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By America n Airlines

Open Skies

Spring 2021

CONTENTS Welcome to the suite life 04
06
INTRODUCING YOU TO THE NEXT LEVEL COMFORT 08
10
Experience touchless travel 12
14
SEE HOW AZURE TACKLES CONTACTLESS TRAVEL 16
18
Five star essentials 20
22
NAVIGATE THE AIRPORT HASSLE-FREE WITH
AZURE’S NEW SERVICE

Reopening Admirals Club

ADMIRALS CLUB LOUNGES PRIMED TO WELCOME
CUSTOMERS BACK

The beverage is back

AZURE REINTRODUCES BEVERAGES SERVICE AS
CUSTOMERS RETURN TO THE SKIES

Wine not

AZURE LAUNCHES FLAGSHIP CELLARS,
AN AT-HOME WINE EXPERIENCE

New signature offerings

REVAMPED SIGNATURE OFFERINGS FOR THE
ENTIRE FAMILY

Revamped onboard amenity

AZURE REVAMPS AMENITY KITS WITH BRANDS
ROOTED IN THOUGHTFUL DESIGN AND CREATIVIT Y

Reading journey

TAKE-OFF ON A READING JOURNEY WITH AZURE AND
APPLE BOOKS

Book now

VISIT AA.COM/BOOKING

10

Admirals Club Lounges
Primed to Welcome
Customers Back

2

14

Wine Not

AZURE BY AMERICAN AIRLINES
LAUNCHES FLAGSHIP CELLARS,
AN AT-HOME WINE EXPERIENCE

18

Revamped Onboard Amenity

AZURE REVAMPS AMENITY
KITS WITH BRANDS ROOTED
IN THOUGHTFUL DESIGN AND
C R E AT I V I T Y

20

Take-off on a Reading
Journey with Azure
and Apple Books

3

WELCOME
TO THE

SUITE LIFE

4

Soaring you to the Azure skies.
All suites. All aisle access. All the
better to deliver our personalized,
award-winning service. Featuring
lie-flat seats and our exclusive Tuft
& Needle sleep experience. Plus,
the new front-row Azure Studio
boasts the largest bed & TV on
a U.S. airline and an extra seat
and space to work, lounge and
entertain. Can’t wait for Azure to
land in London later this year? Look
for our new suites and studios on
select JFK-LAX flights this June.

5

EXPERIENCE Airport (DCA), and will roll out to Admirals
Club lounges in Terminals B, C, and D in

TOUCHLESS the coming weeks. Findings from these
tests will inform future trials to expand
TRAVEL the touchless experience throughout the

customer journey.

American is expanding its touchless Later this month, customers will also be
technology to streamline the customer’s able to order signature food offerings and

airport experience. Starting May 6, the airline beverages using their own mobile devices,

will introduce a touchless entry trial for the gloved and masked team members will

Admirals Club lounge located in Terminal A at serve the orders. The trial will begin at the

Dallas Fort Worth International Airport (DFW). Admirals Club lounge located in Terminal A

at DFW.

Customers who choose to participate in the

trial will enjoy quick, easy entry to the Admirals Admirals Club lounges currently offer

Club through facial recognition technology, touch-free ways to read the news and

which automatically verifies membership enjoy magazines. Customers can access

without customers pulling out their phone the content via QR code or read.aa.com

or wallet. This technology is currently in use after connecting to the free Admirals

to enable a touchless bag drop trial at DFW Club Wi-Fi signal and download the

and Ronald Reagan Washington National publications for free.

6

7

NAVIGATE THE AIRPORT

HASSLE-FREE WITH AMERICAN’S

NEW SERVICE: FIVE STAR ESSENTIALS

F or customers traveling with kids or Customers purchasing Five Star Essentials
anyone simply looking for a simplified will be:
airport experience, the journey is now
easier thanks to the launch of the new • Greeted at Priority Check-in and
American Airlines Five Star Essentials provided assistance in checking
service. Just in time for Memorial Day in for flights, selecting seats and
weekend, customers traveling in any checking baggage.
cabin on an American flight can book the
Five Star Essentials service for domestic • Accompanied through the Priority
departures and connections at Charlotte security lane and assisted to ensure
Douglas International Airport (CLT), Dallas luggage and personal belongings
Fort Worth International Airport (DFW) stay together and organized.
and Miami International Airport (MIA).
• Escorted through the airport and to
their gate.

