Today is an exciting day for Lufthansa as its new long-haul service officially launches. Known as FOX (short for Future Onboard Experience, the new concept represents one of the most significant investments in the airline’s premium onboard customer experience to date. Every aspect of the onboard service was redesigned, spanning every travel class across all long-haul flights and every aircraft type. The new first-class service launched at the end of March, with business, premium economy and economy following suit today.

The new FOX First Class features new tableware; a varied gourmet breakfast, including caviar upon request; an expanded beverage menu featuring new cocktails, long drinks and mocktails; menus conceived by two-Michelin-starred chef Christoph Kunz; blinis now served with the popular caviar service; an even more premium Champagne selection; and an innovative amenity kit from BABOR.

“Lufthansa is celebrating its 100th anniversary. To mark this special occasion, we are redefining the service on board our long-haul flights. Our goal is clear: We want to be the number one premium airline in Europe. To achieve this, we are investing over 70 million euros, this year alone, in the new premium service across all classes for our guests,” said Jens Ritter, CEO, Lufthansa. “These enormous financial investments during challenging times demonstrate how sustainably and resolutely we are renewing and transforming Lufthansa. I thank the entire team for their tremendous efforts over the past two years, and I am proud of what our customers can enjoy on board with us.”

FOX focuses on three key areas: personalization, comfort and Signature Moments. Guests enjoy more choices and greater flexibility across all cabins. In business class, the new premium service highlights culinary, with new menus from Johann Lafer. The breakfast menu now allows guests to pre-select their morning meal the evening before. FOX Business Class also features completely new tableware. One of the Lufthansa Signature Moments includes a classic coffee and cake service on board, and with Sky Selection, guests can now order their second meal, from a wide selection, on long-haul flights.

In Premium Economy, the entire first service has been significantly upgraded from a business class-level appetizer to a choice of three hot main courses, alongside fresh, warm bread. Guests also enjoy pastries or a slice of cake, an expanded beverage selection featuring more frequent service, a new digestif service and cozy slippers.

FOX also offers numerous innovations for travelers in economy class, who will now receive an amenity kit featuring a sleep mask and earplugs. Additional upgrades include new and modern tableware, an expanded beverage selection, and three hot main courses on flights longer than 10 hours.

The new service was tested on more than 110 test flights, with more than 9,000 guest feedback and more than 500 different crew feedback responses considered.

Are you excited to experience Lufthansa’s FOX? What changes are you most looking forward to? Email us at letters@globaltravelerusa.com. Please include your full name and location.