Lufthansa’s “Project Fox” aims to completely overhaul its long-haul product offerings to turn around declining passenger satisfaction. FOX here is Future Onboard Experience and seeks to transform every aspect of the airline’s long-distance travel experience by 2026, aligning with the carrier’s centennial celebrations.
Lufthansa’s cabin crew representatives have voiced concerns over the airline’s recent trajectory, describing a “painful development” marked by complacency and cost-cutting measures that have diluted the brand’s once-authentic and distinctive service. They argue that the focus on financial optimization has resulted in an “emotionless product” across all classes, undermining passenger appeal.
Project Fox is a massive cross-department effort involving 180 employees, looking at plates and cutlery; pillows and blankets; amenity kits; and entertainment options. In addition, it brings in partners like Gate Gourmet and engages nearly 2,000 customers. Passengers frequently point to:
- Inconsistent Quality: Passengers have noted discrepancies in service quality, such as the inconsistent availability of premium wines in business class and the abrupt discontinuation of favored beverages like Moët Champagne.
- Service Reductions: There are complaints about reduced meal offerings on long-haul day flights and limited bedding provisions on overnight journeys, leading to discomfort among passengers.
- Technology and Amenities: The lack of complimentary high-bandwidth Wi-Fi and the perceived inequity in lounge access for premium passengers have also been points of contention.
So far they’ve developed 150 service scenarios and 250 prototypes aimed at addressing specific passenger concerns and fostering a more premium and travel experience. However these details seem more like a typically German bureaucratic project rather than one aimed at speed and quality.
Lufthansa remains committed to the first tangible changes expected by the end of the year and full implementation targeted for 2026. The airline hopes that these extensive efforts will rejuvenate its long-haul services, enhance customer satisfaction, and restore its competitive positioning.
The airline’s hard product today is a laggard. Their new seat offerings are a confusing mishmash of experiences. Their soft product is lackluster. It used to be that at least they offered a lot of awards, and Lufthansa business class wasn’t bad on miles but that award availability has significantly dried up. Lufthansa today isn’t even competitive with British Airways new business class, itself uninspired aside from the seats, and lags Air France, KLM, and even joint venture partner United. Can it be saved?
You have to appreciate how instead of simply upgrading the cabins and improving on-board experience, Lufthansa sure does coming up with creative names for those changes. Allegris! Fox! What next?
Personally, I don’t ‘look forward’ to the ‘soft product’ on a German airline. Rather, I am holding out for the new business class ‘hard’ product. Once that is live, I’ll book. At least LH still operates the 747-8; though, the new a350s are expected to be ‘where it’s at.’ The only shame is that award space is not what it used to be via them or their partners.
As far as the ’emotionless’ comments, good luck with that. This is cultural more than it is a business strategy. Besides, do we really need more ‘aggressive/passionate’ Germans? Well, they, too, have elections soon (this February), so time will tell. Schnell!