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Home » American Airlines » New American Airlines Business Class Seats Are Only Half The Battle
American Airlines

New American Airlines Business Class Seats Are Only Half The Battle

Matthew Klint Posted onFebruary 8, 2020November 14, 2023 7 Comments

News leaked yesterday of two new business class seats under consideration by American Airlines. While either seat looks promising, both must come with a corresponding investment in the soft product.

We know that American Airlines is testing new business class seats out because Dallas-area top-tier flyers were invited to sleep tests. But those are highly protected (I’ve participated in a similar project with Lufthansa and it felt like we were on a top-secret government facility; one engineer warned he would cut my balls off if I ever blogged about it…) so until now we have no insight over what is being tested.

But @xJonNYC (as usual) has the scoop. The first seat under consideration would represent an evolution rather than revolution. That’s the Collins Aerospace Super Diamond seat with a closing door, similar to what you’ll find aboard the British Airways A350-1000. American already has this seat type on some 777-200s and 787-9s (without doors) and its quite comfortable and a crowd pleaser.

a seat on a plane

AA is also considering a seat by Adient Ascent. The interesting thing about these seats, which Hawaiian Airlines recently chose but have not yet been installed onboard a commercial aircraft, is that they are highly customizable.

a bed and pillows in a room

In the same cabin you can theoretically have forward-facing, rear-facing, herringbone-style, and reverse herringbone-style seats. While difficult to picture (check out the video below), it could represent an innovate new approach to business class seating.

Furthermore, these seats allow for actual double beds. In alternating center sections, the partition between seats could be fully lowered. This would allow for the placement of a single mattress pad and a double bed that couples or families traveling with a young child could actually share. That sort of innovation is intriguing.

Don’t Overlook The Soft Product

All good news, but American Airlines has a soft product deficit that it must face just as aggressively as its search for a new seat. Grouchy flight attendants who are given little to work with can make even the most comfortable seat uncomfortable. Poor food quality may not turn away most customers, but it will not build brand loyalty.

Ultimately, leadership must inspire and American’s next generation business class must focus on winning hearts and minds through great service and a serious effort on the soft product, not just a new seat.

CONCLUSION

It is good that American Airlines is looking ahead to update its business class cabin and offer more privacy. It will be interesting to see if American Airlines eliminates first class when it updates its 777-300ERs. If not, will American Airlines finally try to offer a first class cabin and a soft product in business and first class that consumers will actually laud, not just tolerate?

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About Author

Matthew Klint

Matthew is an avid traveler who calls Los Angeles home. Each year he travels more than 200,000 miles by air and has visited more than 135 countries. Working both in the aviation industry and as a travel consultant, Matthew has been featured in major media outlets around the world and uses his Live and Let's Fly blog to share the latest news in the airline industry, commentary on frequent flyer programs, and detailed reports of his worldwide travel.

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7 Comments

  1. WHS Reply
    February 8, 2020 at 9:10 am

    The Super Diamond is actually on some 777-200s not -300s. The -300s have Cirrus seats licensed from Cathay Pacific.

  2. Mak Reply
    February 8, 2020 at 10:15 am

    AA has a mediocre product, but that’s far from their biggest problem. I fly AA far less than I used to because they destroyed their route network, making it impossible for flyers in the biggest city in the country and the financial center of the world to fly to a great many places without stopping in places like Philadelphia and Charlotte. The seat becomes irrelevant at that point.

  3. faszkalap Reply
    February 8, 2020 at 11:55 am

    Still better than United.

    • Matthew Reply
      February 8, 2020 at 1:12 pm

      I don’t know about that…

      • Richard Reply
        February 8, 2020 at 5:10 pm

        As bad as AA is, still better than United..

  4. Aaron Reply
    February 8, 2020 at 1:52 pm

    Yeah, AA can improve the seats all they want…as long as they improve the service and food as well.

  5. Andy K Reply
    February 8, 2020 at 4:26 pm

    I am intrigued by the double bed. Perhaps some will use it in joining the mile high club.

Leave a Reply to WHS Cancel reply

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