American unveils revamped onboard experience with new amenity kits, bedding and more
American Airlines is gearing up to launch its new Flagship onboard products with a big update to the soft product.
The Fort Worth, Texas-based carrier is debuting new amenity kits, bedding and meals Memorial Day weekend. This includes the airline's first-ever rotating selection of amenity kits, sustainability-focused bedding and additional meal choices as part of a new menu rotation.
"We really based this on customer feedback. So we're incredibly customer-focused at American, we're putting the customer at the center of everything we're doing. And in the design of all of these new amenities and bedding program that we're rolling out, it's really based on customer feedback," Raphael Girardoni, American's managing director of customer experience product and design, said in an interview with TPG.
You'll find all the details below.
New American Airlines amenity kits
American will launch new amenity kits in its first-, business- and premium economy cabins beginning Memorial Day weekend.
The airline will have two different types of kits for travelers: one that's part of its "permanent collection" and another that's offered on a limited-time basis.
The amenity kits will include all the staple amenities that travelers have come to expect from premium cabin pouches, such as a toothbrush, a dental kit, an eye mask and earplugs. The carrier is also partnering with Los Angeles-based beauty retailer Thirteen Lune on the skincare offerings in the amenity kits.
The featured beauty brands will rotate throughout the year, starting with companies such as Joanna Vargas and Relevant.
In addition to the permanent amenity kit, American will also offer limited-edition specialty kits in partnership with Thirteen Lune. The airline isn't sharing the full collection of kits, but it did say that travelers will receive this special limited-time kit for the first few weeks of the summer.
"We're giving our customers fresh and exciting kits throughout the life of the program," Girardoni said.
In anticipation of this announcement, American sent me the new kits. I was impressed by the limited-edition kits, especially the different shapes of the bags. The contents felt a bit basic, especially the scratchy eye mask, but I'm excited to try the new wellness products on future trips.
New American Airlines bedding
Over recent years, we've seen two of the largest U.S. carriers, Delta Air Lines and United Airlines, introduce new bedding and sleepwear focused on sustainability.
Now, it's American's turn to get on this bandwagon as it eliminates the single-use plastic waste that's typically connected to the distribution of pillows and blankets. American's new premium cabin bedding will be distributed in a reusable zipper product bag made with recycled fibers, saving 25 tons of plastic waste a year, according to American.
The carrier will also use recycled fibers and fills from John Horsfall's Re-Thread collection in its new duvets and pillows.
American's new premium cabin pillows will be dual-sided, with a cool-touch fabric on one side and traditional fabric on the other. The airline will also debut new duvets and mattress pads.
Pajamas will remain available in Flagship First (for as long as this cabin is still available) and in the newly introduced Flagship Suite Preferred seats. Slippers will now be available in business class on all international flights, not just on ultra-long-haul flights.
It remains to be seen how customers react to American's new bedding collection, but because flyer preferences are so diverse, there will likely be some travelers who like the new options and some who will miss the old Casper pillows, blankets and mattress pads.
New American Airlines meals
Along with the new amenity kits and bedding, American will also introduce a revamped dining menu this spring.
The airline's new menu rotation includes staples such as pan-roasted chicken and tortelloni pasta, as well as some new dishes like macadamia-crusted sea bass with citrus cream sauce. American does a great job of publishing the menu for its flights within 30 days of departure, so you should start seeing these new offerings launch in the coming weeks.
In addition to the new staples, American is also introducing an extensive new preorder menu for travelers who want to pick their meals before their flight.
American didn't publish the full list of preorder options, but it did mention that there will be rotating selections that vary by region. This includes options such as shawarma seasoned grilled chicken and short rib macaroni and cheese on domestic flights.
In the wake of the coronavirus pandemic, American's onboard catering has remained among the better options in the domestic skies. The airline's meals are generally far more enticing than those offered by United, and they are often on par with what Delta offers in its premium cabins.
Bottom line
All of American's improvements are focused on the soft product — the elements of the flight experience that aren't physically bolted into the plane.
The airline is launching new amenity kits, bedding and meals that are poised to elevate the onboard experience. Of course, we'll have to wait to try out the revamped experience on an upcoming flight, but it should be exciting news for frequent flyers who might be tired of the airline's existing offerings.
While American's announcement is focused on the soft product, the carrier has big upgrades coming to the hard product, with all-new suites launching in the coming months.
American's upcoming deliveries of Boeing 787 Dreamliners will be outfitted with the airline's new Flagship Business Suites with sliding doors and other improvements. The airline will also retrofit its existing Boeing 777-300ERs with the new Flagship Business Suites.
Between the new suites and the upgraded soft product, American is poised to be a top contender for the best business-class experience in the U.S.
Related reading:
- Your ultimate guide to American Airlines AAdvantage
- Best credit cards for American Airlines flyers
- 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
- Everything you need to know about flying basic economy on American Airlines
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- 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.
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- Annual Fee is $325.
- Terms Apply.
Rewards Rate
| 4X | 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. |
| 4X | 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. |
| 3X | Earn 3X Membership Rewards® points per dollar spent on flights booked directly with airlines or on AmexTravel.com. |
| 2X | Earn 2X Membership Rewards® points per dollar spent on prepaid hotels and other eligible purchases booked on AmexTravel.com. |
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Intro Offer
You may be eligible for as high as 100,000 Membership Rewards® Points after spending $6,000 in eligible purchases on your new Card in your first 6 months of Membership. Welcome offers vary and you may not be eligible for an offer.As High As 100,000 points. Find Out Your Offer.Annual Fee
$325Recommended Credit
Credit ranges are a variation of FICO® Score 8, one of many types of credit scores lenders may use when considering your credit card application.Excellent to Good
Why We Chose It
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.