American Puts Nickells On Mtgs.

<B> American Puts Nickells On Mtgs.</B>

By Chris Davis

American Airlines' new managing director of groups, company meetings and specialty markets said the airline will focus on globalization and technology as they relate to the meetings industry.

Mark Nickells, who took the position in May, declined to offer specifics of American's plans, but said the airline will continue to develop programs and products pertinent to the two ongoing meetings trends. "The world is getting closer, it's drawing in. And from the groups perspective, we realize that it's a global environment," he said.

AA has been in the news this year for its efforts to increase its global presence and programs, from its pending partnership with British Airways to its expansion of zone fares to the Caribbean and Europe.

Nickells said the meetings industry provides him, and the airline, with ample opportunity to further explore international programs.

"There's no question there's a large opportunity within the corporate community," he said. "We have a range of products that impact various customers from corporations to associations--and we will continue to develop segmented programs or products as we uncover areas of opportunity."

Also of continuing interest to American Airlines--which debuted a redesigned Website (aa.com) in June--is the use of new technology as it relates to the meetings industry. "There's no question that electronic commerce is going to continue to develop in all phases of our business, including meeting and group travel," Nickells said.

"We will focus, as everyone is focusing, on the opportunities the Internet offers, including the abilities to make things easier, faster, more efficient and more productive."

To do that, Nickells acknowledged, AA "has got to get out of the box a little bit. We have to look to that opportunity to develop business faster and more efficiently to make it easier for the customer."

Nickells has a unique perspective on the supply side of the meetings industry following 11 years with AA, and stints at Eastern and Frontier Airlines. He was also director of sales and marketing for the Paragon Hotel Group.

"Nickells' vast background in the corporate market has made him well-rounded both from within the company and outside of it," said Frank Morogiello, American managing director of national accounts and sales programs.

"He's bringing his business sense to the meetings area, which is still a relatively untapped area," Morogiello said. "Moving Mark into this area gives us the opportunity to knock on some doors to locate chunks of business that have been hidden."

Currently, eight American Airlines sales managers report directly to Nickells, who in turn reports to American's managing director of leisure, group and international sales, Elizabeth Arendsee.

For now, Nickells said his main objective is to upgrade American's current programs and projects. To do that, though, requires that he keep abreast of ever-changing industry trends. "All of the changes that have been going on in the airline industry and the groups industry have required a lot of focus," he said.