Digital Mission

Lufthansa Finds Its Way to San José

MUNICH/GERMANY - JANUARY 19: A particpant testing a Virtual Reality google at the Lufthansa booth during the DLD16 (Digital-Life-Design) Conference at the HVB Forum on January 19, 2016 in Munich, Germany. DLD is a global network of innovation, digitization, science and culture, which connects business, creative and social leaders, opinion formers and influencers for crossover conversation and inspiration. (Photo: picture alliance / Jan Haas) [ Rechtehinweis: picture alliance ]
Seeing into the future. Lufthansa offers a vicarious first class experience.
  • Why it matters

    Why it matters

    Mining customer data has become essential to corporate survival; and airlines are getting in on the game.

  • Facts


    • Carsten Spohr took the top job at Lufthansa in 2014, and devised a digitalization program with innovation at its core.
    • At departure gates in New York’s JFK international airport, Lufthansa shows economy class passengers a VR simulation of premium economy, in the hope of selling upgrades.
    • Lufthansa is seeing growing competition form Silicon Valley giants like Google, which has started its own booking platform, “Google Flights.”
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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.

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