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Lufthansa Group invests on innovation, digitalisation and personalisation





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Lufthansa Group is on an investment drive in the areas of product customisation and digitalisation. Between now and 2020, the Lufthansa Group will be investing a total of 500 million euros in innovations including the development and improvement of personalised digital offers across the group.  

On her visit to Dubai for the first time as the newly-appointed Senior Vice President Sales Lufthansa Hub Airlines and Chief Commercial Officer (CCO) Hub Frankfurt, Heike Birlenbach said: “Lufthansa is gearing up to raise the bar in customers’ travel experience. As part of our investment drive, we initiated the roll out of our modern aircraft, and we continue to churn out ideas for innovative services – some of which are currently available, making Lufthansa Group fit for the future and living the digital age now. Our digitalisation and personalisation push puts us ahead of the competition and allows us to be the first choice for our passengers.”

Whether above the clouds or on the ground – the Lufthansa Group is reacting to customer preferences with tailor-made digital offers. Currently, travellers can already download 250 newspapers and magazines as eJournals, and over 200,000 downloads in February alone showed how customers enthusiastically welcomed the offer. When searching for best prices, customers can ask the chatbot “Mildred”. They can also access current information regarding their flight with the Apple Watch while in the air and much more. Most recently, the airline group has been developing a new application for the “personal assistant” Google Home. The little device will soon be able to use text to speech technology to answer questions regarding upcoming Lufthansa flights.

“Personalisation and customization are key drivers for leisure and business travels. The convenience and seamlessness to go from point A to point B are big factors for travelers. In addition, we have an extensive network that covers many affluent destinations via the Lufthansa Group airlines such as Lufthansa German Airlines, Swiss International Air Lines, Austrian Airlines, Brussels Airlines and Eurowings. This is why at Lufthansa, we are constantly evolving to answer the needs of our travelers and making a more personalised and bespoke travel for them. With social media and digitalisation a big part of our customers’ everyday lives, we also make sure to provide them their needs in this aspect,” said Karsten Zang, Senior Director, Gulf, I.R. Iran, Pakistan and Afghanistan, Lufthansa Group.

On Lufthansa long-haul flights, flying at an altitude of 10,000 meters does not mean that the passenger has to lose contact with the ground. A powerful Wi-Fi hotspot and the on-board wireless network offer the best conditions for surfing the Internet and using mobile data services via the GSM mobile service. Browsing the Web, accessing social media platforms, sending e-mails with large attachments, and using a passenger’s own corporate network via VPN (Virtual Private Network) – can all be done cost-effectively. The free and exclusive Lufthansa FlyNet® portal provides users with news, comprehensive information about the journey, as well as access to the Lufthansa flight information and to Lufthansa destinations, to live TV channels, shopping and more.

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