American Airlines Aims to Become Premier U.S. Global Carrier

American Airlines' Chief Commercial Officer Nat Pieper declared the carrier's ambition to become the premier global airline based in the United States. He made the statement during a featured interview at the oneworld alliance's Loyalty Summit on Tuesday.

The comment positions American in direct competition with its two largest U.S. Rivals. It came in response to a question about Delta Air Lines CEO Ed Bastian's previous remarks placing his airline alongside top international carriers like Singapore Airlines.

A Shift in Premium Strategy

This stated goal provides context for American's recent high-profile media event showcasing its reconfigured Boeing 777-300ER aircraft. The event was framed as more than just the launch of a new business class seat. It represented a broader shift in the airline's approach to premium service, encompassing soft goods and overall customer experience.

The airline is attempting to give customers concrete reasons to pay more to fly with them. Pieper emphasized that for a premium strategy to succeed, the improved experience must be consistent across the network, not limited to specific new aircraft. He also noted that employees must understand and deliver on this vision.

The Internal Challenge

Selling this vision internally is seen as a critical step. The message needs to reach frontline staff like flight attendants and gate agents, who ultimately provide the service. Historically, there has been confusion within American about whether it was competing against global full-service airlines or low-cost carriers like Spirit Airlines.

Pieper acknowledged that American is years behind in necessary investments. The airline industry is capital-intensive, with long lead times due to supply chain and regulatory constraints. While the carrier is moving quickly on new projects, retrofitting existing fleets with new seats and screens is a slower process.

The Competitive Landscape

The airline has not yet detailed specific, differentiated plans to surpass Delta and United in quality. Its current argument for superiority rests largely on the strength of its AAdvantage loyalty program. However, the source report contests this, suggesting the program is not as strong as it was a few years ago due to limited partner award availability and the elimination of an upgrade award chart.

Despite the challenges, the source suggests American's goal is plausible. It notes that United's premium offerings may not live up to its marketing, and that Delta's service has shown signs of slipping. The race to become the top U.S. Global airline remains open.

The reconfigured Boeing 777-300ER, central to American's recent messaging, features 70 of its new business class suites. This seat is similar to the one already installed on newly-delivered Boeing 787-9 aircraft for roughly a year.