American Airlines have advanced their premiumisation strategy, announcing the return of seatback screens as well as more high-end seating.
The changes apply to its narrowbody fleet. Currently, 25% of all seats on these jets are premium. American says they hope to push this to 40% ‘in the coming years’.
Meanwhile, retrofitted aircraft, and every new Boeing and Airbus from 2028, will benefit from new seatback screens. This reverses a policy from 2027, which had scrapped screens on narrowbodies to reduce aircraft weight as well as save costs. The new screens will feature 4k displays, personalised features, and Bluetooth audio connectivity.
Chief Customer Officer Heather Garboden explained:
We’re making one of the most significant investments in the onboard experience in our history. From next-generation seatback entertainment at every seat to substantially more premium seating options, these enhancements will give our customers more ways to relax, stay connected and enjoy their journey.
As part of the premium push, American will add more First Class and Main Cabin Extra seats at the front of the plane, offering more space, greater comfort, and dining opportunities. Interiors will also be refreshed throughout the cabin to improve lighting and design.
American have been investing heavily in premium as it tries to close the gap to rivals Delta and United. The imminent installation of Starlink-powered WiFi is among the many investments the carrier is making to boost profit margins and improve customer satisfaction.
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