Published on
September 13, 2025
Germany’s Lufthansa Group has revealed plans to more closely integrate its European subsidiaries, including Austrian Airlines, Swiss International Air Lines (SWISS), and Brussels Airlines, starting in January 2026. This strategic move aims to increase efficiency, profitability, and competitiveness across the group while maintaining the unique identities of each airline. The integration will involve a shift of network management, IT functions, and more, allowing Lufthansa Group to streamline operations while maintaining high standards in customer service and flight operations.
Key Policy Changes and Strategic IntegrationCentralized Network and IT Management
From January 2026, Lufthansa Group will centralize network management for short and medium-haul flights, as well as control over information technology functions, which have traditionally been handled by its subsidiaries. Austrian Airlines, Swiss International Air Lines, and Brussels Airlines will cede control to the Lufthansa Group headquarters. This centralization is designed to improve operational efficiency by reducing redundancy and optimizing resource allocation. However, the operational airlines will still manage customer experience, flight operations, and onboard services, ensuring that each brand continues to offer its distinct service characteristics.
This policy aims to align the group’s subsidiaries more closely while maintaining flexibility in customer-facing services. By streamlining key administrative and operational functions, Lufthansa Group aims to reduce costs and enhance the financial performance of its subsidiaries.
Strengthening Brand Identity
While key operational functions such as network management will be centralized, the brand identities and customer service offerings of each airline within the group will remain distinct. This balance allows Lufthansa Group to offer the efficiencies of centralization without compromising the unique qualities that each airline brand brings to the market. Passengers can still expect the same customer experience they are familiar with on Austrian Airlines, Swiss, and Brussels Airlines, even as the group works to operate more efficiently behind the scenes.
Enhancing Operational Efficiency and Profitability
Lufthansa Group’s approach to integrating its subsidiaries is designed to streamline operations and optimize profitability. By centralizing network management and IT functions, the group expects to reduce operational redundancies, leading to better resource allocation and more cost-effective services. The ultimate goal is to increase profitability while maintaining high standards of customer service.
Fleet Expansion and Modernization Across Subsidiaries
As part of its broader efforts to improve efficiency and sustainability, Lufthansa Group’s subsidiaries are undertaking significant fleet upgrades and expansions. These efforts are aligned with the group’s long-term goals of reducing environmental impact and improving operational efficiency.
Austrian Airlines: A Focus on Modernizing the Fleet
Austrian Airlines is set to receive 22 Airbus A320neo-family aircraft, equipped with CFM LEAP-1A engines, by 2028. These new aircraft will replace older Airbus models and Embraer E195 jets, streamlining the fleet for short- and medium-haul routes. Austrian Airlines is also integrating 12 Boeing 787-9 Dreamliners into its long-haul fleet by 2028, replacing its older Boeing 767-300ER and 777-200ER aircraft. These new additions will help the airline improve fuel efficiency and enhance passenger comfort. The first Dreamliner is expected to enter service by the end of 2025.
Additionally, Austrian Airlines will launch new seasonal routes, including a service between Vienna and Edinburgh, operating three times a week with Airbus A320 aircraft. A new route from Vienna to Dubai will be tested from December 2025 through March 2026.
Swiss International Air Lines (SWISS): Pioneering Sustainability with New Aircraft
SWISS is also undergoing a fleet renewal with the introduction of the Airbus A350-900, which will replace the A340-300 fleet. This move is part of the airline’s effort to enhance sustainability and efficiency. The first A350 is expected to enter service in October 2025. SWISS is also overhauling its cabin interiors with the “Swiss Senses” cabin concept, featuring fully enclosed First Class suites with double beds, lie-flat Business Class seats, and enhanced Economy Class seating with more legroom.
The airline is expanding its routes with the introduction of new destinations like Málaga and Palma de Mallorca starting in October 2025, with the Airbus A350-900 aircraft.
Brussels Airlines: A Growing Network and Fleet Expansion
Brussels Airlines is adding five new Airbus A320neo aircraft to its fleet, bringing the total number of these next-generation aircraft to 13 by 2027. The airline is also expanding its fleet during peak seasons, with 50 aircraft in total, including 11 long-haul Airbus A330s and 35 short- and medium-haul aircraft.
Brussels Airlines has also been expanding its route network, with new destinations and higher flight frequencies catering to increasing passenger demand. The airline’s route expansion reflects its commitment to improving connectivity within Europe and beyond.
Enhancing Passenger Services
As part of the ongoing efforts to improve the passenger experience, Lufthansa Group’s subsidiaries are introducing new services and promotions.
Austrian Airlines: “Dubai Deal” Promotion
Austrian Airlines is testing a new product called the “Dubai Deal,” which will operate five times a week with the A320neo fleet from December 2025 to March 2026. The promotional fare starts at an unbeatable EUR 314 for a round-trip. This deal aims to attract more passengers to Vienna’s Middle Eastern destination with a competitive pricing strategy.
Swiss International Air Lines (SWISS): Same-Day Date Change Policy
SWISS is introducing a flexible same-day date change policy that allows passengers to move to an earlier or later flight on the same day, subject to availability. Some fare classes permit free changes, while others may charge a reduced same-day fee. This initiative is part of SWISS’s efforts to enhance customer service by offering more flexibility to passengers.
Brussels Airlines: Flexible Baggage Options
From June 15 to September 15, 2025, Brussels Airlines introduced a flexible baggage policy for flights from Brussels to Yerevan, where passengers in Economy (except Economy Light) or Business Class were not required to purchase extra baggage. This initiative aimed to simplify baggage rules during the busy summer travel season.
Conclusion
Lufthansa Group’s ongoing initiatives, including the integration of its European subsidiaries and fleet modernization efforts, highlight its commitment to enhancing operational efficiency, improving sustainability, and providing an exceptional passenger experience. With significant fleet upgrades, new routes, and enhanced passenger services, Austrian Airlines, SWISS, and Brussels Airlines are well-positioned to meet the evolving needs of travelers and strengthen their competitive edge in the global aviation market.
[Source: Reuters]
