Lufthansa and Meta update pilot program bringing immersive IFE to travellers with Quest 3 headsets

The following article was published by Future Travel Experience

Lufthansa and Meta have shared an update on the pilot program to bring Quest 3 headsets to passengers at scale through a fully integrated service for an immersive inflight entertainment experience.

Last year, Meta introduced Travel Mode, a new, experimental feature on Meta Quest that lets travellers use their headset to enjoy inflight entertainment in Mixed Reality. It is now sharing an update on the pilot program with Lufthansa to bring Quest 3 headsets to passengers at scale through a fully integrated service.

Imagine settling into your Lufthansa Allegris Business Class Suite seat and being handed a Quest 3 headset. You’re no longer simply flying – you’re embarking on a journey through immersive worlds. Whether it’s watching a movie on a massive virtual screen, exploring new destinations through virtual sightseeing, playing interactive games like Connect Four and Chess, relaxing with active meditation exercises, or enjoying a passive, lean-back experience, the sky is no longer the limit.

Passengers on select international routes have been raving about the experience. With nearly 4,000 travellers already enjoying the service, the feedback has been overwhelmingly positive. “We are thrilled with the success of this initiative and the positive feedback from our passengers,” said Björn Becker, Program Lead Future Intercont Experience, Lufthansa Group. “Immersive technology is undoubtedly an element of future inflight entertainment.”

As part of this activation, Lufthansa has teamed up with CUPRA (Volkswagen Group) to introduce the first inflight test-drive app. This immersive experience lets passengers engage with the CUPRA Tavascan, the brand’s latest electric model. From the comfort of their aircraft seats, passengers can configure and customise their CUPRA car. Travellers can also immerse themselves in a Virtual Reality experience that transports them to iconic locations, such as the streets of Barcelona and a virtual CUPRA garage, where they can learn more about CUPRA and its models.

“At CUPRA, we always aim to provoke emotions and create new experiences for our customers, continuously challenging the status quo,” said Patrick Sievers, CUPRA Global Head of Marketing. “Our collaboration with Meta and Lufthansa to test CUPRA’s immersive experience on selected flights allows us to reach a new target audience in a unique environment. These emotionally engaging experiences redefine how our customers configure their cars and discover the world of CUPRA.”

The new onboard service has received industry recognition, with Lufthansa, Meta, and developer MSM.digital receiving the 2025 APEX Award for Best Inflight Entertainment. This prestigious award recognises the most innovative and effective inflight entertainment solutions.

“This activation marks a pivotal moment in the development of our Travel Mode and immersive services,” said Meta Director of Entertainment Content, Reality Labs, Sarah Malkin. “We’re now focused on expanding this offering to more airlines and optimising our product suite.”

Hear more from Lufthansa at the co-located APEX FTE EMEA and APEX FTE Ancillary & Retailing events, taking place in Dublin on 10-12 June 2025. Jost Daft, Head of Order Transformation, Lufthansa Group, is participating in a session focused on advanced approaches to modern airline retailing and offer & order management. Register for APEX FTE EMEA and APEX FTE Ancillary & Retailing – one registration provides access to both events >>

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Lufthansa and Meta update pilot program bringing immersive IFE to travellers with Quest 3 headsets