CEO Robert Isom confirmed American Airlines now prioritizes selling first-class seats over providing complimentary upgrades to elite frequent flyers.
The carrier overhauled its mobile app to merchandise cabin buy-ups as retail products instead of loyalty rewards. This strategy aims to increase premium cabin revenue and match competitor sales models.
Direct sales now account for a significant majority of first-class seats. This shift reduces the available inventory for complimentary upgrades.
Analysts suggest the move devalues AAdvantage elite status. Reduced upgrade opportunities may lower the incentive for travelers to maintain loyalty status.