An American Airlines desk agent assists a customer with a digital kiosk

Serving our customers

American’s customers can travel to more than 350 destinations globally, and we work to create a world-class travel experience. From our focus on driving operational excellence to enhancing all aspects of the journey, we have made customer satisfaction a priority. We have created new benefits for our customers through expanded functionality across our digital channels, improved check-in and boarding processes and a wider range of inflight entertainment offerings.

A helpful American Airlines agent helps a customer check in on their mobile phone

Focusing on operational excellence

Our goal is operational excellence no matter the circumstances so that we can provide the best possible experience for our customers. We have focused on improving the tools we can use to manage issues that might otherwise disrupt our operations. For example, our proprietary Smart Gating tool reduces situations where arriving aircraft must wait for an available gate, giving customers more time to make their connections. Our Hub Efficiency Analytics Tool (HEAT) is another example. HEAT dynamically adjusts flight schedules to keep customers, crews and aircraft moving and to avoid cancellations when severe weather and other extraordinary situations threaten to disrupt our schedule.

Providing an enhanced travel experience

Exceptional service is crucial to American’s success, and we continue to be recognized for our efforts. For the seventh consecutive year, American received a prestigious Five Star rating from APEX — the Airline Passenger Experience Association — in the Global Airline category. This rating is based on verified customer feedback on the overall travel experience.

Among recent initiatives, we continued to put more power in the hands of customers through an enhanced user experience on both aa.com and the American Airlines mobile app. Most customer travel needs can now be met through one of these digital channels. In 2024, American also became the first airline to allow customers to stream video content from their favorite streaming platform on 100% of our mainline fleet. We take pride in offering extensive accessibility options as part of our inflight entertainment as well. They include dubbing in multiple languages, English audio descriptions for the visually impaired and dynamic subtitles for travelers with impaired hearing.

Supporting passengers with special requirements

We have made significant investments in tools and training to deliver a positive travel experience for customers flying with wheelchairs and other mobility devices. In 2024 alone, we invested more than $175 million in services, infrastructure, training and new technology that will further ease the customer journey and help us transport our customers’ specialized equipment. During the year, we transported more than 208,000 wheelchairs and other personal mobility devices. Among our latest innovations, we have deployed new wheelchair tag technology to help our team members handle, load and properly transfer customers’ wheelchairs throughout their journey.

A person in a wheelchair, navigating through an airport

Working hard to treat our customers fairly

We work hard to make our customers’ experience a positive one. At the same time, managing an average of more than 6,000 departures per day is a complex undertaking. Inevitably, some of our flights are affected by adverse circumstances — some within our control and others not. When that happens, the policies and practices described in our customer service plan govern how we respond.

Serving our customers

Focusing on operational excellence

Providing an enhanced travel experience

Supporting passengers with special requirements

Working hard to treat our customers fairly

Sustainability at American Airlines

About American Airlines