Lufthansa Targets U.S. Premium Flyers to Drive Sales Growth in 2026

German carrier Lufthansa is increasingly looking to the United States to fuel revenue growth, with a strategic emphasis on premium-class customers as demand for transatlantic travel holds firm.

CEO Carsten Spohr said Lufthansa has shifted its sales mix dramatically, with nearly 60% of ticket purchases now originating in the U.S., reversing the traditional dominance of European markets. Much of this demand stems from smaller American cities rather than just major hubs, underscoring broad interest in direct service to Europe.

To capitalize on this opportunity, Lufthansa plans to reinforce key U.S. services in 2026. The airline will increase flights from Frankfurt to Raleigh-Durham, North Carolina, to a daily frequency and expand service to St. Louis, Missouri, from three to five weekly flights. These adjustments reflect Lufthansa’s commitment to connecting underserved U.S. regions with Europe.

A central pillar of Lufthansa’s strategy is its new Allegris premium cabin product. Spohr highlighted that the enhanced seating experience is expected to drive double-digit growth in revenue per passenger by attracting travelers willing to pay more for comfort and amenities.

The airline also expects a significant increase in capacity next year as it takes delivery of long-haul widebody aircraft at a steady pace — roughly one every other week. This buildup aims to support route expansion and meet robust global demand.

Lufthansa’s near-term performance has faced challenges, including delivery delays from manufacturers Boeing and Airbus that have constrained fleet availability and weighed on profitability. The bottlenecks have contributed to weaker share performance relative to European rivals such as Air France-KLM and International Airlines Group. Nonetheless, Spohr remains optimistic that limited aircraft supply and healthy global demand will keep ticket prices stable or even trending upward.