One of the things that make life in the airline business so interesting is the incredible velocity of change. To compete and win in the marketplace, we must continually adapt — and in recent years, we have made dramatic, sweeping changes in just about every aspect of the American Airlines and American Eagle operation. However, the way we sell our product is a great example of the tightrope we must walk: developing innovative ways to use new technology but simultaneously offering the personal touch and assistance many of our customers desire.

When you call American to book a flight, the Reservations representative on the other end of the line is part of a tradition as long and as storied as the airline itself. Our Res team includes roughly 6,000 highly trained men and women located predominantly in the United States but also — consistent with our status as the world’s biggest airline — in scattered locations around the globe. AA Reservations never sleeps. We have hundreds of representatives who speak multiple languages, and, collectively, our team handles about 100 million calls per year.

On a typical day, an individual representative will take care of perhaps 80 different customers, and because every call is as unique as it is important, Res houses specialized departments for domestic and international travel, AAdvantage award travel, meeting services, and baggage services, just to name a few. This specialization helps to hone the skills of our diverse workforce, enabling them to better serve your specific needs. We also have an Off Schedule Operation Desk, which leaps into action to take care of customers at the airport who are impacted by bad weather or any other service disruption.

While the expertise and personal touch of our people make AA Res a great choice for lots of our customers, an ever-increasing number of you are choosing the speed and convenience of planning and booking your travel through AA.com, our award-winning website. AA.com is our largest and fastest-growing channel for customers to do business with us. We get about a million visitors to our site each day, and given the enhancements our Interactive Marketing and Technology teams have implemented in recent months, I am confident that that number will only go up in the months to come. Significant enhancements this year include our Lowest Fare Guarantee, which you can find out more about at www.aa.com/guarantee. We have also added a new flexible fare-search capability that enables you to search for low fares based on your desired destination and length of stay in a range of possible days. Current and future Admirals Club members can now renew or purchase memberships on the newly redesigned Admirals Club page.

Even if you book your travel through Res or another distribution channel, AA.com can be a great resource for checking in for your flight, printing your boarding pass, managing your AAdvantage account, planning future travel, or just keeping up with everything happening at your favorite airline.

Given the scale of our business and the diversity of our customers, no single approach or touch point is going to work best for everybody. So we will continue to offer you multiple ways to interact with us. No matter how you bought your ticket for today’s flight, we are grateful that you chose to honor us with your business, and we look forward to seeing you again very soon.

Have a great trip!

We’d love to hear what you think about our airline and our employees. Please write to us at www.aa.com/customerrelations.

Picture of Gerard Arpey

GERARD J. ARPEY
Chairman & CEO
American Airlines