FOX & More: Lufthansa marks Centennial with €70m Future Onboard Experience investment
September 29, 2025
Lufthansa is gearing up to celebrate its 100th anniversary in 2026 with a significant investment in a fresh in-flight service concept. Ahead of its centennial year, the German flag carrier shared details on its Future Onboard Experience (FOX) design, unveiled a special anniversary livery that will debut on a Boeing 787-9, and announced a five-episode series of its Above & Beyond podcast which explores the company’s history.
Lufthansa unveils Future Onboard Experience (FOX) for 100th anniversary
Lufthansa’s Future Onboard Experience (FOX) aims to enhance passenger comfort with service upgrades that offer greater personalisation. The program will officially debut in spring 2026.
“We are investing over 70 million euros in our new Future Onboard Experience in the next twelve months alone. We are thus investing in a top premium product, in the satisfaction of our guests and in the future of our airline,” said Jens Ritter, CEO of Lufthansa Airlines. “With more individuality, greater comfort and extraordinary Lufthansa Signature Moments, we are building on what has always characterised us over the past 100 years: being an attentive and unique host above the clouds.”
FOX builds on Allegris and fleet modernisation
The FOX initiative builds on other recent investments in the passenger experience, including the arrival of new Boeing 787-9 and Airbus A350-900 aircraft, as well as the rollout of Allegris, Lufthansa’s reimagined cabin product, across its long-haul fleets. Unlike Allegris, which focuses on seat and cabin design, FOX encompasses the broader service processes, hospitality, and in-flight experience.
According to Lufthansa, FOX will apply to all long-haul aircraft — with and without Allegris cabins — and across all four travel classes: Economy, Premium Economy, Business, and First.
Key Features of FOX
- Individuality: Passengers will gain more control over their journey. In Business Class, for instance, guests can choose the timing of their second meal from a selection of savoury and sweet dishes, snacks, and hot meals. Economy and Premium Economy travellers will also see more choice, with three meal options replacing the current two.
- Comfort: Lufthansa promises upgraded amenities and textiles, along with entirely new tableware in all cabins. The design emphasises tactile quality and timeless aesthetics to elevate the premium feel.
- Signature Moments: The airline will continue to spotlight unique Lufthansa touches such as the rose and caviar service in First Class and the Avionic signature drink. FOX will expand on these with new culinary concepts inspired by home flavours, destinations, and collaborations with top chefs.
With the FOX initiative, Lufthansa is using the centennial as a springboard to reaffirm its position in the premium market.
“FOX stands for the fulfilment of individual wishes, for more flexibility, for comfort and premium, for human interaction and hospitality above the clouds with the unmistakable character of Lufthansa,” the airline stated in its announcement.
A special centennial livery on Lufthansa’s Boeing 787-9 Dreamliner
To mark the milestone year, Lufthansa will also introduce a 100th anniversary livery on a Boeing 787-9 (registration D-ABPU). The aircraft, fitted with an Allegris interior, will be delivered in November from Boeing’s facility in Charleston, South Carolina, and enter service in December.
The design features a deep blue fuselage with a white crane whose wings merge with the aircraft’s wings, symbolising movement, tradition, and the future. The fuselage also displays “100” on the left side, “1926 / 2026” on the right, and a commemorative logo on the underside.
“Our Lufthansa crane stands for safety, pioneering spirit, premium quality, but also for freedom and reliability. This has been the case for the past 100 years and will continue to be so in the future,” Ritter said. “The special livery honours our identity and also stands for a proud team of Lufthansa employees who give everything every day for the safety and well-being of our guests.”
Above & Beyond: the Centennial podcasts
Lufthansa also uses storytelling to highlight its heritage. The airline has launched the second season of its podcast “Above & Beyond”, timed for the centennial. In five new episodes, journalist Anja Heyde interviews developers, historians, employees, and innovators about Lufthansa’s history over the past 100 years.
“Our second season shows how multifaceted Lufthansa is—yesterday, today, and tomorrow. We want to tell captivating stories that appeal to our employees as well as aviation fans worldwide,” said Sonja Seipke, Head of News & Stories, Lufthansa Airlines.
Episode one, released on September 16, takes listeners into the airline’s archive with insights from archivist Luisa Schürmann and her predecessor, Carola Kapitza. They discuss historical objects such as the first handwritten share register and mid-century in-flight tableware.
The podcast is available on major platforms, including Spotify and Apple Podcasts, with new episodes released every two weeks in German and English.
With the FOX initiative, the special livery, and the podcast series, the German flagship is celebrating its hundredth anniversary by securing its premium positioning and celebrating its heritage.
