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Lufthansa is preparing to introduce a personalized onboard experience through its new Future Onboard Experience (FOX) program, with an initial rollout focused on long-haul First Class in late March, followed by Business Class enhancements in early May. While much of the attention in recent months has centred on Lufthansa’s new Allegris cabins, FOX will extend emphasis on soft product, specifically personalization.
In business class, premium economy, and economy class, the FOX experience will roll out on May 6 and focus largely on a much more elevated dining experience with more meal options, drink options, and even dine-on-demand for the second meal in business class.
Lufthansa Personalized Amenity Kits for Premium Passengers
First Class
Starting in late March, First Class passengers will be the first to experience the updated amenity concept. Business Class passengers will follow in early May, receiving refreshed kits that include BABOR products such as lip balm and hand cream from the Soul & Body line.
In First Class, the offering goes a step further by including the DOCTOR BABOR Collagen Peptide Booster Cream (retailing at $190 CAD), one of the brand’s flagship skincare products.
Lufthansa will introduce the ability for First Class passengers to personalize their skincare experience through a dedicated onboard menu. Rather than receiving a fixed set of products, passengers can select additional skincare items tailored to their individual preferences and needs. This menu will include options such as eye cream, eye zone patches, a firming filler serum, and a moisturizing gel-cream designed to combat the effects of dry cabin air. Once selected, these products are delivered directly to the passenger’s seat by the cabin crew, mirroring the increasingly common practice of pre-selecting meals in premium cabins.
Business Class
On May 6, business class, premium economy, and economy class will receive FOX updates.
Business Class passengers will also see a noticeable upgrade through the introduction of premium skincare items in their amenity kits, marking a step up from traditional offerings, even without the full personalization component available in First Class.
The focus is on the dining experience with new menus by Johann Lafer. Breakfast will be more varied, from smoothies to French toast to omelets, and selection will be allowed the evening before if desired. There will be a new Lufthansa Signature Moment, featuring cake service to create a classic coffee and cake moment.
Lufthansa is significantly elevating the culinary experience by introducing dine on demand on long-haul flights for the second meal service with new options like tapas bowls and currywurst and macarons.
All this will be served on completely new tableware.
Premium Economy and Economy Class
Staying with the dining trend, Premium Economy will have a Business Class-level appetizer and three main-dish choices served alongside warm bread. Pastries and a slice of cake will also be new on offer, with an expanded, more frequent beverage selection now featuring a digestif. Premium economy passengers will also receive slippers.
Economy class passengers, for the first time ever, will receive an amenity kit with a sleep mask and earplugs. Modern tableware is also making its way to economy with new cutlery and a printed menu. Like premium economy, economy class passengers can expect an expanded drink menu.
On long-haul flights of over 10 hours, there will be three hot main dish options in economy instead of the current two.
Takeaway
I love this level of personalization in First Class. I don’t tend to use most of the products in an amenity kit, so the ability to choose what I want is clutch. The approach also reinforces the idea that premium travel is not just about space and hardware, but about how a passenger feels and experiences the touch points throughout the journey.
Business, premium economy, and economy class will have a significantly improved dining experience beginning May 10 with new tableware and new meal options. As FOX rolls out across cabins in the coming months, it will be interesting to see whether this approach remains a Lufthansa differentiator or becomes the next competitive frontier in premium air travel.
