For the past few years German flagship carrier Lufthansa has been caught between a rock and a hard place. Or more specifically, between the premium and low-cost markets.
But that is set to change. The airline intends to intensify its focus on the low-cost end of the market in the hope of turning around its business.
Its new “Wings” project is a significant break with Lufthansa’s old image of being primarily a premium airline. The Frankfurt-based company is hoping to expand into both the short and long-haul markets with a cheaper brand.
The driver for change at Europe’s third-largest international carrier is its new chief executive, Carsten Spohr, as part of his attempts to keep the company afloat in an increasingly competitive market.