ATLANTA- Delta Air Lines (DL) President Glen W. Hauenstein emphasized that the coach experience remains central to long-term growth. Speaking at the Morgan Stanley Laguna Conference, he noted that most customers begin in economy before moving into premium cabins.
American Airlines (AA) is currently investing heavily in premium products such as business suites on the Boeing 787-9 and new Airbus A321XLR cabins (set to debut in December). However, its lack of comparable investment in the economy raises questions about whether it truly understands the full passenger journey.
Photo: Clément AlloingPremium Aspirations vs. Economy Realities
For any carrier, coach passengers form the majority of the customer base. Economy is not simply a way to fill aircraft seats after selling premium cabins; it shapes first impressions and builds loyalty.
Passengers often begin in standard economy, later move to extra legroom, upgrade to premium economy, and eventually purchase business class.
According to View from the Wing, this progression is why airlines like Delta and United (UA) are investing heavily in economy enhancements, while American lags behind.
Delta recognizes that passengers may take decades to move from coach to Delta One. With the average Delta One customer age at 61, Hauenstein explained that offering strong value in coach is critical for nurturing long term loyalty.
Economy, therefore, is not secondary; it is the foundation of an airline’s brand perception.
Photo: American AirlinesAmerican Airlines’ Premium Focus
American Airlines has invested in premium lounges, redesigned Boeing 787-9 cabins, and upgraded premium economy seating. While these moves improve the front end of the plane, they do little for economy flyers.
Domestic first class remains outdated, and coach passengers see few benefits compared to competitors.
United (UA), Delta (DL), Alaska Airlines (AS), and JetBlue (B6) all provide seatback entertainment, buy-on-board food programs, and more legroom options, areas where American trails.
The imbalance creates a weaker overall product, despite strong investment in premium cabins.
Photo: Aero Icarus | FlickrPassenger Journey and Policy Challenges
Customer experience is not defined by seats alone. Policies such as forcing passengers to recheck bags on separate American Airlines (AA) tickets or restricting same day routing changes diminish convenience.
These missteps contrast with the premium image the airline wants to project.
Additionally, baggage mishandling remains a significant issue. American leads US carriers in mishandled bags, and even when luggage is not lost, delivery to the carousel often lags competitors. Such shortcomings affect all passengers, regardless of cabin.
Photo: Tobias GudatCulture of Premium Service
For American Airlines to succeed as a premium carrier, it must elevate economy alongside business class.
This includes adding more extra legroom seats, improving food quality for purchase, and offering seatback entertainment.
Equally important is culture. Employees must understand their role in delivering premium service across all cabins. Messaging from leadership should extend to middle management, where attention to detail has declined.
Even small touches, such as thoughtful boarding music, contribute to the perception of quality.
Photo: Clément AlloingLong Road to Premium Status
Becoming a true premium airline is not about a few upgraded lounges or high end suites. It is a decade long process requiring consistent investment across cabins, customer focused policies, and a cultural shift in how service is delivered.
Passengers form their impressions of a brand in coach, and only then do they gradually progress to premium products.
For American Airlines, the challenge is clear: to build loyalty, it must treat economy as the starting point of the customer journey, not an afterthought.
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The post Delta Says Economy Class Matters Most, American Airlines Falls Behind appeared first on Aviation A2Z.
