American Airlines punches back in Chicago, in 'fourth inning' of O'Hare rebuild
Chicago has long been competitive turf for airlines, but with some pretty well-defined roles.
United Airlines is the clear leader at O’Hare International Airport (ORD), its home base. American Airlines is a distant second, with its own O’Hare hub operation. And some 30 miles down the road, Southwest Airlines operates a major base at smaller Midway International Airport (MDW).
But just like in any competitive environment, things — every once in a while — get a bit ... shall we say, testy.
Earlier this month, TPG’s Zach Griff reported on some new O’Hare signage and digital advertising from United that not-so-subtly singled out its competitors.
United’s new signs point to its O’Hare terminal as the home to “Chicago’s #1 airline,” with a separate arrow toward the airport’s other terminals denoting “the rest.”
The Chicago-based airline contrasted its flights, destinations and lounges (along with other product offerings) with those of its top Windy City competitors.
There’s more than just an advertising campaign at play, though.
American seeks big growth at ORD
American is in growth mode in Chicago this year.
According to data from aviation analytics firm Cirium, this summer, the total number of seats from O’Hare will be up 21% over last June, July and August. That includes the new nonstop transatlantic service to Naples, Italy launching next week, and a host of new routes from the airport the carrier just unveiled on Thursday.
And after United's recent touting of its own hometown airport growth — fresh off of winning access to more O’Hare gates, to American’s chagrin — executives at the Fort Worth, Texas-based carrier fired back last week.
“If United is gaining [market] share in Chicago, they’re gaining it from somebody other than us,” Steve Johnson, American's vice chair and chief strategy officer, said on the company’s first-quarter earnings call.
Ever since the COVID-19 pandemic, American has placed major emphasis on its self-described “Sun Belt” hubs. In 2024, the carrier flew 12% more seats out of Dallas Fort Worth International Airport (DFW) than it did in 2019, per Cirium. Its seats out of Miami International Airport (MIA) were up nearly 15%, while seats out of Charlotte Douglas International Airport (CLT) were up close to 16%.
Related: Whoa: American announces free Wi-Fi coming next year
The carrier also grew considerably, versus five years prior, at New York City’s John F. Kennedy International Airport (JFK) and Ronald Reagan Washington National Airport (DCA) outside of Washington, D.C.
But American’s total seats out of O’Hare in 2024 lagged 2019 levels by some 21%.
This year, that's changing. The carrier is building back at O'Hare, with plans to offer a combination of new domestic and international routes, plus additional daily flights on existing routes out of its Midwest hub.
Johnson, speaking to analysts April 24, dismissed any thoughts about whether the carrier still sees Chicago as a critical piece of its operation.
“It’s a really key part of our network,” he said. “It’s how we take care of, and connect to, and provide service to, our customers in the Upper Midwest and the Great Lakes region. It’s how we connect passengers across the northern tier of the United States.”
'Fourth inning' of rebuild
Still slightly trailing the number of seats it offered in 2019, though, American isn't done with its growth at O'Hare either.
Asked to make a baseball analogy (fitting for a town known, in part, for its passion for America’s pastime), Johnson estimated that American is in “maybe the fourth inning” of its rebuild in the Windy City. That's out of nine innings, for those who don't fancy a Friday afternoon at Wrigley Field.
Travel demand on American was simply slower to rebound in the wake of the pandemic in Chicago, Johnson said, than it was in some of its other key markets where the carrier ultimately chose to focus its attention in recent years (such as its DFW home base and its MIA and CLT fortress hubs).
“But now we’re focused on rebuilding the position that we’ve traditionally had in Chicago,” Johnson said, while acknowledging a reality. “We understand that we’ll probably always be second-place in Chicago.”
United remains the top dog at O'Hare
United, for its part, is set to grow its own O’Hare footprint this summer, with 10% more seats than a year ago, per Cirium.
But it’ll offer nearly 23% more seats than American between June and August.
The carrier also just reopened its improved and expanded Polaris Lounge inside O'Hare's Terminal 1.
Which American hub could be next for growth?
