Lufthansa | Segmented Merchandising Strategy for its Business Class Launch

 

Deutsche Lufthansa AG, simply known as Lufthansa, the flag carrier of Germany, member of Star Alliance with its main hub in Frankfurt am Main Airport and its secondary hub in Munich Airport will launch a uniquely segmented merchandising strategy for its business class beginning on 30th March 2025.

The strategy of the German airline will be deployed on a aircraft with Lufthansa new Allegris cabin design, a new cabin concept offering brand - new Economy, Premium Economy and Business class seats which debuted in May 2024.

The merchandising approach featuring five business – class products, will debut on flights connecting Munich with Chicago, San Francisco and Shanghai with more routes will be added in the following months.

Flyers on the selected flights will be able to choose a standard business class seat or four other seats products.

The Business Class Suite will have higher walls than the standard seat as well as more personal space, its own clothing cabinet, a larger monitor and will sell for an upcharge of at least €400.0.

 The air company will also sell a window seat named the Privacy Seat and an Extra Long Bed seat beginning at €100.0 more than the standard business class offering and the Extra Space Seat will bring an upcharge of at least €130.0.

Lufthansa had planned to sell as many as 14 distinct products across the cabins on Allegris - configured Airbus A350s, with the merchandising approach to take effect in March instead features nine distinct offerings.

Concerning First class passenger, it will be able to choose a standard suite or the option of the Suite Plus which offers the opportunity to sit with a travel partner and individual flyers can purchase the Suite Plus for an upcharge starting at €1.900.

With regard to the Allegris economy cabin has standard and extra - leg room seating and the aircraft also has a premium cabin with just one seating product.

Link - https://www.travelweekly.com/Travel-News/Airline-News/Lufthansa-widen-Allegris-offering-in-business-class?ct=