The German airline Lufthansa aims to revitalize its long-haul flights and is working on an improved service concept under the project name Fox. The first test flights with this revamped service will depart from Munich to San Diego and San Francisco at the end of April.
In recent years, Lufthansa has faced declining customer satisfaction. The cabin crew union has even described the airline’s service as an increasingly interchangeable and emotionless product that has lost its appeal in all classes. This sentiment is echoed in multiple online reviews, which have been largely mediocre.
To reverse this trend, Lufthansa aims to reclaim its position at the top of the aviation industry. A key pillar of this strategy is the introduction of the new Allegris cabin, which now also features a revamped First Class. In addition, Lufthansa plans to significantly enhance its service on long-haul flights. To achieve this, the airline launched Project Fox—short for Future Onboard Experience—in 2023. Since then, around 180 employees from various departments have been analyzing all aspects of the onboard experience across all travel classes. This includes a review of tableware, food and beverage offerings, pillows, blankets, and amenity kits.
The first visible results of the project are expected by the end of 2025, but Lufthansa will soon begin test flights to evaluate the planned Premium Economy and Economy Class improvements. The official rollout of these enhancements is scheduled for 2026.
Lufthansa may also be drawing inspiration from recent service improvements at its subsidiary, Swiss. Under the Swiss Senses initiative, the airline introduced a series of changes to strengthen its market position. At the end of 2024, Swiss launched new amenity kits in First Class, followed by improved blankets and pillows in Business Class. In March, Swiss announced a significant upgrade to meal offerings in Premium Economy and Economy Class on long-haul flights.