With new lounges, new seats, new routes and new planes, Europe’s largest airline is flying ahead of the competition.
As a sector the airline industry continues to lose billions each year as more companies variously enter bankruptcy, seek state aid or accelerate a much-needed consolidation via mergers. While the low cost operators such as RyainAir, South Western Airlines and Kingfisher are demonstrating varied success in their individual markets, at the more global scale where innovation and not just price is a factor in attracting key customers, in a sea of sameness there are relatively few airlines really making a mark. While Virgin Atlantic and Singapore Airlines have more recently been joined by Air New Zealand and Ethiad as the top rated operators, it is Lufthansa, the German airline that is the largest airline in Europe, at the heart of the increasingly influential Star Alliance and now leading the way forward.
In parallel with expansion of its network via takeovers of Swiss and Austrian Airlines, Lufthansa is using innovation across the board to enhance the passenger journey and further improve the efficiency of its all important cargo business. Alongside new lounges, most notable in 2011 at the highly influential premium end has been the introduction of new Business Class and First Class seats whose designs have broken the mould of the traditional staid Lufthansa. The ‘V’ layout business class seats have enabled greater distance between neighbouring seats while still allowing all passengers to face forwards. The A380 First Class seats are seen as some of the most spacious around and accompanied by exemplary service that seems to be attracting the all-important passengers.