How to unlock premium sales opportunities with Lufthansa Group’s new cabins

Many customers now expect a personalised, premium service at 30,000 feet – whether it's a seat tailored to their exact needs, or a bed they're guaranteed to snooze in. To meet this demand, Lufthansa Group is making a significant investment in its onboard products and customer journey, with exciting developments from SWISS and Lufthansa. New destinations are also being added to the network, giving agents clear opportunities to increase premium sales.

SWISS Senses expands to new destinations

Clients can expect greater comfort, personalisation and Swiss hospitality with SWISS Senses – SWISS's new long-haul onboard experience spanning all four cabin classes. It launched last year on the airline's Airbus A350-900 fleet and is being retrofitted across other aircraft.

UK travellers can easily enjoy SWISS Senses, thanks to convenient connections via Zurich, and the product is already available on selected services to Boston and Seoul. New for winter 2026/27, SWISS Senses will also be introduced on additional routes, including Johannesburg and selected flights to Shanghai.

How to sell SWISS Senses 

The new SWISS Senses experience has been designed to significantly enhance passengers’ journey, no matter which cabin they fly in.

SWISS Economy

Passengers enjoy newly designed ergonomic seats, which offer a more comfortable long-haul flight. They also have large 13.3-inch 4K OLED inflight entertainment screens, which are among the largest in their class globally. Plus, Bluetooth connectivity means they can use their own wireless headphones, and USB charging is available.

SWISS

Clients have a choice of seating options in SWISS Economy, including Preferred Zone Seats towards the front of the cabin for quicker disembarkation and Extra Legroom Seats for clients seeking more personal space.

SWISS Premium Economy

Those looking for increased privacy and space will enjoy the spacious hardshell seat available in SWISS Premium Economy. It boasts a generous recline – which doesn’t impact passengers seated behind – and a winged headrest for added comfort and privacy.

Entertainment is available on a large 15.6-inch 4K OLED entertainment screen with Bluetooth connectivity, and wireless charging is integrated into the armrest.

SWISS Business

Passengers have a choice of five seat options in SWISS Business, in a 1-2-1 layout. They include the Business Suites, located in the front row and offering a private environment and plenty of space. Privacy Seats are single seats next to the window, while Extra Long Bed Seats offer a 2.2-metre flat bed. Customers can also opt for Classic and Extra Space Seats. The seats offer up to 24-inch 4K OLED screens, and a dedicated control tablet.  

SWISS

The contemporary SWISS Business cabin design is focused on privacy, wellbeing and personal space. Every seat offers direct aisle access, and integrated heating and cooling functionality. An enhanced shoulder comfort zone helps travellers rest and sleep, and they have the option for wireless charging, plus USB-A, USB-C and power outlets.

SWISS First

For those seeking a private retreat, the SWISS First cabin offers three suites in a 1-1-1 layout. These include two window Single Suites and one central Suite Plus, which is a double suite that can be booked by two passengers travelling together, or an individual who wants more space. When it’s time to sleep, the Suite Plus seats convert into a double bed.

For those wanting a private, fully secluded space, two of the suites can also be combined into the exclusive SWISS First Grand Suite. 

Each private suite offers fully closable walls, creating a personal sanctuary in the sky, with a separate wardrobe, dining table and generous storage space. Seats have individual seat heating and cooling systems, and convert into a spacious bed measuring up to two metres in length.

Passengers also enjoy a cinema-style inflight experience, thanks to high-resolution 4K entertainment screens up to 43 inches.  

The expansion of Lufthansa Allegris 

Lufthansa

As well as rolling out SWISS Senses, Lufthansa Group's wider investment in premium travel has also seen the expansion of Lufthansa’s Allegris onboard experience across its long-haul network, which is now available on more than 30 routes worldwide.

Lufthansa Allegris introduces new seats and onboard products across all four cabin classes, all designed to ensure passengers feel at home in the air. Billed by the airline as a “new era in long-haul experience”, agents can tailor each client's flight to their exact needs, bringing increased revenue opportunities. One of the key selling points of Lufthansa Allegris is its ‘Perfect Match’ seat selection, and agents can use the new online tool to determine the best option for their clients.

Plus, from winter 2026/27, customers travelling to destinations including Kuala Lumpur, San Jose, Sao Paulo and Singapore will be able to experience Lufthansa Allegris.

Key resources for agents 

Trade partners can stay up to date with the latest product developments, route announcements, seat options and booking guidance through the Lufthansa Group airlines' dedicated trade platform, eXperts. 

(credit: Lufthansa Group)

eXperts helps travel professionals sell confidently and support customers travelling with all the Lufthansa Group airlines – Lufthansa, SWISS, Austrian Airlines, Brussels Airlines, Eurowings, Air Dolomiti, Discover Airlines and Edelweiss.

The platform includes:
• Detailed cabin and seat guides
• Route and product rollout updates
• Booking tips and FAQs
• Airline policies and operational information

To explore the new fleet rollouts, access key trade assets, and elevate your premium sales strategy, visit the Lufthansa Group eXperts platform today.