First Class Reimagined: More Premium, More Personal at Lufthansa

Today, travelers expect more than simply being taken from point A to point B – especially when flying with an airline with a tradition of premium service. Lufthansa is using its 100th anniversary as an opportunity to further refine the onboard experience, from Economy to First Class. "Future Onboard Experience," or FOX, is the name of the initiative. "FOX isn’t just a single product upgrade – it’s a comprehensive evolution of our onboard offering," says Yana Holzmann, who is leading the complex project. Her goals are greater individuality, enhanced comfort, and distinctive signature moments.

More Individuality in Lufthansa First Class: A More Personalized Service

In ​First Class, the focus is less on sweeping changes and more on thoughtful refinements. A key approach to achieving this is increased personalization. For example, guests can now curate their own amenity kit. On board, they receive an amenity menu and can select from a wide range of personal care products, which are then assembled into their individual kit. The cosmetics are provided by premium German brand Dr. Babor.

The culinary experience is also being perfected. Guests will be able to enjoy tasting menus – and for flights departing from Germany, a multi-course offering created by Munich-based, two-Michelin-star chef Christoph Kunz. "In First Class, our aim is to become even more exclusive," Holzmann says of the collaboration. Kunz, who runs the restaurant KOMU in ​Munich, is known for his precise, minimalist cuisine that creates exceptional moments of indulgence with just a few components.

One defining element remains unchanged: the caviar service. It has been a hallmark of Lufthansa First Class for years – just like the red rose, a tradition dating back to the 1950s. "We didn’t just design FOX for our guests – we designed it with them," says Holzmann. "And they made it very clear that the rose and ​the caviar service must stay." The latter is now presented even more elegantly, with blinis and classic mother-of-pearl caviar spoons.

New Signature Moments and Details: The New First Class Experience

Signature moments play a central role throughout. "We want to create experiences you can only have with Lufthansa," says Holzmann. Many of the enhancements are in the details, subtly contributing to a cohesive overall experience. These include the newly designed menu and beverage list, where guests will find a curated selection of cocktails and mocktails – including, of course, the iconic Lufthansa aperitif, Avionic.

As a staple offering, passengers can now look forward to the vintage Champagne Veuve Clicquot La Grande Dame, complemented by an additional Champagne option.

Comfort has always been a defining feature of Lufthansa First Class, yet even here, thoughtful refinements have been made. The loungewear has been redesigned with a more modern look and a new memory foam pillow has been introduced – both practical and elegant. These aren’t dramatic changes, but they are precisely the kind of enhancements that make the difference when perfectly executed.