Lufthansa Group Wows With Digital And Virtual Experiences At ITB Berlin

The German airline conglomerate presented a stunning showcase of its diverse product line across three floors with augmented and virtual reality as well as 3D projections.

With a travel portfolio that includes Austrian Airlines, Brussels Airlines, Eurowings, Lufthansa, SWISS and Miles & More, Lufthansa Group’s motto, “Welcome to an open world”, was in full effect across an impressive 614 square metres stand offering visitors numerous interactive travel experiences. It was a statement of intent from a major global player showing its wares at the world’s largest travel trade show.

On the front side of the stand, guests were greeted by a 40 square metre mega screen showing new Lufthansa Group destinations, among other insights into its brimming travel portfolio. A highlight was located on the ground floor, where the aviation group took visitors on an instant digital holiday. Thanks to augmented reality, it was possible to travel major global metropolises like New York, Mumbai or Shanghai in just a few seconds.

Visitors could dive into virtual worlds and experience a street band in New York, a Holi festival in India or see Shaolin monks in Shanghai. A special feature of this experience was that guests can actually interact directly with their surroundings, for example by drumming with street musicians in New York. Every vacationing participant also received a small souvenir of their virtual trip.


On the first floor, visitors were able to utilise HoloLens glasses to virtually fly various Lufthansa Group aircraft. Guests could use interactive 3D projections to fly holograms of the flagships such as the Airbus A350 over the surrounding exhibition stands.

The Lufthansa travel feeling could also be experienced in the original seats of First Class, Business Class and Premium Economy Class. In order to make the travel experience even more authentic, Lufthansa offers visitors had the chance to put on virtual reality glasses that make them feel like they are on board a real aircraft. As a highlight, the newly developed Business Class could also be experienced in this way.

Fans of the #SayYesToTheWorld campaign also had the opportunity to make their own film. Similar to the original Lufthansa advertisement, visitors could sit down in the Premium Economy seat and answers the question: “Why do you love the world?” The responses were cut into five videos and uploaded to the Lufthansa YouTube Channel.

In addition, Lufthansa presented examples of new services on the ground and in the air on an interactive video wall. These included family offers, online services, lounges and on-board entertainment.


Austrian Airlines were also on hand to celebrate its 60th anniversary on the ground floor of the Lufthansa Group stand in Berlin, with guests making themselves comfortable in the new myAustrian Premium Economy Class seats. SWISS airlines also presented the new First Class Lounge recently opened in Zurich, while Eurowings, the first low-cost airline to introduce a Business Class: the BIZClass, presented the original seats at ITB Berlin. The flights with the new BIZClass seats are first scheduled at the end of April 2018. With visitors also able to find out more about Brussels Airlines, all five airlines of the Lufthansa Group were represented at the same booth for the first time.

For the 25th anniversary of Miles & More, Europe’s largest frequent flyer and award programme, visitors were invited to an exciting mileage rally where they could collect miles by visiting partner booths. Those visiting at least ten partner booths were able to register to win one of ten 25,000 miles awards.

No wonder then that Lufthansa Group’s ITB Berlin stand was awarded first place in the categories “Best Booth Design” and “Carriers” in 2017