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Balance 2015 ENG

Digital innovations for a perfect travel experience Innovative developments – and above all digitalization – produce ever more new services along the entire air travel chain, further enhancing the travel experience. In the front line of innovation: the Lufthansa Group. Apps, electronic baggage receipts, in-flight entertainment and super-fast WiFi are only a few examples of such improvements. A clear advantage for passengers, who benefit from the wide variety of new digital innovations. 01 Ideas for the future: The Innovation Hub To find responses to the digital era’s rapid market changes is the task of the new Innovation Hub. Comprising inter- nal and external employees with start-up experience, the Lufthansa Group founded the Hub in 2014 in Berlin. The Hub’s team – together with partners – has the specific aim of advancing the development of digital contents for products, services and processes along the service chain from reservation to arrival. Among the other objec- tives for these creative thinkers is to ensure that the Group identifies future customer needs and trends at an early stage and participates in shaping them. The long- term goal: Each traveler is to come into contact during his or her trip with a product initiated by the Innovation Hub – and this worldwide. The Hub’s team also counts on external partners: Start-ups can use the internet page to propose their ideas for coop- erating with the Lufthansa Group. 03 Personalized offers: The SMILE program New technologies and social media are increasingly changing passengers’ expectations. Lufthansa has launched the SMILE program to view its own processes and products more intensively from a customer per- spective and to move the holistic passenger experience more to the fore. The aim is to serve and exceed chan- ged customer needs with personalized products, services and communications and thus create added value for passengers over the long-term. The goal is to make Lufthansa the leading customer-centered airline. 02 Standardized reservations: The program In the future, will give passengers access to the Lufthansa Group’s entire offer of flights and additional products via a digital marketplace in a personalized format. In addition to the sales process, digital service processes such as Group-wide check-in and rebooking will be further simplified. Lufthansa German Airlines, Swiss, Austrian Airlines and Brussels Airlines will partici- pate in this Group-wide program. 14 // Innovation – The key to a successful future