Spafax, a specialist in in-flight entertainment (IFE) and airline media technology, has announced a continuation – and deepening – of its partnership with Lufthansa Group. This five-year deal extension aligns with Lufthansa Group’s goal of integrating state-of-the-art entertainment experiences on and off its aircraft fleets, and encompasses Lufthansa, Discover Airlines, SWISS, Austrian Airlines, and Edelweiss Air. Each airline’s offer will be tailored to its brand identity while still ensuring group efficiencies.
As part of this partnership, Spafax will add new resources to its Frankfurt Account Team, to support Lufthansa Group and deliver on its capabilities in the European market. Future projects will focus on IFE and extend across all key in-flight entertainment and connectivity (IFEC) touchpoints, as well as streamlining the content selection and delivery process from the cloud.
A big change with the new contract is that third-party media advertising sales responsibilities have been assigned to Spafax, which will work to help Lufthansa Group secure suitable brand partnerships that improve the passenger experience and generate revenues. The partnership will span numerous channels, with the aim of giving passengers an immersive digital experience from the time of booking until after they land.
For example, through its Spafax One technical innovation portfolio, Spafax will integrate next-generation IFE solutions across Lufthansa Group’s digital touchpoints, including streaming kids’ TV to passenger devices in airports, and offering podcasts on board directly to passenger devices.
Spafax’s Content Services team will also provide a diverse entertainment content lineup, with a focus on quality European content, while unique brand partnerships brought in by local and international teams will further differentiate the passenger experience on Lufthansa Group airlines.
“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,” said Henry Gummer, Spafax’s managing director for Europe.
