Five Things We’ve Learned American Airlines Is Doing To Improve Its Image Problem
American Airlines has admitted that it has lost its way against its two biggest rivals, Delta and United Airlines, and now the Fort Worth-based carrier is on a mission to make the experience it offers passengers a little bit more premium.
After years of swinging cutbacks, such as ripping out inflight entertainment screens from narrowbody aircraft, American Airlines certainly has its work cut out, but there is a flurry of meaningful improvements in the works.
Spearheaded by the carrier’s Chief Customer Officer, Heather Garboden, let’s take a look at five things we’ve now learned that American Airlines is doing to make itself a little bit more premium.
1. Introducing a New Flagship Experience With Business Class Suites
Perhaps the biggest investment that American Airlines is making is the introduction of its new Flagship Business long-haul experience, which includes new suites with sliding doors and the addition of Flagship Preferred Suites with even more space, privacy, and storage.
The revitalised Flagship experience is being rolled out on AA’s latest delivery of Boeing 787-9 Dreamliners, which is internally known as the 787P (With the P standing for Premium).
The 787P marks a major turning point for American Airlines, and the new Flagship Suites have received positive feedback from early users.
The aircraft is already flying between Chicago O’Hare and London Heathrow, and later this year, the airline will introduce the 787P on select flights to Buenos Aires (EZE), Auckland (AKL), and Brisbane (BNE).
2. The Mobile App is Being Redesigned And Improved
American’s mobile app has long been a source of frustration for travelers, so it’s good news that the airline is finally in the process of redesigning and improving this maligned part of the passenger experience.
A new-look app was rolled out at the end of May, although this only marks the start of changes AA has for its mobile app.
In the coming months, American Airlines plans to activate a slew of other upgrades, which are based on customer feedback, although this is very much still a work in progress.
In the meantime, recent improvements include a refreshed and more personalized home screen, a new section for AAdvantage loyalty program members, easier navigation, and a new section for upcoming trips.
3. Tapping Expertise From Disney to Advise About Hospitality
In recent years, it’s probably fair to say that American Airlines hasn’t really been considered a very customer-centric carrier, so a new board of outside experts has been brought in to advise AA’s leadership team on all things hospitality.
One of those experts is Carol Campbell, who has worked for the Walt Disney Company for 20 years, most recently as the principal for creating collaboration, overseeing customer relationship management, and theme park design.
Other experts come from notable travel and hospitality brands, including Auberge Resorts Collection and Marriott Hotels.
4. Bringing Back Little Luxuries Like Pajamas And Mattress Pads In Business Class
American Airlines is bringing back little luxuries like pajamas and mattress pads for business class passengers on some of its longest flights, after cutting this much-loved touchpoint several years ago.
Pajamas and mattress pads will be introduced on flights to and from East Asia, the Middle East, India, Australia, and New Zealand, alongside existing amenities like slippers, dual-sided pillows, and duvets.
Tellingly, American Airlines admitted that it was bringing back pajamas and mattress pads on the back of customer feedback, saying the carrier wants to “reinvigorate the travel experience with changes that align with customer needs.”
5. Reversing Pandemic-Era Service Cutbacks
In May, American Airlines announced it was reversing some pandemic-era service cutbacks, including the resumption of a second beverage service on all domestic flights over 1,500 miles.
On long-haul international flights, the airline is also introducing an initial beverage service in the Main Cabin, followed by the dinner service. At present, American only offers a combined drink and meal service on all long-haul flights.
The decision, however, hasn’t gone down well with flight attendants who are unhappy with AA’s decision not to reverse COVID-era staffing cutbacks on certain aircraft types.
Does American Airlines have the ability to make itself more premium and compete with Delta and United? Let me know your thoughts in the comments below…
While I find the app change to be annoying and unintuitive it’s certainly nice to see AA management making some sort of effort to improve things.
While I doubt that it’s exclusive to American Airlines, it’s disheartening to see them hire in an outside “expert” from Disney after years of ignoring valuable feedback from their customers and the employees who served them. They also spent half a billion dollars on the Elevate the Everyday Experience nearly a decade ago before abandoning everything they learned in the studies and preparation, and then they slowly reversed policy after policy that ever allowed any employee that bought into taking care of the customers the ability to do so. Eventually they even resorted to a mass layoff of 650+ employees and the complete shutdown of three departments whose purpose was caring for customers, Customer Relations, AAdvantage Customer Service, and the Central Baggage Resolution Office. How the same idiots who made all of these decisions are still in charge is mind boggling. They will continue to pat themselves on the back and pay themselves huge bonuses for this renewed vision of a premium experience when they are really right back where they were a decade ago – only recovering from the massive losses they brought on themselves. It was the customers and employees who really paid.
Step one should be a careful rethink to food esp in coach. Its not great. Many airlines have eliminated the “tray of plastics” with a bigger better but simplified service eg a fresh stir fry in a serving box. Proper salad with protein choice incl plant. Not a few mini tomat and chopped lettuce. No cold hard bread roll!! And a desert or Perhaps a frozen ice cream served later. A self serve snack bar on longer haul. Other airlines have done this
Having just flown BA Premium Economy from ORD to LHR, AA’s Premium Economy service is far superior. BA’s food is awful. The short rib reminded me of tough British beef. Yet it was catered in Chicago. AA’s domestic F short rib is tender and enjoyable.
BA’s seats are uncomfortable, compared to AA’s original Premium Economy seat (the domestic F seat).
Admittedly, BA’s cabin crew is friendly and attentive, which is not always the case with AA.
Yes, American is getting mangers out from behind their desks; however if you look in the terminal they are all hanging around in a group, instead of check on flights that are delayed, seeing what needs to be repaired in the terminal and helping with the passengers.
No, if AA had to go outside it’s rank and file to find a team to tell it’s core managers how to improve it’s product to a premium status then AA has a top suite management problem. They are an airline for peet sake! Really, their CEO is born and bread LLC mentality so he and the lower 5 need to be booted. And you feed Heathrow! Why? It adds another leg, think time and money. BA makes lots of money at AA expense. If United and Delta are doing it a hubs with fewer passengers then DFW why are you feeding LHR from DFW?
It’s all messed up.
The problem isn’t with the FAs, which I have found to be outstanding, but with management and operations distaste of actual passengers. Until these two groups become ACTUALLY engaged in passenger comfort rather than considering passengers a necessary evil, it’s just window dressing. My opinion is that SR mgmt needs a shakeup. I’m EP with AA.
No. It’s all lip service. AA never does more than it absolutely has to and then only does that half way.