Air Transport World

Lufthansa's private business.(COMPETITION)(Company overview)

MOST, IF NOT ALL, GLOBAL NETWORK AIRLINES' stated aim is to increase their share of premium traffic. Few have been as creative as has Lufthansa at developing an array of services aimed at achieving this goal. To do so it has looked beyond the conventional aircraft tube to the entire travel experience. Examples include its dedicated First Class Terminal at Frankfurt and the transatlantic all-business-class service from Frankfurt to Newark operated on its behalf by PrivatAir of Switzerland using ACJs and BBJs.


Until April 30, LH offered three services: Frankfurt-Newark, Dusseldorf-Newark and Dusseldorf-Chicago O'Hare. However, it is dropping the latter two and adding a Munich-Dubai service.


Its biggest venture into the area of elite travel may be the Lufthansa Private Jet product that it began two years ago in cooperation with NetJets Europe. The service enables LH customers to hire a corporate jet through a single phone call to LH for travel between more than 1,000 airports onward within Europe and the CIS. The idea of operating a corporate air taxi service within the confines of a global megacarrier is not new; United Airlines announced a similar concept in the pre-9/11 era but the so-called avolar venture never got off the ground in the face of strident opposition from UA's unionized pilots.

Although LH never has pitched the opulence of its premium product line to the degree of, say, Singapore Airlines, British Airways or Emirates, that is not to say it is lagging. …

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