American Airlines 1999 Annual Report Download - page 16

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conference in Washington, D.C., we told the world
that we would remove two rows of seats from the
coach cabins of our entire fleet. The extra space will
be spread throughout the remaining rows, giving
more legroom and personal space to every passenger
traveling in coach.
American Airlines and American Eagle invested
heavily in improving the customer experience from
beginning to end in 1999. But the experience need
not end when the plane touches down. The
company places a high level of importance on
sustaining contact with its best customers, and one
of the best ways to do that is through the
powerful combination of AA.com and the
AAdvantage program.
The Internet presents an opportunity
for American to market and sell
products and services in new
ways, communicate more
effectively with its best cus-
tomers and lower distribution
costs. The cornerstone of
American’s Internet strategy is
AA.com, its award-winning Web
site, where members can check their
AAdvantage account balances, pur-
chase upgrades and, of course, brainstorm ideas for
their next trip on American.
American’s bookings on AA.com have grown dra-
matically since the addition of online reservations in
1996, and the site is attracting a high proportion of
top-tier AAdvantage members. The success of AA.com
is in part a function of its focus on American’s core
strengths, including a known and trusted brand, the
world’s premier reward and recognition program,
quality service and customer support.
AA.com is not the only piece of American’s
Internet strategy. American has built relationships
with other major Internet travel agencies including
Travelocity.com, Expedia and Priceline.com. What’s
more, in January 2000, American announced a
partnership with America Online to form an
online program called AOL AAdvantage,
which unites the strength of the world’s
largest loyalty marketing program with
the world’s leader in interactive services.
Tens of millions of AOL AAdvantage
members will be able to earn and redeem
miles from hundreds of online merchants.
Special mileage offers and discounted prod-
ucts and services will be marketed through a
new Web site, www.AOLAAdvantage.com, to
14
727-200
Manufacturer: Boeing
(USA)
Number in Fleet: 68
Number of Seats: 150
1962
1963
1964
1965
1966
Chicago O’Hare
International replaces
Midway as American’s new
base in the Windy City. Sabre,
the first computerized reserva-
tions system in the airline
industry, is introduced.
Curbside baggage check-
in, successfully tested in
Los Angeles, spreads
across the system to
improve passenger
convenience.
Trijet Boeing 727 “ Astrojets”
join the fleet and soon
begin replacing prop
aircraft in shorter-haul
markets. “ Astrovision” and
“ 21 Club Service” enhance
transcontinental flights.
The first of 30
BAC-111s, called
“ 400 Astrojets,” arrive
at the Tulsa base before
beginning service early
in 1966.
With its final DC-6 flight
on the 63rd anniversary
of the Wright Brothers’
first powered flight,
American becomes an
all-jet airline.
In addition to
flying people all
over the world,
American also
shipped more than
2.65 billion tons of
cargo in 1999.