American Airlines has decided to implement seatback screens in its aircraft, a significant change after years of avoiding this technology due to cost concerns. The new screens will be included in deliveries from Boeing and Airbus starting in 2028, and existing aircraft will be retrofitted to include these screens along with Bluetooth audio pairing and USB-C charging.
Chief Customer Officer Heather Garboden emphasized that advancements in technology and customer preferences have influenced this decision, which aims to improve customer satisfaction and ultimately drive revenue. Additionally, the airline is enhancing its first-class offerings on Airbus A321neos and Boeing 737 Max 10s, with more extra legroom seats being added across the fleet.
These premium seats can command significantly higher prices, as illustrated by a recent fare comparison where a round-trip ticket from New York to Dallas was priced at $447 in coach and $1,161 in first class.
CEO Robert Isom has indicated that these initiatives are part of a broader strategy to close the profit gap with Delta and United, which reported significantly higher profits in the second quarter—$805 million and $1.6 billion, respectively, compared to American's $71 million.
The airline is also looking to refurbish its Boeing 787-8 Dreamliners and is evaluating options for new wide-body planes from Boeing and Airbus