Project Fox: Lufthansa Fully Revamping Passenger Experience

Lufthansa is in the process of updating its long haul hard product, with the introduction of the “Allegris” cabin concept. The execution there has left a bit to be desired, to put it mildly.

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. We first learned about this in January, but there’s now an interesting update, as test flights will be starting soon (thanks to aeroTELEGRAPH for reporting this).

Lufthansa plans “Project Fox” overhaul by 2026

A few months ago, Lufthansa Chief Customer Officer Heiko Reitz revealed that Lufthansa is currently working on “Project Fox,” with “Fox” standing for “future onboard experience.” Lufthansa’s net promoter score has plummeted in recent years, and the airline is looking to turn that around with this project.

So the goal is to completely revamp the soft product across all cabins on long haul flights. 180 Lufthansa employees from various departments have been tasked with “turning every single detail inside out,” ranging from plates, to glasses, to cutlery, to meal components, to pillows and blankets, to amenity kits, to entertainment. Essentially, everything is being looked at, and “revision of all service components” on long haul flights is on the table.

Nearly 2,000 Lufthansa customers have reportedly also been involved in the analysis of the weak points of the onboard service. Based on that feedback, the company has “developed 150 scenarios and 150 prototypes for new service components.”

The expectation is that the first elements of the project will be noticeable by the end of 2025, and in 2026, all measures will be implemented. 2026 is also Lufthansa’s 100th anniversary, so it’s an important year for the airline. Reitz promises that the onboard experience will “shine in a completely new splendor.”

A representative for Lufthansa flight attendants had the following to say about the current state of Lufthansa’s product, plus the planned changes:

“The need for a change of course in the on-board experience is unavoidable. A worrying complacency has manifested itself in the established structures. The former core of the brand — an authentic, distinctive service — has been systematically sacrificed to the red pen. The result: an increasingly interchangeable, emotionless product that has lost its appeal in all classes.”

Snnnnnapppp…

Lufthansa will perform “Project Fox” test flights

While the plan is for Lufthansa’s soft product changes to kick in on a widespread basis as of late this year or early next year, the airline will soon start trialing some of the new service concepts. In order to carefully analyze results, the new concepts will be tested in different cabins and on different flights. As it currently stands:

• Lufthansa will start trialing its new economy service as of late April 2025, on flights from Munich (MUC) to Los Angeles (LAX) and San Diego (SAN)
• Lufthansa will start trialing its new first class service as of early May 2025, on flights from Frankfurt (FRA) to Buenos Aires (EZE) and Johannesburg (JNB)
• Lufthansa will start trialing its new business class service as of late May 2025, on flights from Frankfurt (FRA) to Houston (IAH) and Newark (EWR)

Let me emphasize that the service on these flights might not reflect the final product, since the goal is to test various service concepts and get feedback. Nonetheless, it’ll be very interesting to see what Lufthansa comes up with. If anyone finds themselves on one of these flights, please do report back.

An overhauled Lufthansa soft product is long overdue

I’m delighted to see that Lufthansa is working on overhauling its soft product across cabins, and that these changes should be live by 2026. I’ve been flying Lufthansa regularly for nearly 20 years, and honestly, almost nothing has changed about the experience across cabins. It’s amazing how the airline hasn’t substantially overhauled its passenger experience, especially in premium cabins.

We’ve seen other European airlines invest in their product considerably. Air France has a solid soft product in business class, while British Airways has also invested very nicely in business and first class catering and bedding. Meanwhile Lufthansa has changed virtually nothing.

Unfortunately, I think the representative for Lufthansa flight attendants is spot on in explaining the current state of Lufthansa’s product. Look, here’s my concern, though — is Lufthansa’s current management team actually capable of revamping the experience?

I mean, based on the way they’ve handled the Allegris rollout, I’m not sure I’d trust them procure new blankets, bedding, plates, etc. I know they’re aiming for a 2026 rollout of these changes, but is that realistic, or are we realistically talking 2033, give or take?

Sadly, the only thing I have faith in Lufthansa Group management being able to do is to form new “creative” subsidiaries to reduce labor costs.

Bottom line

Lufthansa is finally planning a full overhaul of its soft product, as the airline has launched “Project Fox.” The goal is to completely update the passenger experience on long haul flights, from new catering concepts, to new bedding, to new amenity kits.

I’m very happy to see that Lufthansa is finally working on making some soft product improvements. We’ll even start to see some test flights with the new concepts in the coming weeks. So if you find yourself with an unfamiliar soft product onboard, now you know why.

What do you make of Lufthansa’s planned soft product overhaul? What would you like to see change?