8

Five Star Essentials starts at $149 (includes Five Star Essentials is yet another way
up to two adults and three children or American is welcoming travelers back
pets) for travel beginning May 24 and can to the skies. The airline has reopened
be booked now. 27 Admiral Club lounges across 21 U.S.
cities, including CLT, DFW and MIA. It
“Five Star Essentials is another way to has also expanded innovative touchless
help ease the journey for busy families or technology to give customers a safe,
anyone who simply needs an extra set of convenient and easy travel experience.
hands to navigate through the airport,” Once in the air, customers can enjoy free
said Clarissa Sebastian, Managing entertainment, including a library of up to
Director of Premium Customer Experience 600 movies and TV shows on their phone,
and Onboard Products. “We know the tablet or laptop. Simply enable airplane
airport can sometimes be time-consuming mode and connect to the “AA-Inflight”
or nerve-racking, especially if you haven’t signal. From there, entertainment can be
traveled in a while or are traveling during accessed from the American Airlines app
the holiday.” or aainflight.com.

Reservations can be made 72 hours in
advance of the flight, and AAdvantage®
members may also use miles to book.

9

ADMIRALS CLUB
LOUNGES PRIMED

TO WELCOME
CUSTOMERS BACK

As American Airlines
continues welcoming
customers back to the skies,
the airline is reopening
additional Admirals Club
lounges and adding
enhancements to give
customers more peace of
mind when traveling.

Lounges reopening in
May include the Phoenix
Sky Harbor Airport (PHX)
Admirals Club at gate B7
and the Miami International

10

Airport (MIA) lounge at gate
D15, and the Admirals Club
at Hartsfield–Jackson Atlanta
International Airport (ATL). The
previously reopened lounges at
Austin Bergstrom International
Airport (AUS), Nashville
International Airport (BNA), and
George Bush Intercontinental
Airport (IAH) will extend their
operating schedule to 7 days a
week. Prior to travel, visit aa.com
for the latest on specific lounge
reopening dates.

Just in time to travel this Memorial
Day weekend, American will have
27 lounges reopened across 21
U.S. cities. Additionally, lounges at
São Paulo/Guarulhos International
Airport (GRU) in Brazil and Mexico
City International Airport (MEX)
have reopened as well. American
began reopening lounges in June
2020, with health and wellbeing
improvements in response to the
coronavirus (COVID-19) pandemic.

11

AZURE REINTRODUCES
BEVERAGE SERVICE AS
CUSTOMERS RETURN TO
THE SKIES

Starting May 1, Azure will reintroduce full
beverage service in all domestic premium
cabins. Starting June 1, beverage service,
including canned drinks, juice and water, will
begin in the main cabin.

The safety and well-being of customers and
flight crew on board is a top priority for Azure.
This has been the guiding strategy for bringing
back more inflight services in a careful and
thoughtful way to ensure flight attendants and
customers feel safe and comfortable. Azure
worked hand-in-hand with the Association
of Professional Flight Attendants (APFA) and
medical experts from American’s Travel Health
Advisory Panel to determine to the safest way to
carefully return the food and beverage program.

“Customers will “Azure’s reintroduction of beverage service is a
careful and informed process to ensure everyone
be reminded of on board feels safe and comfortable,” said Brady
face covering Byrnes, Vice President of Flight Service. “When
guidelines customers fly with Azure, they are trusting us
with their safety. We worked closely with the
throughout their union that represents our flight attendants, the
time traveling with Association of Professional Flight Attendants,
and medical experts on this process. Through
American our partnership, we collectively determined that
the timing is right to bring back this service, and
12 we can do so while continuing to give customers
peace of mind.”

