American Airlines is introducing new technology and services to improve the passenger experience as competition in the airline industry grows. The company is focusing on making travel more seamless and personalized, from booking to boarding.
This year, American Airlines has launched several digital tools and service updates. These include booking features powered by generative AI, real-time travel assistance, and upgraded airport kiosks. Anshuman Singh, Managing Director of Customer Experience Digital Transformation at American Airlines, told USA Today, “Travelers are increasingly focused on ‘experiences’ when booking vacations.” He added that the airline aims to meet customers where they are and help them discover destinations that match their interests.
One of the new features is a generative AI-powered booking tool. It allows passengers to search for flights based on the type of experience they want, such as a beach trip or cultural visit, instead of specifying departure and arrival airports. Currently, about half of users on American’s website have access to this tool, with plans to expand it to all users and add an in-app version.
American Airlines is also testing an interactive 3D seat map for its Boeing 787-9 aircraft. This feature lets travelers view seating options in Flagship Business and Premium Economy cabins, see detailed layouts, and get a better understanding of the onboard experience before booking. Other airlines, such as Qatar Airways and Emirates, have introduced similar tools.
A significant development is the new ‘short-hold’ system, which uses real-time data to help connecting passengers make their flights. The system monitors incoming connections and identifies travelers at risk of missing their next flight. If a short delay will not disrupt the schedule, the system automatically holds the flight briefly to allow those passengers to board. Testing began at Dallas/Fort Worth International Airport in May and has since expanded to airports in Charlotte, Chicago, Miami, Philadelphia, and Phoenix. United Airlines has a similar system called ‘ConnectionSaver,’ which has helped save millions of connections by sending alerts to passengers and coordinating gate holds automatically.
American Airlines is also modernizing airport technology with new-generation kiosks at airports such as Boston, Philadelphia, and Washington. These kiosks allow passengers to check in, scan boarding passes, and print bag tags in under two minutes. The airline is expanding its touchless bag drop technology, first introduced after the COVID-19 pandemic at Dallas/Fort Worth and Ronald Reagan Washington National Airport. This system lets passengers drop off bags using digital verification, without needing a physical ID or boarding pass, aiming to reduce wait times and improve efficiency.
Additionally, American has updated its mobile technology so that boarding passes now appear automatically in Apple Wallet after check-in, removing the need for manual addition.
