Ahead of its 100th anniversary next year, Lufthansa is pulling back the curtain on an ambitious overhaul of its onboard experience. The airline’s new “Project FOX” (Future Onboard Experience) aims to reset expectations across all cabins, not just the new Allegris seats, starting in spring 2026.

Inside Lufthansa’s Project FOX: What It Means For Passengers

Project FOX is Lufthansa’s vision for a reimagined passenger experience. Beyond (very slowly) deploying new aircraft or new seats, FOX promises a soft-product transformation: new service concepts, more flexibility, upgraded amenities, and signature touches that reinforce Lufthansa’s “premium positioning.” Lufthansa says it will invest over €70 million in the next year alone toward this initiative, focusing on three pillars: individuality, comfort, and signature moments.

Sound vague? Here’s what we know so far, directly from Lufthansa:

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.

Lufthansa plans to begin testing FOX on a few U.S. routes starting in 2025, before scaling up across its long-haul network by 2026. Internal feedback and customer trials are already shaping prototypes and service concepts (almost 200 Lufthansa employees and 2,000 Lufthansa customers have been involved in Project FOX, and we will see trial routes later this year).

What I’d Like To See From Lufthansa

Project FOX has promise, but to truly validate the investment, Lufthansa must deliver more than marketing slogans. Some thoughts:

• Lufthansa’s joint venture partner United already offers more flexible dining in premium cabins, superior bedding, superior wine, three choices in economy class, and even a better pre-arrival meal l in economy class, particularly on flights from the West Coast to Europe or UK. Playing catch-up should just be a starting point…
• Some carriers now offer a full a la carte, dine-on-demand menu on longhaul flights; if Lufthansa staffs its flights adequately, it could offer this and it would be a game-changer than Air France-KLM and British Airways-Iberia do not offer
• Offering better bedding and pillows in economy class would be welcomed, though I know there would be pilferage concerns (which already exist in premium cabins…)
• A return of free beverages and snacks in short- and mid-haul economy class
• Free high-speed Wi-Fi internet in all cabins
• Power ports (at least high-powered) USB-C in all cabins on all planes

Most of all, I want Lufthansa to refrain from gaslighting us: these changes sound positive, but remember Allegris (the new hard product) was announced seven years before it debuted…I do prefer the way Japanese carriers do not announce positive announcements until they actually debut.

CONCLUSION

Lufthansa’s Project FOX is one of the most significant soft-product investments a major carrier has made in years. If executed well, it could restore Lufthansa’s reputation as a true premium flag carrier. But the devil is in the details. I am rooting for boldness, not gloss. Let’s see whether FOX becomes a milestone or just another empty promise.

image: Lufthansa