Lufthansa to Reimagine Long-Haul Onboard Guest Experience for Their 100th Anniversary

Lufthansa has announced that as they prepare to celebrate their centennial anniversary in 2026, they will fundamentally redesign the onboard guest experience.  The ‘Future Onboard Experience’ (FOX) initiative aims to redefine flying on long-haul routes.

Lufthansa Launches 'Future Onboard Experience' (FOX) Initiative - Courtesy Lufthansa

On Thursday (September 24, 2025), Lufthansa announced that they will reimagine the experiences and processes for guests onboard long-haul flights.  As the carrier prepares to celebrate their 100th anniversary in 2026, they will invest €70 million in the next 12 months alone in the fundamental redesign of the onboard experience. This initiative, called the ‘Future Onboard Experience,’ or FOX for short, is set to redefine flying on long-haul routes, showcasing Lufthansa’s position as a premium global carrier.  The launch of FOX is planned for spring 2026

In Wednesday’s announcement, Lufthansa Airlines’ CEO, Jens Ritter, said,

“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.”

With Lufthansa’s long-haul fleet modernization, including Boeing 787-9 Dreamliners and Airbus A350-900s, plus the successful rollout of the Allegris onboard product, Lufthansa has already taken major steps towards the future.  As part of the FOX initiative, all service elements and onboard processes are now being revised, enhancing the entire experience on long-haul flights, in Economy, Premium Economy, Business and First Class, on aircraft with and without Allegris. 

FOX will also give passengers more opportunities to shape their own flight experience, especially in Business Class, where guests will be able to choose their second meal flexibly in future.  This concept offers a varied selection of savory and sweet dishes, snacks and hot meals.  The experience in Economy and Premium Economy Class will also become more individual, where guests will be able to choose from three meal options instead of two.  As part of FOX, Lufthansa will place even more priority on a premium travel experience, with high-quality amenities, upgraded textiles, and completely new tableware in all four classes. 

Additionally, FOX stands for special and unforgettable moments that only Lufthansa can create.  From the rose and the unique caviar service in First Class, to the signature ‘Avionic’ drink, these are just a few examples of Lufthansa’s unmistakable signature experience.  When it comes to cuisine, a triad of home, variety and Lufthansa signature dishes, all created by top chefs, can be enjoyed, sometimes with a focus on the destination, sometimes inspired by the place of departure.

Source: Lufthansa