American Airlines last month laid out plans to upgrade business class cabins aboard widebody intercontinental aircraft starting next year. The largest U.S. carrier also is making other improvements to its service, both on the ground and in the air, to cater to premium business travelers on long-haul routes. The new product announcements followed a series of transoceanic route launches, which by year-end would increase American's international capacity to nearly 30 percent of its systemwide operations.
Specifically, American in 2006 will begin improving cabins on Boeing 767-300 aircraft, including the installation of lie-flat business class seats and larger overhead bins. In 2007, the carrier will begin installing the new business class seats on its Boeing 777 fleet. Meanwhile, 20 additional B777s also will be equipped with first class Flagship Suite seating.
The airline also plans to install new inflight entertainment systems aboard long-haul aircraft, and this summer introduced premium-class menus on flights between the United States and Europe.
"The new cabin enhancements on the Boeing 767-300s and the Boeing 777s will result in a consistent and highly competitive American product in the marketplace, and will deliver to American's premium customers the products and services they value most," said Dan Garton, executive vice president of marketing.
American uses B767 and B777 aircraft on transatlantic and transpacific routes, flights to Latin America and certain domestic services. Northwest Airlines is the only other U.S.-based carrier in the midst of installing new premium seating on intercontinental aircraft
(BTN, Aug. 11, 2003).American also is opening new Admirals Club airport lounges. During the year, AA will unveil a total of five such facilities: in the first phase of the new terminal at New York JFK, as part of the new terminal D at Dallas/Fort Worth
(BTN, Aug. 15), two new locations in Miami and a new lounge in Honolulu operated in conjunction with Oneworld partner Qantas.
Meanwhile, by next spring American will add new services between Chicago and both New Delhi and Shanghai; Dallas/Fort Worth and Osaka, Japan; and New York JFK and Newcastle, U.K. Other U.S. network carriers similarly are beefing up their international services
(BTN, July 18). American this year already launched nonstop service between Boston and Shannon, Ireland; Chicago and Nagoya, Japan; and Dallas/Fort Worth and Sao Paulo.
Another player in the high-end transatlantic market—all-premium start-up Eos Airlines
(BTN, June 20)—last month showed off its new inflight passenger suite during the National Business Travel Association conference in San Diego
(see story). "We have had tremendous reaction from corporations located near [London's] Stansted Airport," said founder and CEO Dave Spurlock.
Eos received both positive and negative news in recent weeks. On the one hand, it secured tentative approval from the U.S. Department of Transportation to begin operations. Once final, DOT's green light will allow the company to sign deals with corporate clients. On the other, president Bonnie Reitz—a veteran airline sales executive—left the company just days before the NBTA convention.