The Lufthansa Group says a completely new business class on its Boeing 777-9X aircraft will "be more than just a seat'' when the plane goes into service in 2020.
There are few details about the new product except that it will be a completely new design and passengers will be able to control functions such as seat position and inflight entertainment from their smartphones.
However, if recent unveilings by other airlines are any indication, particularly Qatar, it would be reasonable to assume that the new seat will see amenities previously associated with first class move into business.
Read: Qatar sets new level in business class.
Lufthansa is a launch customer for the 777X and ordered 34 of the redesigned, fuel-efficient planes with options and purchase rights for 64 more.
“This seat will be more than ‘just’ a seat,’’ Lufthansa executive board member Harry Hohmeister said at the ITB event in Berlin last week. “It will meet the specific needs of customers – no matter whether they prefer to work or sleep, or whether they are travelling with their families or on their own for business.’’
The new seat is being developed across the group with input Lufthansa, Austrian Airlines and Swiss as part of a move that has also seen the sales department restructured to make it easier to book across the carriers.
Lufthansa also revealed the group is planning to spend 500 million euros to develop and improve digital offerings for its services.
Those offerings already include the electronic availability of more than 250 newspapers and journals, a chatbot called Mildred and apps for the Apple Watch.
It is currently developing a new application for the Google Home personal assistant that will use text-to-speech technology to answer questions about flights.
“At Lufthansa, digitalisation is much more than just developing new apps,’’ Hohmeister said. “It isn’t just about major innovations – it’s also about all the little things that make travelling with us more pleasant, more comfortable and more personalized.”
