Facing The press
Julie Baxter gets a front row seat and backstage tour as American Airlines' top management team faces expert scrutiny
It is not often an airline subjects itself to the full-on scrutiny of 300 top investors and journalists. So when TBTM was invited to see American Airlines’ top brass step into the firing line at a dedicated Media and Investors Day, we were quick to book our seat.
And so began a fascinating couple of days during which, one by one, members of the management team – from CEO Doug Parker to those responsible for sales, IT, operations, networks and product – enthusiastically sought to transmit a boundless optimism for the carrier’s future with an unrelenting avalanche of stats and analysis, financials and forecasts, investment schedules, route projections, strategy and product plans. They faced plenty of challenges from the expert crowd but the intended take-away was clear to all. Since its merger with US Airways in 2013 the airline has transformed every element of its admin, operations and product and is now set for future investment and growth. As Parker put it: “Now it is all about strategy, investment and thinking for the long game.”
And that long game means building a world class passenger experience, strengthening the network and growing its assets. There will be greater focus on premium travellers and technology, staff and efficiencies. The nine AA hubs will provide the platform from which to develop a unique collection of global connections. So far AA has clocked up 350 destinations, 1,050 non-stop markets, plus 35,000 connected markets on its own account – but add in partnerships with the likes of Ba/iberia, LATAM, JAL, Cathay Pacific, China Southern and Qantas and it claims the world’s largest network: 990 destinations, 2,800 non-stop services and 50,000 markets.
Expect product launches and fleet investment, lounge enhancements and tech innovations. We previewed lush new business class bedding and lie-flat beds, innovative Flagship lounges with sundaes, cerviche and sommeliers, all designed to raise the bar. A back office tour showcased slick operations centres at Dallas Fort Worth Airport (with 800 daily connections) and the Integrated Operations Center, overseeing global emergencies, fleet management and worldwide efficiencies.
And business travel agents can expect to be a part of it all. Alison Taylor, Senior VP Sales, said: “We are broadening all our deals with agents and TMCS and understand they are a lucrative source of revenue. Partnering with them will help ensure we are truly locally relevant despite being an American airline.”
After some years apparently in the doldrums, it seems US aviation is changing. AA, at least, is certainly talking the talk.
Our airline has been materially and permanently transformed. Now it is all about strategy, investment and thinking for the long game”