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Premium American Airlines Passengers to Get Improved Food, Seats

Posted on: Tuesday, 16 August 2005, 12:00 CDT

Aug. 16--American Airlines passengers traveling overseas in first and business class cabins can look forward to more comfortable seats that recline and offer more privacy.

The changes announced Monday reflect a major push by the Fort Worth-based carrier to attract more lucrative premium class travelers on some of its most profitable routes.

Faced with heated competition from low-cost carriers in the U.S. market, American and other traditional carriers are expanding their international schedules.

Close to 30 percent of American's capacity is expected to be devoted to international travel by the end of this year, up 5 percentage points from 2004.

"American wants to be a leader with our premium customers," said Mary McKee, American's managing director of in-flight products. "We feel this is a smart investment for American and this will make us more competitive."

But American isn't among the first carriers to expand its premium-service enhancements. British Airways, Virgin Atlantic, Lufthansa and United Airlines made similar improvements more than two years ago.

American debuted its reclining "flagship suite" seats in some of its first class cabins in 1999, but they haven't been available on all international flights.

And unlike some of its competitors, the unit of AMR Corp. hasn't offered fully reclining seats to its passengers in business class.

"American was at a competitive disadvantage," said Kevin Mitchell, chairman of the Business Travel Coalition in Radnor, Pa. "International flights are the last vestige of profitability. They had to do it to remain competitive."

Unlike on domestic flights, where passengers hunt aggressively for the lowest airfare, travelers are more willing to pay for premium services on international trips.

"There's so much productivity at stake for an international trip," Mr. Mitchell said. "If you're a top international lawyer and there's a product that commands a 15 to 20 percent premium, but allows you to arrive well rested, that's a lot of value to your company."

In 2006 and 2007, American will add new business class seats that lie flat on its Boeing 767-300s and Boeing 777 aircraft. Unlike the existing seats, which have a leg rest, but don't recline fully, the new seats will allow passengers to move into a variety of positions. They'll be able to scoot closer to the seat-back tray to work, or recline to watch a movie or take a nap. The seats will adjust to different positions within a plastic housing, so reclining passengers won't intrude into the seat behind, Ms. McKee said.

"We're looking at it as an office space in the sky," she said.

The business class cabin will also get larger overhead bins and new in-flight entertainment systems.

In 2007, the airline will upgrade it Boeing 777 first class seats into "flagship suites." The expanded first class seating is currently available on about half of American's 777 fleet.

In-flight meal service in the first and business class cabins is also getting an upgrade for flights between the U.S. and Europe. The menus have been designed to reflect flavors of country the flight departs from.

Starting next month, flights leaving from U.S. destinations will feature a menu created by Dallas chef Stephan Pyles. Although American periodically adjusts its menu, this will be the first overhaul since 1998.

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Copyright (c) 2005, The Dallas Morning News

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Source: The Dallas Morning News

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