Rapid fire with Olaf Backofen of Lufthansa Group

As we count down to Phocuswright Europe, taking place in Barcelona from June 10 through June 12, PhocusWire is shining the spotlight on some of conference speakers in a series of short Q&As.

Olaf Backofen, head of retail partnerships for Lufthansa Group, is scheduled to take part in an executive panel “Tech & Transformation in Aviation” on June 12 as part of the Center Stage program. The panel will focus on the airline industry’s technology-fueled transformation, ranging from data-driven decision making to retailing strategies to operations.

Here’s a look at the challenges Backofen faces in his role, what excites him and his views on the wider industry in a short Q&A.

Do you believe the travel industry is innovative?

Absolutely. The travel industry is highly innovative, especially in its use of technology to enhance both aircraft performance and the customer experience. For example, the introduction of sharkskin technology on aircraft wings improves fuel efficiency, while AI [artificial intelligence] is being used to accelerate processes like claim handling. Additionally, the rise of smart airports—with features like biometric check-ins and automated luggage handling—alongside innovations such as the LH Group App being voted best airline app, highlights the industry's ongoing efforts to make travel smoother and more efficient.

What are your priorities this year?

A key priority is to further enhance customer satisfaction and experience. This includes leveraging AI to deliver more personalized travel offerings, developing apps that provide real-time updates and enabling seamless, contactless journeys. In my role overseeing retail partnerships for Lufthansa Group, a major focus is driving innovation collaboratively with our partners to support this broader goal.

If you could change one thing about your business or the industry overnight, what would it be?

I would dramatically enhance the level of personalization in customer interactions. Imagine an AI-powered travel assistant that understands a traveler’s preferences, past behaviors and real-time context to offer tailored suggestions—whether for accommodations, activities or dining. Such personalization would significantly elevate customer satisfaction by creating experiences that feel truly individual.

What are the greatest challenges you currently face

One of the biggest challenges is meeting the ever-rising expectations of digitally savvy customers. With services like Uber and Google Maps setting new standards for convenience, travelers now expect that same level of ease and responsiveness throughout their journey. Keeping up with those expectations while managing the complexities of new technologies is demanding. Delivering real-time, hyper-relevant support—through both chatbots and human agents—is not only a challenge but also a tremendous opportunity for innovation.

What are you working on currently that excites you?

Together with our partners, we’re driving several initiatives focused on enhancing the customer experience. A key area of exploration is how we can further leverage AI to enable seamless, personalized travel journeys. These projects lie at the intersection of innovation, technology and customer experience—a space I’m truly passionate about.