Lufthansa will bring back complimentary hot beverages, such as tea and coffee, for economy class passengers on its short- and medium-haul flights, according to CEO Jens Ritter. This announcement was reported by Aerotelegraph.
Prior to 2021, tea and coffee were provided free of charge. However, in a bid to cut costs during the COVID-19 pandemic, Lufthansa began charging passengers between 3 to 3.5 euros for these beverages. The pandemic had severely impacted the airline industry, forcing companies to find ways to minimize expenses. Now, with the market recovering to nearly pre-pandemic levels, particularly in Europe, Lufthansa has more financial flexibility to enhance its service offerings.
Aviation experts note that Lufthansa has traditionally positioned itself as a premium carrier. Implementing low-cost measures such as charging for food and drinks does not align with its business model. This is especially pertinent since the Lufthansa Group includes budget airlines like Eurowings. Distancing itself from low-cost practices is a logical step for Lufthansa, as it helps justify the higher ticket prices of the flagship carrier. Additionally, with airfare prices rising globally, passengers paying significant sums expect higher quality service in return.
On transcontinental routes, European airlines face stiff competition from Middle Eastern and, more recently, Chinese carriers. These competitors tend not to adopt low-cost strategies onboard, often providing quality meals and complimentary alcohol, sometimes at equal or even lower ticket prices than their European counterparts.
Lufthansa’s move to reintroduce free hot beverages is seen as a strategy to reaffirm its commitment to premium service and maintain its competitive edge in the global aviation market.