Besides Chicago, American had three additional hubs at which it flew fewer seats in 2024 than it did in 2019, per Cirium. Among them: Los Angeles International Airport (LAX), Philadelphia International Airport (PHL) and New York’s LaGuardia Airport (LGA).
That said, Johnson noted that the carrier’s combined operation in New York City (between JFK and LGA) this summer will be its biggest ever.
Related reading:
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- American Airlines elite status: What it is and how to earn it
- Maximize your airfare: The best credit cards for booking flights
- The best credit cards to reach elite status
- American Airlines basic economy: What you need to know about bags, seats, boarding and more
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There’s a lot to love about the Amex Gold. It’s a fan favorite thanks to its fantastic bonus-earning rates at restaurants worldwide and at U.S. supermarkets. If you’re hitting the skies soon, you’ll also earn bonus Membership Rewards points on travel. Paired with up to $120 in Uber Cash annually (for U.S. Uber rides or Uber Eats orders, card must be added to Uber app and you can redeem with any Amex card), up to $120 in annual dining statement credits to be used with eligible partners, an up to $84 Dunkin’ credit each year at U.S. Dunkin Donuts and an up to $100 Resy credit annually, there’s no reason that foodies shouldn’t add the Amex Gold to their wallet. These benefits alone are worth more than $400, which offsets the $325 annual fee on the Amex Gold card. Enrollment is required for select benefits. (Partner offer)Pros
- 4 points per dollar spent on dining at restaurants worldwide and U.S. supermarkets (on the first $50,000 in purchases per calendar year; then 1 point per dollar spent thereafter and $25,000 in purchases per calendar year; then 1 point per dollar spent thereafter, respectively)
- 3 points per dollar spent on flights booked directly with the airline or with amextravel.com
- Packed with credits foodies will enjoy
- Solid welcome bonus
Cons
- Not as useful for those living outside the U.S.
- Some may have trouble using Uber and other dining credits
- You may be eligible for as high as 100,000 Membership Rewards® Points after you spend $6,000 in eligible purchases on your new Card in your first 6 months of Card Membership. Welcome offers vary and you may not be eligible for an offer. Apply to know if you’re approved and find out your exact welcome offer amount – all with no credit score impact. If you’re approved and choose to accept the Card, your score may be impacted.
- Earn 4X Membership Rewards® points per dollar spent on purchases at restaurants worldwide, on up to $50,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 4X Membership Rewards® points per dollar spent at US supermarkets, on up to $25,000 in purchases per calendar year, then 1X points for the rest of the year.
- Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com.
- Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com.
- Earn 1X Membership Rewards® point per dollar spent on all other eligible purchases.
- $120 Uber Cash on Gold: Add your Gold Card to your Uber account and get $10 in Uber Cash each month to use on orders and rides in the U.S. when you select an American Express Card for your transaction. That’s up to $120 Uber Cash annually. Plus, after using your Uber Cash, use your Card to earn 4X Membership Rewards® points for Uber Eats purchases made with restaurants or U.S. supermarkets. Point caps and terms apply.
- $84 Dunkin' Credit: With the $84 Dunkin' Credit, you can earn up to $7 in monthly statement credits after you enroll and pay with the American Express® Gold Card at U.S. Dunkin' locations. Enrollment is required to receive this benefit.
- $100 Resy Credit: Get up to $100 in statement credits each calendar year after you pay with the American Express® Gold Card to dine at U.S. Resy restaurants or make other eligible Resy purchases. That's up to $50 in statement credits semi-annually. Enrollment required.
- $120 Dining Credit: Satisfy your cravings, sweet or savory, with the $120 Dining Credit. Earn up to $10 in statement credits monthly when you pay with the American Express® Gold Card at Grubhub, The Cheesecake Factory, Goldbelly, Wine.com, and Five Guys. Enrollment required.
- Explore over 1,000 upscale hotels worldwide with The Hotel Collection and receive a $100 credit towards eligible charges* with every booking of two nights or more through AmexTravel.com. *Eligible charges vary by property.
- No Foreign Transaction Fees.
- Annual Fee is $325.
- Terms Apply.