In the early part of 2025, American Airlines leadership articulated their ambition to return the airline to a more premium status, considering the carrier’s underwhelming financial performance in comparison to competitors Delta and United. For an extended period, American’s executives believed that the airline could solely rely on pricing and scheduling for competition, but that approach has proven to be ineffective.
As we near 18 months since American’s attempted resurgence, one must ponder how much progress the airline has made. While I acknowledge that some advancements have occurred, it’s essential to remain grounded regarding what has genuinely changed versus what has been asserted, alongside how the current situation measures up against its rivals.
Before delving deeper, I must express my belief that the divergence between US airlines may not be as significant as some portray — Delta isn’t exactly Singapore Airlines, nor is American akin to Ryanair. Yet, airlines require a touch of momentum and charisma to persuade all stakeholders (investors, employees, and patrons) that improvements are underway, and I find it hard to believe that American has made notable strides thus far.
Is American Airlines truly better than we perceive?
Gary at View from the Wing penned a post titled “American Airlines Is Better Than You Think After 18 Months Of Changes. It Still Needs A Premium Identity.” Nevertheless, I feel he might be overly generous in considering the extent of the airline’s progress thus far. He simultaneously implies that the airline is already surpassing our expectations and that they don’t receive sufficient acknowledgment for their past 18 months of work, before listing all the future enhancements American promises to implement.
Honestly, I consider some members of American’s leadership to be quite competent (with CEO Robert Isom being the notable exception, not due to his character, but due to his lack of leadership), and I do believe they’re headed in the right direction. However, ultimately customers choose to fly with an airline based on their current experiences, not on future promises.
For instance, Gary describes American’s new lounges as “absolutely gorgeous” and mentions forthcoming lounges at various airports. Yes, new Flagship Lounges are coming to Charlotte and Miami, and Austin, Chicago, and Nashville will receive new Admirals Clubs… but when will this happen?
Taking my home airport as a reference, no one has provided any specific information regarding this proposed new Flagship Lounge, and documentation from the airport committee does not reflect any approval for such an initiative. I might be overlooking something, but the “coming soon” signs claiming a new Flagship Lounge at the airport feel somewhat exaggerated.
Gary commends American for its new Flagship Lounge in Philadelphia. Yes, it’s commendable they have one, but it’s far too small, and in terms of design, it falls short against a Delta One Lounge. Gary himself described the lounge as “stunning — if you can get a seat.” Is this truly American’s “absolutely gorgeous” top-tier lounge?
…whereas below you can see the dining area at the Delta One Lounge in New York. To me, one resembles an Admirals Club, while the other appears like an upscale hotel restaurant.
Regarding design, the aforementioned lounge is the most aesthetically pleasing Flagship Lounge. The majority of Flagship Lounges still retain the old design, which resembles a waiting room in a physician’s office.
On the subject of American’s revamped design philosophy, the airline updated its lounge aesthetic in October 2022, nearly four years ago. So far, how many Admirals Clubs sporting the new look are there? By my estimation, the number is four. That’s roughly one lounge per year, and I’m unaware of any imminent openings for new Admirals Clubs with this updated design (though I might be missing some)?
Additionally, during that same timeframe, at least eight Delta Sky Clubs have debuted with the latest design scheme and significantly larger square footage. This essentially encapsulates my concern with Gary’s viewpoint — while American is indeed making strides, its competitors are advancing at a quicker rate. Consequently, the gap isn’t genuinely closing, and we ultimately evaluate an airline based on its competitive position rather than any absolute measures.
Gary highlights American’s introduction of Lavazza coffee. As a coffee enthusiast, I appreciate this development. Nonetheless, Delta and United also have coffee collaborations that offer more comprehensive selections, with United featuring illy cold brew, and Delta serving Starbucks espresso-based beverages in lounges. Again, even as American makes improvements, it still lags behind.
The introduction of Bollinger champagne in business class is a positive move and aligns with what competitors provide.