American Airlines has noticeably upgraded its in-flight amenity kits, with the recent Raven + Lily collaboration representing a clear improvement over previous offerings. While the carrier has made strides in premium economy, the contents of flagship first-class kits remain surprisingly sparse, raising questions about consistency and value across cabin classes.
The Upgrade: Premium Economy Leads the Way
The new kits, featuring skincare from Joanna Vargas, are a tangible step forward. Premium economy passengers now receive a more substantial and well-designed kit than those in higher cabin classes, a situation that highlights the airline’s current priorities. This isn’t about the absolute luxury of first class; it’s about the relative value.
This strategic focus on premium economy mirrors the cabin’s growing appeal to travelers seeking a balance between comfort and cost. The A321XLR is a good example: premium economy is proving to be a sweet spot for passengers who want a step up without the full price tag of business or first class.
Flagship First Class Lags Behind
Despite the improvements elsewhere, American’s flagship first and business class kits still feel underwhelming. The recent Brandon Blackwood bags were perceived as cheap, even worse than earlier iterations. Passengers are missing basic necessities like combs, pens (required in some countries), mouthwash, and chapstick – staples that were previously standard.
The lack of investment in higher-end amenities is surprising given the premium pricing of these cabins. The airline seems to be prioritizing incremental improvements in lower classes while neglecting the luxury experience it should be delivering at the top end.
A Missed Opportunity for Brand Perception
American Airlines has made positive incremental changes, but it needs to ramp up investment to regain its position as a true premium carrier. The airline should also align its internal communications to ensure that employees understand and support these improvements.
Ultimately, improving the passenger experience is crucial for reversing financial underperformance. By making strategic investments in quality and consistency, American can incentivize customers to choose its flights and upgrade their travel class. Increased profit sharing with labor contracts means these improvements will benefit employees, too.
American Airlines must prioritize consistent quality across all cabins to reinforce its premium brand positioning and drive revenue growth.