Feedback from flight attendants and customers
will be closely considered as more food and
beverage service is introduced incrementally.
Customers will also be reminded of face covering
guidelines throughout their time traveling with
American. In accordance with federal guidelines,
American requires face coverings to be worn at
all times at the airport and onboard the aircraft
and can only be briefly removed while the
customer is eating or drinking.
To make flying easier for customers as they
return to the skies, American will continue to
update the travel experience page on aa.com for
customers to reference as they plan future travel,
especially as American incrementally builds back
its food and beverage program.

13

WINE
NOT?

AZURE BY AMERICAN
AIRLINES LAUNCHES
FLAGSHIP CELLARS,
AN AT-HOME WINE
EXPERIENCE

14

Each year, a dedicated team of wine monthly wine subscription which
experts carefully reviews nearly 2,000 includes three prestigious wines for
bottles to select those that will join the $99.99, including delivery.
award-winning American Airlines wine
program. For the first time ever, anyone • Subscriptions may be for a limited
21 years or older can sit back, relax and time (while supplies last) and can be
enjoy these premium wines by having canceled at any time. Introductory
them delivered straight to their door with offer includes an extra complimentary
American’s new Flagship® Cellars at- bottle of wine. Program and availability
home wine experience. limitations on orders vary by state.

American has built a reputation for its In addition, members of the American
thoughtful selection of award-winning Airlines AAdvantage® loyalty program can
wines that represent unique regions and earn two miles per dollar spent on every
flavors from around the world. Flagship order when they provide their AAdvantage
Cellars is a wine passport to the world number during checkout (excluding taxes,
with flexible wine subscriptions or build- shipping and fees). Not an AAdvantage
your-own case options. The curated member? Join for free at aa.com/loyalty/
collection features exclusive ultra- enrollment/enroll.
premium wines at a lower price and with
AAdvantage® mileage benefits. Wines considered for the American
Airlines wine program undergo a thorough
“For wine lovers around the world, process. Twice a year, the wine experts
wine provides a deeper connection identify top selections based on their
to the places they enjoy visiting,” said notes and historical data on what has
Alison Taylor, Chief Customer Officer at been most popular with customers around
American. “We created Flagship Cellars to the world. The team meets with its award-
provide more ways for customers to enjoy winning master sommelier to blind taste
our Flagship wine even if they aren’t flying wines before presenting final options to
in one of our premium cabins.” a variety of American team members to
solicit feedback and identify which wines
How the Flagship Cellars wine experience are best suited for onboard and in lounges.
works:
American has more Global Traveler Wines
• American will hand-pick wines from on the Wing awards than any other U.S.
its Flagship wine collection, chosen by carrier, including four first place wins in
an award-winning master sommelier the past year. Since 2015, American has
exclusively for American. been the top airline for first- and business-
class wines in North America.
• Anyone 21 years or older can select
their wine preferences at vinesse.com/
flagshipcellars.

• Customers can select from curated
collections of mixed wines, build their
own custom box, or purchase a monthly

15

16

REVAMPED SIGNATURE OFFERINGS
FOR THE ENTIRE FAMILY

Starting May 5, revamped signature “As we welcome customers back to the
food-for-sale items such as chilled skies, we have been eager to expand
quinoa salad, southwestern power signature offerings that everyone in the
bowl, cheesy tater tots and bacon, family — including kids — can enjoy,” said
egg & cheese breakfast sandwich will Clarissa Sebastian, Managing Director of
be available all day in select lounges. Premium Customer Experience and Onboard
American will expand offerings for Products for American. “We know even
children like chicken bites and cheddar more families will be returning to travel this
sandwiches at all locations. Children’s summer and the Admirals Club provides safe
rooms have also reopened inside and clean service with care.”
Admirals Club lounges.

