The Great Airline Catch-Up: American Airlines’ Premium Push

American Airlines is revamping its image by investing in premium amenities, reversing years of playing catch-up with Delta and United. The carrier has decided to install seatback screens at every seat, boosting premium seating options. This move acknowledges past mistakes and attempts to recapture lost ground.

The reintroduction of seatback screens is particularly significant, given AA’s 2017 decision to remove them in a bid to reduce aircraft weight. However, as passenger preferences have evolved and competitors have innovated, AA has struggled to keep pace. The new screens will be among the largest displays on narrow-body aircraft in North America, offering high-quality picture and seamless connectivity.

Heather Garboden, AA’s chief customer officer, noted that these enhancements “will give our customers more ways to relax, stay connected, and enjoy their journey.” This investment signals a commitment to improving the passenger experience. While it may seem like a minor upgrade to some, it is a significant step for AA.

This move is not without its challenges. As Garboden acknowledged in a Forbes interview, American has been playing catch-up for years. Delta and United have long since surpassed AA in terms of premium amenities, leaving the carrier with a reputation as a budget-friendly alternative rather than a true luxury brand. However, by investing in seatback screens and expanding premium seating, AA is attempting to bridge that gap.

The rollout of better coffee and champagne, more airport clubs and lounges, and improved bedding on premium seating suggest a willingness to invest in amenities that matter. These upgrades are part of a broader effort to improve the passenger experience, which includes free, high-speed inflight Wi-Fi for American Advantage members starting in January 2026.

American Airlines’ push for premium status will be closely watched by industry insiders and travelers alike. It’s hard not to be skeptical given its history of struggling to keep pace with industry trends. However, there are signs that AA is genuinely committed to improving the passenger experience.

The demand for premium amenities has been on the rise in recent years, driven by travelers who are increasingly willing to pay for upgrades that enhance their travel experience. Airlines have taken notice, investing heavily in luxury seating, fine dining, and high-end entertainment options. American Airlines’ decision to bring back seatback screens is a response to this growing demand.

As Garboden takes on her new role as senior vice president/chief customer officer, she brings with her a fresh perspective and a willingness to innovate. The partnership with AT&T, announced in April 2025, is just one example of AA’s commitment to improving the passenger experience.

For airlines like American Airlines, investing in premium amenities may seem like a costly endeavor. However, as we’ve seen with other carriers, these upgrades can have significant benefits for revenue and customer satisfaction. By prioritizing passenger experience over cost-cutting measures, AA is attempting to create a more loyal customer base and drive revenue growth.

The success of American Airlines’ push for premium status will depend on its ability to execute on its promises. Will these upgrades be enough to change the perception of American Airlines among travelers? Only time will tell.