Lufthansa Transforms Long-Haul Travel with Project FOX Debuting on US Routes in 2025

Lufthansa launches Project FOX to enhance long-haul service, testing upgrades on Munich-US routes in April 2025, with a full rollout expected by 2026.

Lufthansa (LH) is taking a bold step toward redefining its inflight service with Project FOX (Future Onboard Experience)—an extensive initiative aimed at enhancing passenger satisfaction across all cabin classes. The German carrier will debut the program on two long-haul routes to the United States, marking the beginning of a service transformation expected to roll out fully by 2026.

Transforming the Passenger Experience

Lufthansa’s decision to launch Project FOX comes in response to a declining Net Promoter Score (NPS), an industry metric that measures customer satisfaction and loyalty. The airline has fallen behind competitors, with its NPS dropping to +27, well below the industry benchmark of +35 to +45.

To reverse this trend, Lufthansa has invested heavily in redesigning its onboard experience, leveraging input from 2,000 passengers and testing over 250 prototypes created from 150 unique service scenarios. The project focuses on key enhancements, including:

Upgraded meal service with new menu selections
Refined tableware for a more premium dining experience
Enhanced bedding and pillows for greater comfort
Revamped amenity kits featuring high-quality toiletries

By prioritizing customer-driven improvements, Lufthansa aims to set a new standard in onboard hospitality.

Testing Begins on Munich-US Routes

The first trial phase of Project FOX will take off in April 2025, with passengers on two transatlantic routes getting the first glimpse of Lufthansa’s refreshed service:

Munich Airport (MUC) to San Diego International Airport (SAN)
Munich Airport (MUC) to San Francisco International Airport (SFO)

Passengers flying on these routes will experience the new service model firsthand, allowing Lufthansa to gather real-time feedback before expanding the program across its global long-haul network.

Taking Inspiration from SWISS

While Lufthansa has yet to disclose the full list of onboard upgrades, its sister airline, SWISS (LX), has recently introduced similar improvements. Lufthansa is expected to adopt a comparable approach, incorporating:

Expanded meal options for Economy and Premium Economy passengers
Additional snack selections to enhance the dining experience
Luxury toiletries and skincare products in onboard washrooms
Complimentary welcome aperitifs and locally sourced beverages

The airline will initially focus on Economy and Premium Economy, with gradual enhancements extending to Business and First Class.

A Commitment to Passenger-Centric Innovation

Lufthansa’s launch of Project FOX highlights a broader industry trend of customer experience-driven innovation. With increasing competition and evolving traveler expectations, airlines must continually adapt to remain competitive.

By investing in an enhanced service model, Lufthansa is positioning itself as a leader in premium air travel. If successful, Project FOX could set a new benchmark for long-haul airline hospitality, restoring the airline’s reputation and improving passenger satisfaction.

For travelers, this means a more refined, comfortable, and enjoyable journey—a significant step forward in Lufthansa’s long-term commitment to service excellence.

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