In response to customer feedback and new requirements, starting Nov. 1 Lufthansa will show full fare prices, including taxes and fees, in all of its U.S. advertising and marketing materials and promotions. Lufthansa customers through social media said they wanted to see final ticket prices when researching fares.
“One of Lufthansa’s main priorities is to react to customer needs,” said Juergen Siebenrock, vice president, the Americas.
As of Jan. 24, 2012, full fare advertising will become an airline industry standard in the U.S. as mandated by the Department of Transportation. Lufthansa is one of a select few airlines that decided to implement the tactic ahead of time.