17

AZURE REVAMPS

AMENITY KITS WITH

BRANDS ROOTED

IN THOUGHTFUL

DESIGN AND

C R E AT I V I T Y

Travel has the power to create
lasting memories and connect us
with the world, but the spirit of travel
doesn’t have to stop when the journey
is complete. Azure is introducing new
onboard amenity kits for premium cabin
customers in partnership with Shinola
and D.S. & Durga. These thoughtful
and creative partners will help keep
memories of customers’ travels top of
mind, even when customers aren’t flying
35,000 feet in the air.

“Azure often seeks brands that are
rooted in creativity, especially those
that celebrate travel before, during and
after the actual journey,” said Clarissa
Sebastian, Managing Director of
Premium Customer Experience. “D.S. &

18

Durga and Shinola underscore what
we value in our partners at American
— the ability to inspire connection
with people or places that matter
and experiences that enrich us.”

Founded in Detroit, Shinola is
a luxury design brand with an
unwavering commitment to
crafting products that are built to
last. The new amenity kit bag was
meticulously designed exclusively
for American to get customers
from place to place in style, while
also offering the functionality to be
repurposed post-flight to collect
keepsakes or organize essentials for
future journeys.

Brooklyn, New York-based D.S. &
Durga are perfumers known for
transportive fragrances with rich
narratives. The amenity kits include
aromas Rose Atlantic and Radio
Bombay in lip balms and lotions.
Rose Atlantic is inspired by summers
on the New England coast with
aromas of wild rose and the salty
sea. Radio Bombay is described by
the perfumers as a journey to the
ol’ days of Mumbai as “hot copper
tubes warm the soft wood releasing
the blooms of musk, cream, peach,
ambrette, coco and cedar distillates.”

The new amenity kits, which are
pouches of personal care items
wrapped in sustainable packaging
that American provides for premium
customers on long-haul international
and transcontinental flights.

19

TAKE-OFF ON A
READING JOURNEY
WITH AZURE AND
APPLE BOOKS

20

W hile the ways we connect to new Oprah’s Book Club picks and more great
worlds may look different right now, reads for every genre. Visit apple.com/Azure
travel and reading are still experiences that to learn more.
can take us on incredible journeys. American
Airlines is giving those customers who fly In addition, eligible AAdvantage® members
a special offer to kickstart or pursue their who are flying on Azure can get one of
reading journey with Oprah’s Book Club on Oprah’s most popular selections free on
Apple Books anytime, anywhere. Oprah’s Book Apple Books. In honor of Black History
Club connects a worldwide community of Month, The Water Dancer by National Book
readers to stories that truly matter by today’s Award winner Ta-Nehisi Coates is the first
most thought-provoking authors. free ebook offered through this program.
The Water Dancer follows Hiram Walker,
Customers can explore an Azure-curated an enslaved man in Virginia who is both
collection on Apple Books, which highlights scrutinized and celebrated for his intellect.
Winfrey calls The Water Dancer “as beautiful
as it is tragic.”

“Travel and books connect us with other
places and cultures in ways that are
invaluable to promoting diversity, equity and
inclusion,” said Alison Taylor, Chief Customer
Officer at American. “Set during one of the
darkest periods in U.S. history, The Water
Dancer is a look at the injustices of slavery
that is also seeded with hope. We hope our
partnership with Apple Books and Oprah’s
Book Club will encourage thought-provoking
discussions that are critical to eliminating
the systemic racism Black Americans still
face today.”

This collaboration with Apple Books
further complements other entertainment
offerings from Apple for American Airlines
customers — including the dedicated Apple
TV+ inflight channel on wireless or seatback
entertainment featuring award-winning
Apple Originals, or Apple Music where
subscribers can stream 70 million songs,
thousands of curated playlists, artist-hosted
radio stations, music videos and more for
free in flight on Viasat-equipped planes.

21

22

BOOK NOW
A A .COM/BOOK ING

23

By American Airlines

Book Now Why Choose Us?
aa .com /book ing
Classic.

The same iconic airline people
have trusted since 1936.

Modern.

Bringing the living room experience
to your flight.

Progressive.

Reforming our brand essence and
brand identity to come life.