By Raymond Kollau, airlinetrends.com
4 August 2013 | Lufthansa, long known as a business traveler’s airline, has lately been repositioning itself in order to broaden its appeal to leisure and family travelers. Says Erik Mosch, director of product management, airport and passenger services at Lufthansa, “Realizing growth means broadening the carrier’s scope beyond business travel. Lufthansa discovered that, in Germany at least, consumers viewed it as a business traveler’s airline.” […] “Regular people were not sure if Lufthansa wanted its business,” Mosch told Travel Weekly. The airline now wants to appeal more to leisure travellers and “to be recognized as a family-friendly airline.”
On the ground
To cater to the growing number of ‘flying families’ on board, Lufthansa has recently opened Family Check-in counters at its Frankfurt and Munich hubs. At the family-friendly desks – which can be used by families traveling with children up to 12 years old – children can climb a few steps so they can watch the check-in procedure, receive their boarding pass and also a special ‘Best Friend’ boarding pass for their teddy or cuddly toy accompanying them on their flight.
A ‘Family Guide’ brochure is also available at check-in. It contains tips and information for parents about the location of airport play areas, baby changing facilities, restaurants that provide children’s menus, chemists, supermarkets and the nearest observation deck, as well as vouchers for special offers at the airport.
The Family Check-in desks can be easily recognized because of a large welcome arch, while the path to the counters looks like a runway and overhead monitors display the airline’s kid mascots Lu and Cosmo.
Up in the air
Besides the new family check-in areas, Lufthansa has also improved ints onboard children’s meals, snacks and games. For example, the kids menus contain as little sugar as possible and instead use honey as a sweetener, while the recipes of the meals served are provided so that they can be cooked again at home.
The airline has also reintroduced its logbook for kids which are handed out on all flights by the crews. Young flyers can fill in the logbook with the information on their boarding pass and their logbook can be signed by a member of the crew. After their 12th departure kids receive a Junior Pilot certificate, signed by the captain himself.