to reduce labor costs.
Bottom line
Lufthansa is finally planning a full overhaul of its soft product, as the airline has launched “Project Fox.” 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 even start to see some test flights with the new concepts in the coming weeks. So if you find yourself with an unfamiliar soft product onboard, now you know why.
What do you make of Lufthansa’s planned soft product overhaul? What would you like to see change?
Given the amount of small cutbacks on the brilliant Austrian Airlines' business class, I have zero faith on Lufthansa's whatever project. As of this point, they just need to serve more food in business class, before changing anything else. Lufthansa has a huge premium cabin so personal service is hard to accomplish, but honestly if they just add one more F/A to the J cabin, the service will improve immediately.
I am not optimistic...
Given the amount of small cutbacks on the brilliant Austrian Airlines' business class, I have zero faith on Lufthansa's whatever project. As of this point, they just need to serve more food in business class, before changing anything else. Lufthansa has a huge premium cabin so personal service is hard to accomplish, but honestly if they just add one more F/A to the J cabin, the service will improve immediately.
I am not optimistic about Lufthansa given how the new intra-European business class food service manages to be even worse than the Taste of Heimat. Let hope the cutbacks are not that bad. Honestly there is no need to come up with fancy name or panel. Just need to spend more money on the product with increasing crew members, serving better and more food, and treat every staffs well. Then you will get a good product and restore your reputation!
I think the acronym is perfect: Future Onboard Experience - FOE, as in the way Lufthansa's rather inept management seems to view the passenger. This all sounds pretty on paper but Spohr and his cronies haven't exactly done much to improve things for passengers in the last several years so I'll believe it when I see it. Talk is cheap, whiskey costs money.
Every time LHG Lufthansa wants to ‘modernise/change/improve ‘ something……..
Bulls@@t!
It’s just more cost cutting. They make the customer experience worse bc the provider has a smaller budget but LH dress it up like some new improved blah blah blah.
The day the CEO of American speaks like the Lufthansa representative will be the day when American will stop lagging behind the 2 other "Big 3". I do not anticipate it to happen.
would love for LH to up their game in First Class wine offerings. Most are in the $18-30 price range. REALLY?
It’s Germany. They know more about good beer.
They make the best Rieslings in the world, and the winemakers of France, Austria, and Italy are literally next-door, should they need to ask for advice.
"shine in a completely new splendor.”
Lol, I hope this "new splendor" includes black coffee and tea.
Flew Lufthansa First Last year MUC --> LAX and the main course I picked (a paste dish) was shockingly poorly executed. The pasta was very over-cooked, and fell apart on the fork. It tasted of nothing as well. It was so bad, I couldn't eat it. The meals I had on biz class Qatar were better than what I had on Lufthansa First.
The crew on the Lufthansa flight were amazing (so too the Qatar...
Flew Lufthansa First Last year MUC --> LAX and the main course I picked (a paste dish) was shockingly poorly executed. The pasta was very over-cooked, and fell apart on the fork. It tasted of nothing as well. It was so bad, I couldn't eat it. The meals I had on biz class Qatar were better than what I had on Lufthansa First.
The crew on the Lufthansa flight were amazing (so too the Qatar biz crew). The Lufthansa First ground experience was out of this World good. The Qatar ground experience at SFO, particularly the over-crowded gate and lack of lines to queue, was a shambles.
I flew them in December and had eaten in the lounge so asked them to bring me the main meal when I woke up. They didn't, and when I asked them about it they advised that it was so bad that they decided to throw it away (obviously I have no way of knowing whether it ended up as a crew meal). They did find something else which was absolutely fine, but it's ridiculous that they can get away with charging a huge premium over business class for that level of service.
A member of the crew ate it, guaranteed.
That's probably the reason why they couldn't sell F seats around the peak Christmas period and they had to offer availability on partner airlines. Not complaining as mt my extra miles saved me an additional connection and the cost of that intra-Europe Y ticket, but they've made sure I will never have any interest in their €3-4k offers (let alone anything that involves paying more) for their questionable F service. I'd rather fly Turkish Airlines...
That's probably the reason why they couldn't sell F seats around the peak Christmas period and they had to offer availability on partner airlines. Not complaining as mt my extra miles saved me an additional connection and the cost of that intra-Europe Y ticket, but they've made sure I will never have any interest in their €3-4k offers (let alone anything that involves paying more) for their questionable F service. I'd rather fly Turkish Airlines in business than LH F.
