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Lufthansa unveils Premium Economy to UK passengers

World first Augmented Reality (AR) app to drive awareness of new class of seating

Lufthansa has provided the first viewing of its new Premium Economy class for key customers. At the same time the airline has launched a world first mobile app - the "Premium Economy Augmented Reality App" - for iPad and iPhone to help raise awareness of the product.

The new class is part of a three billion euro investment by Lufthansa in cabin and lounge improvements by the end of 2015. The first aircraft fitted with the new Premium Economy will be in service in October with all 106 long-haul aircraft being equipped by the end of 2015. In total 3,600 seats will be available with between 21 and 52 on each aircraft, depending on the aircraft type and configuration.

Showing off the seat for the first time Christian Schindler, Lufthansa General Manager UK & Ireland, said: “We have created a new and much higher standard for the Lufthansa Premium Economy than any other similarly named product currently available. Developed in collaboration with over 2,000 experienced frequent flyers and the Fraunhofer Institute, Lufthansa’s premium economy offer includes a number of great new incentives, the most compelling being up to 50% extra legroom. Passengers will experience the benefits of the Lufthansa Premium Economy class before they even leave home as they will be allowed to check-in two bags weighing up to 23 kg each free of charge.

“Lufthansa will be the first airline worldwide to equip from the out-set its entire long-haul fleet with Premium Economy seating and to achieve this within a 12 month period. The new class will be ideal for both leisure travellers with a higher budget and business travellers who may be restricted from flying Business Class and is already an award winner. The design experts judging the Red Dot Award: Product Design 2014 were so impressed by the new Lufthansa range they awarded the Lufthansa seats in both Premium Economy and Business Class a Red Dot Award in the category ‘Vehicle Accessories‘.”  

Lufthansa Premium Economy passengers will be greeted on board with a welcome drink as they settle in to the new seat which also offers the best recline in the industry at 130°. They will also enjoy in-flight meals served on china tableware, a larger 11- or 12-inch monitor for in-flight entertainment and an amenity kit with useful travel accessories.  

Highlighting the many benefits of the Premium Economy class Annette Mann, Lufthansa’s Director Launch Management Premium Economy, said: “Lufthansa is now offering a new product aimed at everyone who would like more comfort and exclusivity than in Economy Class on long-haul flights, but with a good value-for-money ratio. Whether on private or business travel, you'll quickly come to appreciate the advantages of the new Lufthansa Premium Economy Class.  

“By reducing the overall number of seats by 1 or 2 per row compared with the standard economy seating - depending on the aircraft seating configuration - and with the specially developed seat, Lufthansa’s Premium Economy offers up to 50% more space and up to 3 cm wider seat width depending on aircraft type. Passengers always have their own armrest, resulting in a total of about 10 cm more lateral space, the ergonomic seat and back cushions offer optimum comfort and the adjustable headrest and earflaps provide comfortable support while sleeping. Passengers also enjoy plenty of storage space for personal items, a personal power outlet at each seat and the maximum and unrestricted amount of foot-room thanks to IFE boxes being stowed in the central arm console.  

To coincide with the UK and Ireland unveiling, Lufthansa has introduced a revolutionary new app available for download on iPad and iPhone from the App Store. Developed by London-based agency Space in partnership with the production studio Happy Finish, the Premium Economy AR app is both practical and fun, so that customers can see for themselves the benefits offered by Lufthansa’s new cabin class. The app aims to explain what Premium Economy is in a simple and engaging way, creating some virtual theatre around the key message; up to 50% extra space vs economy seating.  

Lufthansa is offering special introductory Premium Economy return fares for passengers travelling from London who book between now and 7th October who wish to travel between 10th December 2014 and 31st August 2015. These include Bangalore £719, Hong Kong and Beijing £889 and Singapore £989.

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