Sometimes I contemplate whether Lufthansa is genuinely jesting with the public. As most OMAAT readers likely know, the airline is recognized for its Allegris business class, which features five distinct seating choices (I believe it was originally seven, though perhaps they concluded that it sounded excessive).
Now, Lufthansa is rolling out a new seating concept, incorporating the new “First Row Seat” and “Back Seat.” The rationale behind this is arguably not entirely unreasonable, but the manner in which it is being presented is undeniably peculiar.
Lufthansa’s new First Row Seat & Back Seat fundamentals
Lufthansa Group has declared that its member airlines (Lufthansa, SWISS, Austrian, Brussels Airlines, etc.) are broadening seating selections with the First Row Seat and Back Seat concept… this is an “enhancement,” of course! Allow me to share the announcement in its entirety:
Starting July 22, 2026, the airlines of the Lufthansa Group will unveil two additional seat categories on short- and medium-haul flights: the First Row Seat in Business Class and the Back Seat in Economy Class.
This enhancement further harmonizes the Lufthansa Group’s continental seat portfolio and introduces two new seating options.
The new chargeable seat categories at-a-glance:
First Row Seat (Business Class):
– Seat situated in the first row of the aircraft
– Provides the exclusivity of the front row along with the convenience of expedited boarding and deboarding
– Continues to be available at no charge for HON Circle Members and Senators
Back Seat (Economy Class):
– Seats positioned in the last four or more rows of the Economy Class cabin (depending on the aircraft type)
– The most economical advanced seat reservation option in Economy Class – priced below the Classic Seat
– Continues to be provided free of charge for HON Circle Members and Senators* and customers flying on an Economy Flex fare
What’s Lufthansa aiming for with this seating modification?
So, what’s really happening with Lufthansa’s newly branded First Row Seat and Back Seat concepts?
– Previously, the Lufthansa Group reserved the front row of business class for Miles & More HON Circle and Senator members, while now others can pay extra for those seats as well; opinions will vary depending on individual status
– Previously, all Classic Seat options in economy bore the same cost, whereas now there’s Back Seat, where the cost for assigning seats in the back is lower than that of other seats; this means there are now four classifications of economy seat assignments
In principle, the idea of dynamic pricing for seat assignments isn’t outlandish. For airlines that impose charges for seat assignments, it’s commonplace to have variable pricing based on the specific product. A seat situated at the front usually incurs a higher fee than one at the rear, and an aisle or window seat costs more than a middle seat, etc.
The oddity lies in the explicit marketing of a seat as Back Seat and then requiring payment for that. Some may question why individuals would opt to select seats toward the back of the plane, assuming they don’t receive complimentary seat assignments. I assume this caters to those who prioritize being guaranteed seats together but seek the lowest possible price.
Also, how much do you want to wager that the former Classic Seat price will become the new Back Seat price, and then the Classic Seat price will be increased if that hasn’t already occurred?
To me, this exemplifies typical Lufthansa Group over-engineering, failing to see the larger picture. “The enhancement our customers genuinely desire is the option to pay for selecting a seat at the back of the plane; let’s even market it accordingly!”
In summary
Lufthansa is heralding an “enhancement,” wherein it is introducing the First Row Seat and Back Seat concept for short and medium-haul flights.
The First Row Seat permits business class passengers to pay for assigning seats in the first row, rather than reserving them exclusively for elite members. Concurrently, the Back Seat concept allows economy passengers to choose seats at the very back of the cabin for less than the expense of standard economy seats.
In theory, variable pricing for seat assignments within a cabin is reasonable. However, marketing something specifically as Back Seat and promoting it as an enhancement seems quite bizarre to me.
What are your thoughts on the Lufthansa Back Seat concept?