American Airlines is signaling a renewed focus on premium travelers and a more consistent onboard experience as it heads into 2026, combining leadership changes with technology upgrades and new aircraft entering service.
The Fort Worth–based airline hired Rhonda Crawford, a former senior leader at Delta Air Lines, as its Senior Vice President of Customer Experience Design. Crawford stepped into the role in September and is tasked with reshaping the full passenger journey — from airport lounges and premium services to the inflight experience itself.
According to industry analysts, the move reflects American’s effort to close the gap with competitors in customer experience, particularly on long-haul and premium-heavy routes.
Crawford’s role focuses on how the airline “feels” to passengers throughout their trip, an area where American has faced criticism in recent years as rivals invested heavily in cabin upgrades, lounges, and onboard amenities.
As part of that broader strategy, American has begun rolling out free high-speed Wi-Fi for AAdvantage loyalty members, backed by AT&T, across a large portion of its fleet. The rollout began this month and is expected to expand throughout 2026.
At the same time, the airline is accelerating the deployment of its new Flagship Suite aircraft, including Boeing 787-9 Dreamliners configured for premium long-haul service. American is also continuing a refresh of its Boeing 777-300ER fleet, adding upgraded cabins and enhanced onboard amenities.
Company officials have said American’s long-haul premium seating capacity is expected to grow through 2026 as new aircraft are delivered and retrofits continue.
Industry observers say the strategy reflects a clear pivot toward higher-paying travelers while aiming to deliver a more consistent experience from boarding to landing — a shift that mirrors moves by other major U.S. carriers competing for business-class and international travelers.
American Airlines is headquartered in Texas and operates one of the largest global route networks in the world, with major hubs in Dallas–Fort Worth, Austin, and Houston.
Texas Reporter 