American Airlines is undergoing a transformation. To compete with Delta and United — and stand out from the low-cost market — the Dallas-based carrier has embarked on a radical new premiumisation strategy.
Attracting higher-spending customers and elevating a nearly 90-year-old brand is no easy challenge. But Heather Garboden, American’s Chief Customer Officer, has stepped up to the task. In an exclusive interview with World Aviation Festival, she shared her insights on the the strategy behind American’s revamp and where the premiumisation trend is going next.
As we came out of the Covid-19 pandemic, premium experiences definitely started to drive more demand. In the US we have a pretty uncertain economic environment right now, and even in that premium demand has continued to be really solid.
A new partnership with Bollinger Champagne and high-end amenity kits are just some of the luxurious touches Garboden has introduced in her tenure. Expanding North Atlantic flight capacity across all airlines is currently driven by rising demand for premium economy.
American have responded by bringing in new aircraft. Boeing 787-9s launched earlier this year, and included reimagined premium economy and economy seating for better comfort and personalisation. Meanwhile, earlier this month the airline also announced the launch of its first A321XLR aircraft, a single-aisle long-haul aircraft which will operate on the New York-Edinburgh route.
American have also introduced premium economy on select domestic flights for the first time, and Garboden believes the trend will only get bigger.
We expect our premium economy seats to grow by more than 50% by the end of the decade. So it’s an incredibly important part of our strategy overall.
But the premium experience doesn’t begin on the plane; it begins at the airport. American began to open its Flagship airport lounges a decade ago, and Garboden is committed to expanding the brand to connect with more customers. Recently-announced projects at Miami and Charlotte will soon join the other six Flagship lounges. The goal is to provide passengers with a welcoming, relaxing environment before their flight, while offering a taste of the local culture.
From a food and beverage standpoint, we really are focused on making sure we have regional chefs and menus. So when you’re flying through Miami or Philadelphia, you can experience the local food.
Technology will also play its part in helping American get closer to its customers. Garboden sees artificial intelligence (AI) as a useful tool to be more proactive in addressing passenger queries. Additionally, a new in-app destination recommender, powered by generative AI, will tap into customers’ curiosity and offer a new way of booking in line with changing search habits.
Instead of searching for a flight from DFW to Heathrow, you can ask, ‘where can I go if I want to have great wine tastings?’ Or, ‘where can I go if I want to play great golf courses in the spring?’ It’s a different way of looking for flights.
🎥 Watch the interview to hear Heather Garboden’s full insight into American Airlines’ premium transformation.
Questions asked include:
- How are customer expectations of the cabin are changing, and how your strategy is evolving in this area?
- Do you see the prevalence of premium economy continuing to expand in the coming years? What kind of customer trends does this play into?
- What about airport lounges? How is the lounge experience evolving as customer expectations change?
- There’s a lot of discussion around adding AI and tech tools. Are there any initiatives at American that you’re especially excited about from a CX perspective?
Join us at Aviation Festival Americas 2026 to hear airline leaders discuss how the customer experience is changing.
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