Lufthansa launches FOX premium onboard experience starting with First Class

• March 31, 2026
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Lufthansa has officially launched its new FOX, or Future Onboard Experience, in First Class, marking the first stage of a major overhaul of the airline’s long-haul service proposition as it sharpens its premium positioning in its centenary year. The new service went live on 29 March 2026, with wider rollout across Business Class, Premium Economy and Economy expected from May.

The programme represents one of the largest investments in Lufthansa’s onboard customer experience to date. The airline said it is investing more than €70 million in its long-haul service, with FOX developed over two years and shaped through more than 110 test flights, feedback from over 500 crew members and input from more than 9,000 guests.

For premium travellers, the most immediate changes are in First Class, where Lufthansa has introduced a new fine-dining concept created with Munich-based two-Michelin-starred chef Christoph Kunz. The refreshed offering includes curated trilogies across the amuse-bouche, starter and dessert courses, while guests can choose either a single main course or a tasting menu. Lufthansa is also retaining its established caviar service, now enhanced with blinis and served with a new mother-of-pearl spoon.

The drinks proposition has also been elevated, with Lufthansa naming Veuve Clicquot’s prestige cuvée La Grande Dame as its First Class house champagne, alongside a rotating selection of other premium champagnes. New cocktails, long drinks and mocktails also form part of the broader beverage refresh.

On the amenity side, Lufthansa has partnered with BABOR for a more personalised wellness offer. First Class passengers can now select skincare and cosmetic products from an amenity menu, with items then delivered to their seat by the cabin crew. Lufthansa says the BABOR partnership forms part of the wider FOX concept, which is designed to lift service standards across the long-haul journey rather than focus solely on seat hardware.

For business travellers, the significance of FOX lies beyond First Class dining theatre. Lufthansa is positioning the concept as a broader service-led premium upgrade across all long-haul cabins, complementing its Allegris cabin investment with a more personalised onboard experience. That suggests a stronger focus on consistency, flexibility and softer service touches that can materially shape long-haul satisfaction, especially for premium corporate travellers. This is an inference based on Lufthansa’s stated strategy and rollout plan.