That was meant to say that they were offering first class award availability using partner miles, not that they were selling revenue tickets that exclude other airlines.
I think they did a good job analyzing where LH stands - it has basically gotten stale - but I also have to say that I still prefer the LH soft product to UA, AA or DL, and don't really mind between all of their hard products. I fly a lot of different carriers TATL. BA has better food with Do&Co (which proves that an airline can improve when it wants to), and I like...
I think they did a good job analyzing where LH stands - it has basically gotten stale - but I also have to say that I still prefer the LH soft product to UA, AA or DL, and don't really mind between all of their hard products. I fly a lot of different carriers TATL. BA has better food with Do&Co (which proves that an airline can improve when it wants to), and I like the AF soft product as well. Now, if they also improved Swiss and SN, that would be good. But if they improved SN, it just wouldn't be Belgian.
Just flew LH biz round trip. They could go a long way just by cleaning the planes. Both ways my seats were dirty. Literally trash and crumbs.
Airlines Don't Come Up With Dumb Codename For New Feature Challenge (Impossible Difficulty)
To be fair, the comments about service suffering for the "red pen" might be made about a number of other airlines. Talk to any Brit about British Airways and you'll get an earful. Many Americans will sing the same song about AA. While BA and AA are currently saying they want to restore their former reputations, there is little evidence of any action being taken . . . at least, in terms of in-flight service. So, will LH be like BA and AA or will it truly change?
If they want to improve across all cabins then it is not sufficient to replace cutlery, plates, and stuff. I don't know about business and first class on Lufthansa, but in economy it would be a start if their cabin staff would be willing to work. Not telling the passenger after being two hours into a 9-hour flight, "I want my shift to be over."
When approaching destination it would be a good idea...
If they want to improve across all cabins then it is not sufficient to replace cutlery, plates, and stuff. I don't know about business and first class on Lufthansa, but in economy it would be a start if their cabin staff would be willing to work. Not telling the passenger after being two hours into a 9-hour flight, "I want my shift to be over."
When approaching destination it would be a good idea to collect trays and trash.
Since one needs to put tray tables up pax need to place their trays on the floor.
Last two hours before landing? Don't expect to see any flight attendant. I guess they are all occupied with going on a strike to fight for better work conditions ...
Lufthansa customer service means you serve yourself and you'll be happy about it or else!
So it will take Lufthansa at least 7 years to roll things out, with over-designed, variable, and weird outcomes. No thank you.
asking the important questions...
'During extensive research, our customers expressed their desire for Lufthansa to champion German cuisine and create an ambience that makes passengers feel just like at home. As a result, we have decided to revive the Tasting Heimat concept and roll it out to our premium long-haul cabins, giving passengers of our iconic First Class the opportunity to try our mystery sandwiches for the first time ever.'
German cuisine.
They’re going to fux it up. Perhaps each biz sit should have a different food pairing. For example, the extra long bed seat could come with a longer bratwurst, while the classic seat comes with unlimited Jägermeister to drown your sorrows.
Hahahaha well done See, D. Was gonna go for something like that - tiered meals in business class. Of course. Maybe even tiered lavs in business class as well.
Imagine ALL the upgrade opportunities!
Its odd that they wouldn't trial their new F and J experience as they roll out their new seats. Would make sense to roll out both at the same time.
Eh, not really. Assuming they’re planning to measure this in part by comparing survey scores to current baselines, that would just be a confounding factor. If you’re testing, you always want to just change one variable at a time.
I consider my life a success morally because I have not behaved like Frank Lorenzo, Alex Cruz, or Carsten Spohr. That's it, that's the comment :)
After being senator for several years, I have totally had it with Lufthansa and they have completely lost my business. I live in an LH hub and fly intercontinental J at least 8-10 times a year. I avoid flying LH group airlines as much as possible and a revamp of their soft product isn’t bringing me back. I’ve flown Allegris J a few times and that’s not going to do the trick either. Poorly run airline with incompetent management.
Would be great to read a report on it early on - there was a good LH F fare I commented on your Allegris post from BLR - MUC - FRA - JNB where you could try both the new F seat and F soft experience in one long trip.