American Airlines made two significant pivots in the course of about 14 months.
The first, which started April 3, 2023, was its New Distribution Capability push that included pulling at least 40 percent of its fares out of traditional EDIFACT channels. The carrier also pretty much dismantled its corporate sales team, sending a message that some buyers interpreted as that the carrier didn’t need the corporate market anymore. The second, which started in late May 2024, was American unwinding much of that prior strategy.
CEO Robert Isom was the leader overseeing both decisions.
It isn’t easy to admit when you’ve made a mistake, especially one that is estimated to have cost American about $1.5 billion in lost revenue, but Isom did just…
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