Gotta keep up with the Joneses.
Or, in this case, the Deltas, Uniteds and Virgin Americas.
American Airlines has announced a massive investment in its own infrastructure over the coming year -- $2 billion that is earmarked for new seats (including lie-flat seats on long-haul flights), in-flight entertainment, on-board power outlets, upgrades to its Admirals Clubs, work stations near each gate, and upgrades to its complimentary healthy food choices.
"Now that we have the network to compete globally, we're going to deliver a product that's better than our competitors," Doug Parker, American Airlines chairman and CEO, said in a release. "Refreshed cabins and clubs, modernized ticket counters, improved technology and new aircraft are further examples of how American is 'going for great' - providing our outstanding team members the tools they need to deliver a great experience for our customers."
'Going For Great' is American's new ad campaign and marketing slogan as it approaches the one-year anniversary of its merger with US Airways and the continued integration of the two carriers.
American has already begun taking delivery of 100 new aircraft. Now it plans to upgrade the seats, add seat-back screens, and adding such amenities as Bose QC25 headsets on all flights to South America, Europe and Asia, as well as transcontinental flights, for instance.
Also next year, American will begin rolling out a modern design across its global network of Admirals Club lounges.
"We invented the airport lounge and in 2015 customers can expect us to reinvent the lounge experience," Fernand Fernandez, vice president of Global Marketing, said in a statement. "The same way we transformed transcontinental travel with the award-winning A321T, we will transform every aspect of our clubs with a remodeled design and furnishings, new food choices, and a first class assortment of wines and cocktails."
Several other airline competitors have installed many of these amenities already, as American found itself behind the eight ball for several years - first filing for bankruptcy and then merging with US Airways - and was handcuffed by what it could do.
Now, having seen record profits this year - enough to offer a dividend and buy-back program for stock-holders - American has capital to play with.
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