Germany’s flagship carrier, Lufthansa, has just launched a direct route between its hub in Frankfurt and San José, the international travel hub serving Silicon Valley. The demand for seats on the new route reflects a growing connection between Germany and the Californian home to countless tech firms.
It shows that Lufthansa has finally realized the urgency of reinventing itself if it wants to remain an important player in the digital age – and if it wants to boost passnger numbers that have sagged since the start of this year.
In fact, a Lufthansa delegation recently went on an exploratory journey through Silicon Valley, dropping in on numerous tech startups. While the jaunt was partly to promote the new route, Lufthansa was also courting the next generation of startup founders.