“With Lufthansa Allegris, We Rebuilt the Stage – FOX Is the Play That Is Performed on It.”

Ms. Holzmann, what exactly is FOX about?

FOX stands for “Future Onboard Experience” – and that’s exactly what it’s about: rethinking, developing, and future-proofing the entire long-haul travel experience for our guests. This isn’t about isolated product upgrades, but rather a comprehensive evolution of our onboard offering across all travel classes. That includes culinary concepts, service processes, new equipment like tableware, and also new brand partnerships.

Lufthansa has just introduced the Allegris cabin redesign. Is FOX the next logical step?

Absolutely. I always say: with ​Allegris, we rebuilt the stage – FOX is the play that is performed on it.

What sparked this quality initiative?

The realization that our guests’ needs have changed significantly in recent years. To respond properly, small adjustments aren’t enough – we needed overarching goals.

What are those goals?

Our number one goal is greater individuality. In practical terms, that means more choice when it comes to meals and more flexible service elements that adapt to each guest’s personal rhythm.

But an aircraft is a shared space with fixed processes. How do you create more individuality there?

In ​First Class, we’ve always been able to offer highly personalized service. Now we want to extend that principle to other classes. For example, in ​Business Class, we’re eliminating the fixed second meal traditionally served before landing. Instead, on daytime flights, we’re introducing a concept called “Sky Selection”: within a certain time window, guests can decide for themselves what they want to eat – and when.

We’re also increasing choice in ​Economy and ​Premium Economy. On flights longer than ten hours, guests will soon be able to choose from three main courses instead of two.

Will there also be more options in First Class?

Yes, for example with amenity kits. First Class guests will be able to select the products in their personal kit from a menu.

What’s the second goal of FOX?

Comfort. In Business and First Class, the comfort level is already very high, so we’re focusing in particular on improvements in Economy and Premium Economy.

On long-haul flights, Economy passengers will now also receive an amenity kit with a sleep mask and earplugs. That’s actually a unique feature – no other European premium airline currently offers this.

We’re also positioning Premium Economy more clearly as its own travel class. For example, guests will receive slippers – something previously more typical of Business Class. We’ll also provide a hot towel for refreshing hands and face, which is especially welcome on long flights.

And goal number three?

We want to create more signature moments – experiences onboard that are uniquely Lufthansa and that build an emotional connection between the guest and the brand. Flying today is about much more than getting from point A to point B. People want to feel anticipation, be pleasantly surprised, and leave with lasting memories.

This goal is particularly visible in our culinary approach. We’re following a clear theme: variety, a sense of home – meaning distinctly German elements – and those special signature moments.

Can you give an example of a culinary signature moment?

In Business Class, we’re introducing a cake service – and it’s truly something to be celebrated. Flight attendants will serve cakes like layered torte, cheesecake, fruit cake, or sheet cake from a trolley.

It’s something familiar and typically German – many people immediately think of coffee and cake at their grandmother’s house. At the same time, it’s something that’s easy to understand internationally. We believe these kinds of moments can create real delight and lasting memories.

What about the other classes?

The ​caviar service from a trolley in First Class is extremely popular with our guests – and they’ve made it very clear: it has to stay. We’re even enhancing it further, with a caviar spoon and additional blinis.

In Premium Economy, there will be a small signature treat: a pastry served between meals on longer flights. It could be something like a warm cinnamon roll, with its aroma filling the cabin.

Lufthansa is also working with renowned chefs – such as Johann Lafer and ​Munich-based two-Michelin-star chef Christoph Kunz.

We’ve been working with Johann Lafer for some time on the Business Class culinary concept for short-haul flights – and it’s been very well received. So it was a natural step to involve him in the FOX long-haul concept as well.

Through him, we’ve also connected with exceptional producers, such as Vulcano, which supplies premium ham products, and Die Räucherei, whose smoked fish is served in Business and First Class.

Christoph Kunz is creating the First Class menus to deliver an especially exclusive culinary experience. We consciously chose a German chef so that the idea of “home” and “Germanness” also plays a role here.

Was that something guests specifically asked for – more German identity?

Yes, actually. International guests in particular told us: don’t be afraid to be more German. You’re a German airline – if you want a stronger identity, show it. We’re implementing that feedback mainly in our culinary offerings.

What role did guest feedback play overall in developing FOX?

Guest feedback was central from the very beginning. We conducted numerous test flights where individual elements – from menus to service processes to equipment – were tested under real conditions. We systematically analyzed the feedback and incorporated it into further development.

What impressed me personally was the passion with which our guests engaged and contributed ideas. Whether it was menu selection or direct conversations during test flights – you can really feel how strong the emotional connection to Lufthansa is. These weren’t superficial discussions; they were about details, expectations, and what Lufthansa means to people. Our guests didn’t just evaluate FOX – they helped shape it in a meaningful way.

Design also plays an important role in FOX.

Definitely. One example is the new tableware in Business and First Class. Of course, it has to meet many technical requirements and work well for the crew. But we also wanted to create something special, drawing inspiration from Lufthansa tableware of the 1960s and 1970s.

Some pieces feature a relief – placed exactly where guests are likely to hold them – creating a unique tactile experience.

We’ve also redesigned many smaller onboard elements, from salt and pepper packets to napkin bands and cutlery packaging. They will feature a design we call “Rise of the Crane”– an evolution of our iconic crane logo.

These elements will be introduced gradually, creating a consistent overall look with a clear design language across all classes.