American Airlines is betting big on luxury to regain altitude. From lie-flat seats and Bollinger champagne to Lavazza coffee and ultra-fast Wi-Fi, the carrier is rolling out a premium makeover to claw back ground lost to Delta Air Lines and United Airlines.The break from years of cost-cutting and volume-driven strategy has been dubbed a “customer reimagination” plan by executives. It will focus on high-end products and loyalty perks, including privacy suites on long-haul jets, refreshed regional cabins, and ...

Core Insights - American Airlines is focusing on luxury offerings to enhance its competitive position in the market [1] Company Strategy - The airline is introducing lie-flat seats, premium champagne (Bollinger), Lavazza coffee, and ultra-fast Wi-Fi as part of its premium makeover [1] - This strategy aims to attract high-end travelers and improve overall customer experience [1] Market Position - The move towards luxury services is seen as a way for American Airlines to regain market share and improve profitability [1] - The airline is responding to increasing competition in the premium travel segment [1]