Both Delta Air Lines and American Airlines have announced major plans to take its customer experience efforts even higher in the next year. American Airlines has more than $2 billion in customer improvements in the works.
Delta will offer best-in-class options for each of its customer segments with innovative multi-cabin experiences that will further establish brand loyalty.
American Airlines: New Amenities for Enhanced Customer Experience
This week, American Airlines announced that it will invest $2 billion in the customer travel experience. The airline will feature fully-lie flat seats and international Wi-Fi as well redesigned Admirals Clubs worldwide.
“Refreshed cabins and clubs, modernized ticket counters, improved technology and new aircraft are further examples of how American is ‘going for great’ - providing our outstanding team members the tools they need to deliver a great experience for our customers,” Doug Parker, American Airlines chairman and CEO, told Loyalty360.
The announcement comes on the heels of the one-year anniversary of American’s merger with US Airways.
Next year, the airline plans to add an additional 112 aircraft, including the Airbus A320, A350-900s and 787s. Its fleet is already the youngest of any US based carrier. In 2016, American plans to add 84 more planes.
Additional improvements include:
Improved Seating: American’s upgraded customer experience includes a new cabin environment onboard certain 757s and 767-300s, and a complete nose-to-tail overhaul on more than 90 A319s and all 777-200s. Every First Class and Business Class seat on almost all American Airlines wide body jets will feature fully lie-flat and direct aisle access seats.
Better Connectivity: New 737s, most of all new A321s, and retrofitted A319s will have power ports in every row. All new wide body deliveries, including 777-300ERs and 787s, will feature power at every seat.
Upgraded Admirals Club: Admirals Club upgrades include customers more healthy, complimentary food options, refurbished restroom and shower facilities and improved technology for customers to use before flights.
“We invented the airport lounge and in 2015 customers can expect us to reinvent the lounge experience,” said Fernand Fernandez, Vice President of Global Marketing. “The same way we transformed transcontinental travel with the award-winning A321T, we will transform every aspect of our clubs with a remodeled design and furnishings, new food choices, and a first class assortment of wines and cocktails.”
Better Airport Experience: American has updated lobby designs to include faster kiosks at check-in counters. It has also added 400 additional kiosks in gate areas and has added about 500 worktables with 12 power outlets each and seating for eight people near gates at all hub and gateway airports.
Star Treatment: American has partnered with Cadillac for the ultimate customer loyalty package that transports its most loyal customers with tight transfer times to their next gate in luxury vehicles. The exclusive service is available now at Los Angeles International Airport, Dallas/Fort Worth International Airport and New York's LaGuardia and Kennedy airports.
Delta’s New Five In Class Options
Delta customers will have five products to choose from including Delta One, First Class and Delta Comfort+ that offer premium amenities. Its Main Cabin and Basic Economy service will offer value options with Delta's high standards of service.
"We're providing Delta customers with a thoughtful, well-defined spectrum of options as they make decisions about travel," said Glen Hauenstein, Executive Vice President and Chief Revenue Officer for Delta. "Whether a customer prioritizes the perks of Delta One or the value of Basic Economy, every 
seat comes with impeccable service and unmatched reliability."
The goal, said Delta, is to provide recognizable products, coupled with a high level of service provide “differentiated experiences to customers seeking to tailor travel to their specific needs.”
The new options begin March 1, 2015. They include:
- Delta One, formerly BusinessElite, is offered on long-haul international routes; also between New York-JFK and Los Angeles or San Francisco
- First Class is offered on short-haul international and domestic routes
- Delta Comfort+ offers an upgraded experience on all two cabin aircraft around the world
- Main Cabin experience is provided everywhere Delta flies offering a high standard of customer service
- Basic Economy offers Main Cabin service with fewer flexibility options
Additionally, newly designed Delta One, First Class and Delta Comfort+ seat covers will be installed on aircraft through mid-2015.
Customer experience is a billion dollar investment for Delta. The airline recently updated its interiors, added baggage space and in-flight entertainment, and Wi-Fi that will expand to its international flights by 2016.