Lufthansa and Spafax Launch New Inflight Entertainment Personalization Tool

By March 3rd, 2016


Marks live debut of Spafax’s ICON family of digital products

FRANKFURT – March 3, 2016 – The Lufthansa Group, along with global content and media agency Spafax have launched an innovative new entertainment personalization platform. Using technology developed by Spafax, will provide Lufthansa passengers with a wealth of information about the programming on upcoming flights via a highly interactive experience.

The new site features a full listing of all movies, television programs, music and games onboard, and the site’s design allows for easy navigation of content, equal to what passengers would find on leading entertainment portals. Visitors can view trailers of films, as well as access an electronic program guide to learn which sporting events will be available via Lufthansa’s live television feed Sport24 (on all Intercontinental flights). Dedicated feature articles provide background on Lufthansa’s unique approach to entertainment, and children’s content is given a special focus for those passengers traveling with their families.

“Last year we successfully completed an extensive upgrade in cabin interior, inflight entertainment and connectivity on all of our long haul aircraft.  Today we are excited to take our web based entertainment platform to the next level, too,” noted Dr. Alexander Feuersänger, Director, Product Management Cabin Interior and Inflight Entertainment. “And this launch only marks the beginning: interesting features will be added over time for our guests to have an even more personalized entertainment experience.”

Spafax CEO, Niall McBain added, “We are always trying to help our clients use both content and technology to improve their customer experience. The launch of Lufthansa’s new entertainment platform using our digital expertise is a natural extension of their industry-leading onboard product.”

Future releases of the site will feature additional exciting features, including the ability to personalize content recommendations based on passenger preferences. The site is based on Spafax’s PROFILE platform, part of the company’s ICON family of digital products, designed to help airline clients take full advantage of new personal technology to provide an immersive entertainment experience that is not limited by the need for new hardware.

About Lufthansa Group

The Lufthansa Group is the world’s biggest airline group in turnover terms, and is also the market leader in Europe’s airline sector. The Group strives to be the “First Choice in Aviation” for its customers, employees, shareholders and partners. And safety, quality, reliability and innovation are the prime credentials and priorities of all its business activities.

The Lufthansa Group’s airlines currently serve 261 destinations in 101 countries on five continents. The Group’s total fleet comprises some 600 aircraft; and its member airlines will be taking delivery of 251 new transports between now and 2025. The Group employed around 120,000 personnel in 2015, welcomed 107.7 million passengers aboard its flights and generated sales of some EUR 24 billion in the first nine months.

For further information please visit

About Spafax

The Spafax Group is one of the world’s leading providers of media sales, entertainment curation and content marketing. Originally founded to serve the airline market, Spafax Group companies now support a wide variety of leading brands around the world. Current clients include Air Canada, Bombardier, British Airways, Cathay Pacific, Delta Air Lines, Emirates, the Lufthansa Group, Mercedes-Benz, Singapore Airlines and many others. The group is headquartered in London with over a dozen offices around the world. Spafax is a tenthavenue company.

For further information or to arrange an interview, please contact:

Sandra Kraft
Press Spokeswoman, Deutsche Lufthansa AG

Jessica Sammut
Marketing Manager, Spafax