Air travel company offers hyper-personalisation beyond traditional cabin upgrades

Patrick Borg Hedley

General Manager Sales, UK, Ireland & Iceland, Lufthansa Group

Air travel company offers personalisation far beyond traditional cabin features, with travel classes individualised to the unique and ever-changing expectations of today’s travellers.

The way people are planning and experiencing travel is evolving at an unprecedented pace.

The future of personalised air travel

In 2025, the aviation industry is expected to elevate passenger experiences by offering more personalisation than ever before, driven by advances in AI, large datasets and digital innovation.

“Air travel has long been about efficiency. Hyper-personalisation reflects a meaningful shift towards making passengers feel seen, valued and comfortable,” says Patrick Borg Hedley, General Manager of Sales at Lufthansa Group.

Reshaping long-haul travel

As digital experiences reshape all major industries, travellers are increasingly demanding seamless digital integration, intuitive booking processes and a cohesive experience across all journey touchpoints. Onboard, personalisation becomes tangible and tailored to each traveller’s profile. With this in mind, Lufthansa is introducing a new travel experience on long-haul routes called ‘Lufthansa Allegris.’

“Right from the outset, the focus was not only on trend observations and forecasts of future travel habits but also on people and their individual needs. For this reason, Lufthansa customers were personally involved in the development process,” explains Borg Hedley.

Our travellers expect an
environment that adapts to their
needs, not the other way around.

Personalised, modular air travel

“From the moment you select your seat, everything is curated to match your profile. Through the Lufthansa app, travellers receive personalised notifications, service options and updates. Whether they’re in the lounge or 35,000 feet in the air, the experience feels connected and cohesive,” says Borg Hedley.

Allegris goes far beyond the conventional notion of cabin upgrades by offering a modular, passenger-centric experience that prioritises individual choice. Rather than a one-size-fits-all approach to travel classes, Allegris introduces multiple tailored seating options within each of their four classes: first class, business class, premium economy and economy.

Flexible comfort in every class

“Economy class will offer the flexibility and the extras that travellers want for a relaxing flight, including ergonomic, spacious, latest-generation seats. Plus, clever additional details such as improved storage and USB power supply to enhance the overall travel experience,” Borg Hedley continues.

“Our travellers expect an environment that adapts to their needs, not the other way around. With this in mind, business class now offers five different seating options tailored to each individual’s unique wishes and requirements, each with added privacy and flexibility.”

Supporting productivity and wellbeing

With corporate travellers increasingly seeking purposeful, productive journeys rather than simply getting from A to B, Allegris has designed an experience that will align with their modern-day expectations and needs. “You can go from reviewing presentations on the big screen to reclining into a full flatbed, all at your own pace,” says Borg Hedley. “It’s about wellbeing in transit.”

Temperature-adjustable seating, ambient lighting and quiet zones with sound insulation promote rest, while each business class seat features a 27-inch 4K monitor, a 10-inch tablet for controlling seating, lighting and entertainment, as well as a wireless charging station.

“You can choose from a window seat with added privacy, an extra-long bed or a seat with additional workspace. Our new business class suites offer closing doors, enhanced space and a high level of privacy, ideal for rest, focus or uninterrupted work,” he adds.

Now boarding in selected cities

This summer, Allegris is available on select Airbus A350 flights from Munich to destinations including Bengaluru, Charlotte, Chicago, Newark, San Diego, San Francisco and Shanghai. More routes, including Cape Town and Tokyo, have also been announced for this winter as Lufthansa continues its fleet transformation.

Lufthansa Allegris is becoming the new benchmark for long-haul travel.“ Flying has changed, and so have we,” concludes Borg Hedley. “Allegris represents our belief that the future of travel is personal.”