FOX is changing the long-haul flight experience. Photo: Lufthansa German airline Lufthansa is launching FOX, a new service experience for long-haul flights, which includes a comprehensive upgrade across all service classes and aircraft.
The launch marks one of the biggest moves in Lufthansa's history in the field of customer experience, and comes as part of the company's celebrations of 100 years of operation.
Lufthansa presents FOX (an acronym for Future Onboard Experience) as a new service concept developed over two years and based on three central principles: personalization, comfort, and unique signature moments.
All elements of the in-flight service have been updated: from meals to serving utensils, including a change in the service experience in all four flight classes.
The move includes an investment of over 70 million euros this year alone.
Lufthansa launches FOX. Photo: LufthansaIn Business Class, special emphasis is placed on the culinary hospitality experience, with new menus created by Chef Johann Laffer, personalized breakfasts, new serving utensils, and a unique dessert experience during the flight. In addition, the option to order a second meal at a convenient time for the passenger from a variety of dishes has been added.
In Premium Economy, the main meal has been upgraded with a selection of hot dishes, along with an expanded beverage selection and improved beverage service. Passengers will also receive slippers for increased comfort on long flights.
Significant changes were introduced in the Economy class, including a comfort kit with an eye mask and earplugs, a printed menu for the first time, new serving utensils, and expanded meal choices, including up to three hot dishes on particularly long flights.
Lufthansa's service revolution. Photo: Lufthansa GroupAlongside the service upgrade, Lufthansa carried out a large-scale logistical move: replacing approximately 187 million new items of equipment for operating the service, supplying hundreds of thousands of plates to the business class alone, and conducting comprehensive tests on more than 110 test flights.
The move is also based on extensive feedback from passengers and crew members, as part of a two-year development process that was tested at more than 50 airports worldwide.
FOX is expected to be integrated into all of the company's long-haul flights starting May 6, 2026, making Lufthansa's flight experience more uniform, personalized, and up-to-date across all service classes.
This is not the only change, of course, on the occasion of the company's centennial celebrations. Among other things, at the end of last month, Lufthansa launched a stopover program.
FOX is changing the long-haul flight experience. Photo: Lufthansa