American Airlines 1997 Annual Report Download - page 26

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tional gateways. The first of these opened in March 1997 at
DFW; during 1998, additional lounges will be built in
Chicago, Miami, New York Kennedy, and Boston.
We are also building other facilities to meet the needs of
our best customers. American’s Platinum Service Center,
which has operated successfully at Chicago O’Hare for several
years, offers a range of check-in, ticketing, AAdvantage and
general business services in an exclusive environment. In
1998, this concept will be expanded to a number of other
domestic cities.
Late in 1997, American introduced a more convenient
way for frequent travelers to upgrade from one class of service
to another. The new process, called electronic stickerless
upgrades, automatically keeps track of each customer’s avail-
able upgrade coupons and processes upgrade requests without
the need for burdensome paperwork.
We are also supplementing our in-flight services. Our
extended-range international fleet, already equipped with in-
seat phones, will be upgraded to satellite communications by
June 1998 to allow customers to stay in touch with the ground
even when the aircraft is over water and outside the U.S.
In the years to come, it will become even more important
for us to reach our customers through alternative distribution
channels. Since American’s Internet home page — which
allows customers to book reservations online — was first
introduced in 1996, average monthly revenues from online
24
In addition to provid-
ing outstanding cus-
tomer service — she’s
won American’s
Professional Flight
Attendant award
three times — Kathy
Johnson is regional
director of Airline
Ambassadors Inter-
national, a worldwide
humanitarian organi-
zation founded by
American Airlines
employees.