Lufthansa seems serious about improving the economy experience on short-haul flights. Although this is currently only being done in the form of tests, I can imagine this being rolled out on a wider basis at some point…
Lufthansa is considering improvements in Economy Class on short-haul flights
In 2021, Lufthansa eliminated free drinks and snacks on short-haul flights in economy class, reportedly saving the airline $0.66 per passenger. With Lufthansa’s current buy-on-board concept on short-haul flights, every economy passenger receives a free bottle of water, while all other food and drinks are available for purchase.
After several years, Lufthansa is now considering backing down from this decision. The airline has been conducting tests to see how introducing more services in economy class improves customer satisfaction. In July 2024, Lufthansa conducted its first test, where the airline reinstated free coffee and tea in economy class on selected short-haul routes, while continuing to charge for everything else.
The airline is now planning another test where it will reintroduce even more services. According to Frankfurtflyer, Lufthansa is planning a test in September 2024 where it will reintroduce a full range of free drinks in economy class on short-haul routes, including wine, beer and soft drinks. This will only happen on selected routes, so it is not expected that this will be the case on all routes.
Currently, there is a big difference between European airlines in terms of the service they offer in economy class. Some airlines offer a concept in economy class where passengers are completely bought on board, while other airlines (like Aegean) still offer free drinks and rich snacks in economy class.
Why Lufthansa is backing out of cuts in Economy Class
Why is Lufthansa considering adding more flights on short-haul economy class routes? Well, the airline’s executives have noted that the airline’s customer satisfaction ratings have plummeted in recent years, and the airline is trying to change that. I’m ambivalent on this issue…
As a consumer, I’m of course happy when airlines expand their service offerings again. It’s disappointing how much the gap has narrowed in recent years between ultra-low-cost airlines and full-service airlines in Europe. I mean, let’s be honest: what’s the difference between a short-haul economy flight with British Airways and one with EasyJet?
If frequent flyer programs or lounge access aren’t a factor, why would the average short-haul economy passenger pay a premium to fly on a full-service airline? These experiences have nothing to do with “full service.”
At the same time, I understand why airline managers are cutting back on service. No one should choose to fly on a full-service airline in Europe just because they get a free soft drink or bag of pretzels. Granted, this is supposed to be part of a larger set of benefits you get when flying on a full-service airline, but let’s be honest, there aren’t really any. The full-service airlines in Europe mostly have less than 30 inches of seat pitch, it’s not like they have seat-back entertainment systems, and their fares don’t even include carry-on luggage.
I find it interesting that Lufthansa executives seem to be concerned recently about the airline’s low Net Promoter Score and how much worse it has become over the years. I hate to say this and probably sound like someone from American Airlines management, but should Lufthansa executives really care if people like the airline? Lufthansa is Germany’s only global airline. Germany also has less competition from ultra-low-cost carriers than other European countries.
Typically, people fly with Lufthansa over a competitor because the airline has the best schedules or offers the best value for money, not because it offers the best experience. Of course, it’s great to invest in the passenger experience, but I’m not sure how much of an impact this will have in terms of revenue.
Conclusion
Lufthansa continues to test service improvements on short-haul economy class flights. In July, the airline conducted a test offering free tea and coffee, and in September the airline is expected to return to offering a wider range of free drinks.
Just over three years ago, the airline introduced a buy-on-board concept for economy class on short-haul routes. Each passenger received a free bottle of water, and everything else was available for a fee.
I’m glad to see the airline making some improvements. I hope the feedback on this experiment is positive and Lufthansa ends up introducing more service in Economy Class. If you actually take a flight where this improved service is offered, be sure to fill out the post-flight survey to provide feedback as it could make a difference.
What do you think about Lufthansa’s plans to improve economy service?
