American Airlines is on a mission to regain its footing in the post-Covid luxury travel market after falling behind competitors like Delta Air Lines and United Airlines. Despite offering more flights than any other airline, American accounted for just 2% of the profit generated by the top three U.S. carriers in 2025. Struggling with customer satisfaction rankings, on-time performance, and an outdated business-travel sales strategy, American is working to revamp its brand and improve its standing in the industry.

Led by CEO Robert Isom and Chief Customer Officer Heather Garboden, American is investing in customer experience enhancements, technology upgrades, and fleet refurbishments. The airline is focused on providing a holistic travel experience, from booking to onboard amenities, to attract passengers willing to pay for premium services. With a strategic shift towards customer-centric initiatives and a new focus on product offerings, American is striving to regain market share and investor confidence in the competitive airline industry.