INTERVIEW American Airlines invests $25 billion to enhance passenger experience

Russ Fortson, American Airlines' Asia Pacific managing director, poses in front of the carrier's Boeing B777-300ER. Courtesy of American Airlines

By Kim Hyun-bin

The world's largest carrier American Airlines underwent a major facelift by upgrading its services and products for customers on all of their flights departing from Incheon to Dallas, according to an executive of the U.S. carrier.

American Airlines currently operates seven flights a week on the route.

“Since 2013, we have invested more than $25 billion in our team, in our facilities, in our product and fleet. That $25 billion represents the largest investment of any carrier in the history of commercial aviation in such a short-time period,” Russ Fortson, American Airlines' Asia Pacific managing director, told The Korea Times during an interview in the airline's Seoul office, April 12.

According to the carrier, the investment and accompanying major changes come as an adjunct to the merger of American Airlines and U.S. Airways in 2013 in order to better compete globally.

Fortson says before the investment, U.S. carriers were considered to provide inferior services and quality compared to other international competitors.

“U.S. carriers internationally were rated to have inferior products in terms of seats and in-flight entertainment as there was less investment compared to their international competitors. However, with the recent investments, the carrier now offers world class products and services,” he said.

The airline is heavily focused on training its personnel through the program “Elevate the Everyday,” which the director believes is the most important investment of all.

“We see this as mission critical as people can replicate seats and in-flight entertainment, but it's very difficult to replicate service delivery ― that is unique to your airline. That requires an investment in recruitment and in training to meet the expectations of our customers,” Fortson said.

He says the Korean market is “extremely important” for American Airlines, but added Korean customers are price-sensitive and have a variety of airlines to choose from, making it a highly competitive market.

Despite the fierce competition, American Airlines' major competitive edge is in its connectivity to major cities in both North and South Americas, the managing director said.

“America Airlines has a vast network domestically (in the U.S.) but also to Latin America and the Caribbean which is hugely popular with the Korean consumer in particular for honeymooners, which is a big business in Korea,” Fortson said.

“We have the best schedule to exotic destinations such as Cancun and in the Caribbean. In our flights from Incheon to Dallas, it is timed to connect to those markets and we believe we provide the best schedule to customers going to those destinations.”

The airline also differentiates itself from its competitors by offering premium economy services.

“We have premium economy, what our Korean competitors do not have,” he said. “The premium economy in this market is successful. It is a product Korean consumers are very interested in and appreciate and enjoy. It is a very nice in-between product offering from economy and business class.”

American Airlines took a step further to cater to Koreans by designating a couple of Korean-speaking flight attendants onboard the flights between Incheon and Dallas as well as showcasing the latest Korean movie hits and food.

“We have bibimbap or beef bulgogi served on both directions that is one of our options available on business class. Customers can go online and reserve their meals in advance, something that not all airlines do. We also offer as a snack item, the ever popular Shin Ramyun,” Fortson said.

American Airlines and its affiliate American Eagle offer an average of nearly 6,700 flights per day to nearly 350 destinations in more than 50 countries.