March 3, 2024

Spafax and Lufthansa Group extend partnership  

Spafax and Lufthansa Group have announced the continuation and deepening of their strategic partnership with a contract that runs 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. 

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. 

As part of the partnership, Spafax, the provider of inflight entertainment and airline media solutions, will strengthen its Frankfurt account team with new resources to support Lufthansa Group and deliver on capabilities in the European market. Future projects will focus on inflight entertainment (IFE) and extend across all key inflight entertainment and connectivity (IFEC) touchpoints, as well as streamlining the content selection and delivery process from the cloud.  

 As part of strategic revenue optimisation, third-party advertising sales responsibilities have been assigned to Spafax as part of efforts to secure suitable brand partnerships that improve Lufthansa Group’s passenger experiences and revenues. The partnership will span numerous channels, delivering passengers an immersive digital experience from booking until after landing.

Highlights of the extended collaboration include technical Integration through the 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 onboard directly to personal electronic devices (PEDs). 

Spafax Content Services promises a diverse global entertainment content lineup with a focus on high-quality European content. Meanwhile, unique brand partnerships brought in by local and international teams will further differentiate the passenger experience.

Henry Gummer, Managing Director Europe at Spafax said: “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.”

“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,” he concluded.