Spafax and Lufthansa Group Extend and Deepen Partnership to Deliver a Next-Generation Full Journey Entertainment Experience

Contract renewal to extend through 2028, promising to enhance technical integration, branding, and more for the leading aviation group

Spafax, a global leader in in-flight entertainment and media solutions, has announced the continuation and deepening of its strategic partnership with Lufthansa Group, one of the world’s leading aviation companies, until 2028. This move aligns with Lufthansa Group’s goal of revolutionizing the passenger journey by integrating state-of-the-art entertainment experiences on and off the aircraft.

As part of this comprehensive partnership, Spafax will fortify its already-established Frankfurt Account Team with new resources to support Lufthansa Group and deliver on its capabilities in this key European market. Future projects will focus on in-flight entertainment and extend across all key in-flight entertainment and connectivity (IFEC) touchpoints, as well as streamlining the content selection and delivery process from the cloud.

Notably, advertising sales responsibilities have been assigned to Spafax in a move that will help Lufthansa Group secure suitable brand partnerships for the betterment of the passenger experience and the improvement of revenues. The partnership will span numerous channels, promising passengers an immersive digital experience from the time of booking until after they land. Highlights of the extended collaboration include:

• Technical Integration: Through its Spafax One technical innovation portfolio, Spafax will integrate next-generation entertainment solutions across Lufthansa Group’s digital touchpoints, including streaming kids’ TV to passengers in airports and offering podcasts on board directly to passengers’ devices.
• Content and Collaborations: Spafax Content Services promises a diverse global entertainment content lineup with a focus on the most high-quality European content, while unique brand partnerships brought in by local and international teams will further differentiate the passenger experience.
• Strategic Revenue Optimization: Lufthansa Airlines has added International Media Sales to the Spafax service scope for the first time to help them optimize revenue across their growing media portfolio.
• Tailored Solutions: Airlines within Lufthansa Group, including Lufthansa, SWISS, Austrian Airlines, Discover Airlines, and Edelweiss, will receive tailored solutions that amplify their brand identity while ensuring group efficiencies.

“We are excited about the opportunity to deliver the future of the IFEC experience for one of the most forward-thinking airline groups in the world. This change is already underway, and we look forward to the next five years of innovating both the customer experience and our service for this most valued client,” said Henry Gummer, Managing Director Europe, Spafax. “This newly expanded contract is a testament to our shared commitment toward media excellence across the customer journey. In Spafax One, we have the tools to deliver this step change for customers and brand partners. Our Spafax Studio will help promote and amplify Lufthansa Group’s commitment to delivering a first-in-class customer IFEC experience.”