Lufthansa is currently trying to improve its passenger experience, particularly on long haul flights. We’re seeing the airline progressively roll out its new long haul Allegris cabin concept, which includes a new first class and new business class, among other things.

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. This started in late March, when Lufthansa rolled out its new first class soft product, and this will be continuing this week, with a new experience across business class, premium economy, and economy.

The full details of the new experience have now been unveiled, but before we get into that, let me provide a bit of background.

Lufthansa hopes FOX will make it Europe’s best airline

2026 marks Lufthansa’s 100th anniversary. As part of this milestone, the airline claims it wants to fundamentally redesign its onboard experience, with a concept known as “FOX,” which stands for “Future Onboard Experience.”

The idea is that the experience is changing across all service classes, regardless of whether or not planes have the new Allegris cabins. FOX was rolled out in first class as of March 29, 2026, and it’s now being rolled out across business class, premium economy, and economy, as of May 6, 2026.

Executives at the airline claim that the goal of this project is to make Lufthansa Europe’s number one airline (which… I guess it’s nice to have dreams… but that sounds a little like my “goal” of winning the lottery, or something). Lufthansa claims that FOX will redefine flying on long haul routes and “underline Lufthansa’s premium claim,” and will be “setting new standards in premium travel.”

Here’s what Lufthansa CEO Jens Ritter had to say about this:

What all does FOX entail? As the airline describes it, “FOX stands for the fulfillment of individual wishes, for more flexibility, for comfort and premium, for human interaction and hospitality above the clouds with the unmistakable character of Lufthansa.” Here’s how the airline breaks down the points of individuality, comfort, and signature moments:

Over the past couple of years, 180 Lufthansa employees and nearly 2,000 Lufthansa customers have been involved in this project, providing insights and feedback on new service concepts.

Details of Lufthansa’s “Future Onboard Experience”

As mentioned above, Lufthansa’s FOX passenger experience launched in first class several weeks back, and it’s launching as of this week in all other cabins on long haul flights. Let’s share what Lufthansa claims the new service entails (rather than paraphrasing, I’ll just let Lufthansa make its pitch, because it’s not that long).

New Lufthansa first class inflight service

Here’s Lufthansa’s new first class inflight service, which debuted as of March 29, 2026:

New Lufthansa business class inflight service

Here’s Lufthansa’s new business class inflight service, which debuts as of May 6, 2026:

New Lufthansa premium economy inflight service

Here’s Lufthansa’s new premium economy inflight service, which debuts as of May 6, 2026:

New Lufthansa economy inflight service

Here’s Lufthansa’s new economy inflight service, which debuts as of May 6, 2026:

Bottom line

Lufthansa is finally rolling out its new passenger experience on long haul flights, referred to as FOX (Future Onboard Experience). This rolled out as of March 29 in first class, and is now debuting in all other cabins as of May 6.

Lufthansa claims that this is its biggest soft product investment in history, and that the airline hopes this will make it the number one airline in Europe. Ultimately I’d say these changes are evolutionary and not revolutionary. I actually just flew Lufthansa’s first class and experienced the new soft product, and walked away with a surprising conclusion. I’ll share that in a separate post shortly…

What do you make of Lufthansa’s aspirations with FOX, and the details of the soft product?