Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links below. This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
As Lufthansa approaches its 100th anniversary in 2026 (American is also hitting 100 then), the airline is preparing to celebrate this milestone by completely redefining the onboard experience for long-haul travelers. The ambitious initiative, called FOX (Future Onboard Experience), will launch in spring 2026 and represents a big step forward in Lufthansa’s mission to set new standards for premium air travel.
FOX is designed to transform every aspect of the journey, from Economy to First Class, with a focus on individuality, flexibility, and comfort, while delivering the level of hospitality that has become synonymous with Lufthansa. Lufthansa has already begun modernizing its fleet with next-generation aircraft like the Boeing 787-9 and Airbus A350-900 (along with the rollout of its Allegris). FOX builds upon this progress, bringing a holistic redesign of service elements and processes across all four cabin classes. Whether passengers are flying Economy, Premium Economy, Business, or First Class, FOX will introduce tailored services and premium upgrades to elevate the experience.
Three Pillars of the FOX Vision
1. Individuality: Personalized Travel Experiences
FOX places a strong emphasis on customization to allow passengers to shape their journey according to their own preferences. This includes:
- Business Class Flexibility: Guests can now choose their second meal at any time during the flight (selecting from a varied menu of sweet and savory dishes, snacks, and hot meals).
- Economy and Premium Economy Choice: Passengers will have three meal options instead of the traditional two.
This increased personalization reflects Lufthansa’s goal of making every passenger feel valued and unique (no matter their class of service).
2. Comfort: Elevated Premium Standards
FOX introduces upgraded amenities and design elements that balance modern functionality with timeless elegance. This includes high-quality amenities and textiles across all cabins, including:
- Completely redesigned tableware.
- A premium atmosphere that makes every touchpoint feel luxurious (from blankets and pillows to glassware and cutlery).
By focusing on comfort and quality, Lufthansa is reinforcing its reputation as a global leader in premium travel.
3. Lufthansa Signature Moments: Creating Lasting Memories
At the heart of FOX are Signature Moments. These are designed to create unforgettable experiences that are uniquely Lufthansa.
- First Class Icons: The signature rose and renowned caviar service will remain centerpieces of the First Class experience.
- Exclusive Drinks: The Avionic signature cocktail returns as a standout offering for discerning travelers.
- Culinary Excellence: A “triad” of dining experiences will blend home-inspired dishes for comfort, variety (reflecting global flavors and trends), and Lufthansa Signature Dishes that are crafted by top chefs and inspired by destinations or departure points.
The launch of FOX coincides with a landmark year for Lufthansa as the airline celebrates 100 years since the founding of the first Lufthansa in 1926. FOX represents not just a celebration of the airline’s past, but also a commitment to shaping its future and ensuring Lufthansa continues to stand out as a pioneer in innovation and premium service. Lufthansa will invest over €70 million in the next year focused on the FOX initiative.
Jens Ritter, CEO of Lufthansa Airlines, said:
We are investing over 70 million euros in our new Future Onboard Experience in the next twelve months alone. We are thus investing in a top premium product, in the satisfaction of our guests and in the future of our airline. With more individuality, greater comfort and extraordinary Lufthansa Signature Moments, we are building on what has always characterized us over the past 100 years: being an attentive and unique host above the clouds.”
Anthony’s Take: I love Lufthansa First Class and the airline in general. I’m excited to see what these changes bring as the carrier hits 100 years.
(Image Credits: Lufthansa.)
User Generated Content Disclosure: The Bulkhead Seat encourages constructive discussions, comments, and questions. Responses are not provided by or commissioned by any bank advertisers. These responses have not been reviewed, approved, or endorsed by the bank advertiser. It is not the responsibility of the bank advertiser to respond to comments.
Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
