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American Airlines instituted a new policy change for its boarding process, which took effect in October of last year. Shortly afterward, the airline made the decision to begin the elimination of its physical carry-on size checking stations at airport gates. American hopes to make the boarding process more efficient and easier on both staff and customers through its new policy.
Bottlenecks at the gate during the boarding process are problematic for airlines as much as they are for customers. The new policy is designed to alleviate that issue for all parties. Forcing passengers to test their bags in the metal sizers, especially those unsure of the fit, created chokepoints and slowed down the entire boarding process. Removing them is intended to allow for a smoother flow of passengers onto the aircraft.
The Size Isn’t Changing, But The Process Is
Instead of using the physical size-checking station, gate agents and cabin crew will use their discretion to determine whether a carry-on bag is too large for overhead storage. The actual checking stations will still be available in the lobby areas at airports, but the gate area will no longer have them.
Reports indicate that the policy regarding bag sizes is not changing; only the process for determining whether the bags exceed limits and for enforcing the policy is changing. American’s staff will now have more discretion to make the best decision they feel is right for the flight at that time.
Erring On The Customer Side
The airline’s policy is designed to make it smoother and less stressful for everyone as the airplane opens its doors to flyers on the move. The new visual assessment policy is intended to err on the side of the customer if bags appear slightly oversized. That doesn’t mean a free-for-all is coming: rather, adhering to strict dimensions is replaced with more discretion on the part of staff to make things easier for everyone.
Last-minute disputes between gate agents and passengers over whether a bag fits can be stressful and embarrassing for everyone involved. This change aims to minimize these negative interactions and empower agents to use discretion, ideally “erring on the side of the customer” for borderline bags.
American Airlines is seen by some to have a poor reputation that reportedly stems from a combination of frequent operational failures and a perceived lack of a customer-service culture that prioritizes cost-cutting and efficiency over passenger comfort and care. Its new carry-on policy may help its reputation by reducing a major source of passenger frustration and conflict at the gate, directly addressing issues that contribute to a negative customer experience.
While all US airlines face challenges, American Airlines frequently leads in negative metrics across various studies and government reports, creating a perception that the airline does not care about its customers. Numerous reviews and reports describe staff, from gate agents to phone representatives, as surly, unhelpful, or out of touch with customer needs. Hopefully, the new policy change will make a step in the right direction for the staff and their customers.
Oversized Bags
Should your bag be oversized, you will still have to check it, and there may be a fee. By keeping sizers in the check-in and lobby areas, the airline hopes passengers will verify their bag sizes earlier in their journey, rather than at the last minute, right before boarding. This shifts the enforcement point to a less time-sensitive area.
You will be required to pay the standard checked baggage fee at the gate, which depends on your destination and how many bags you have already checked. The first checked bag is typically $40, with additional bags costing more. If the bag is also overweight, additional fees will apply.
For flights on the mainline aircraft, you will leave the bag at the end of the jet bridge before boarding the plane. You will then collect it at the baggage carousel at your final destination. For flights on smaller American Eagle regional jets, which have limited overhead space, your bag will be tagged as a ‘valet bag.‘ Passengers pick these up on the jet bridge immediately after exiting the plane.
It is always cheaper to check a bag online or at the lobby counter before going through security. Before handing over your bag, ensure you remove any essential items, such as medication, electronics, keys, and documents, as these should always remain with you in the cabin. If you have AAdvantage elite status or a co-branded American Airlines credit card, you may be entitled to free checked bags, in which case the gate agent will likely check the bag free of charge.
Should Overhead Bin Space Be Guaranteed For Everyone?
Travelers often experience increased stress and anxiety about the possibility of having to check their carry-on luggage involuntarily.
American’s Luggage Policy
American’s baggage policy has been unpopular for years as many view the policy as a combination of high fees coupled with poor service, inconsistent enforcement, and a high rate of mishandled luggage. While its baggage fees are not exorbitant compared to the wider industry, American’s fees can be perceived as excessive, especially when customers feel they are not receiving a corresponding level of service.
American has not changed the maximum dimensions for carry-on bags or personal items with the new bag screening process. Items like diaper bags, child safety seats, strollers, and medical devices are also still covered by the same policy that exempts them from the limits of other bags.
|
Carry-on bag |
Maximum dimensions are 22 x 14 x 9 inches (56 x 36 x 23 cm), including handles and wheels. This bag must fit in the overhead bin. |
|---|---|
|
Personal item |
Maximum dimensions are 18 x 14 x 8 inches (45 x 35 x 20 cm). This item (purse, small backpack, laptop bag) must fit under the seat in front of you. |
The cost for a first checked bag at the airport is a pain point at $40, and the fees increase significantly for additional or overweight bags. The baggage policy has sometimes been described as part of a broader ‘cost-cutting culture’ that began decades ago, in which the passenger experience has been gradually chipped away to maximize profits.
When baggage problems do occur, American’s process for filing a claim or receiving compensation is often reported as frustrating and inefficient. That leaves customers feeling their concerns are not taken seriously. Agents have more flexibility to manage the situation tactfully, rather than strictly enforcing a rigid mechanical test, which will hopefully improve the average flying experience for customers.
Keeping Flyers Moving
For more than ten years, American Airlines’ poor reputation has been largely caused by its operational consistency issues, especially after the 2013 merger with US Airways. The new carry-on bag policy is an attempt to address one particular, but high-visibility, cause of passenger stress and flight disruptions.
Passengers stopping in the narrow jet bridge area to test their bags in the metal sizers was a time sink under the previous procedure. By removing these sizers, more passengers can board the aircraft directly from the gate podium, cutting down on wait times. Reducing system-wide delays and enhancing the experience depend on flights pushing back from the gate on time, which is made possible by a more effective boarding procedure.
Speeding up and simplifying the boarding process, American Airlines hopes to enhance the customer experience. Gate delays cost money, so the airline is also optimizing its boarding efficiency. For airlines, the time lost due to boarding delays is expensive. The airline will progress toward higher on-time performance, lower overall operating costs, and reduced passenger connection issues through a quicker, more effective boarding process.
The airline hopes to improve on-time performance, a key operational metric that affects its reputation, by optimizing the boarding process. Even though this policy won’t solve more than 10 years of systemic problems on its own, it is an apparent and useful attempt to improve day-to-day interactions between employees and passengers and address operational bottlenecks that contribute to the company’s poor reputation.
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Keeping Up With The Times
Years ago, 
United Airlines made a similar decision, prioritizing gate-area efficiency over enforcing its carry-on bag policy. Since delays at the gate are more expensive than they are worth, the industry as a whole has also generally shifted to visual assessment rather than counting bags. A concrete example of a strict ‘cargo business’ approach that put rules ahead of a satisfying customer experience was the previous stringent, public enforcement of carry-on policies using sizers at the gate, which frequently resulted in awkward confrontations and delays.
While this specific change tackles operational efficiency and gate friction, it is just one part of the overall customer experience. American Airlines’ reputation issues also stem from broader areas, such as seat comfort, flight delays, and baggage handling. By addressing a prominent and frequent source of stress, the airline is making a direct effort to improve passenger satisfaction and chip away at its negative image.
American consistently ranks poorly in on-time performance and flight cancellations compared to rivals like Delta and United. This unreliability is a major source of frustration for travelers, leading to missed connections and stranded passengers. The airline has reported high rates of mishandled or lost luggage, which is a common complaint among passengers and a significant source of customer dissatisfaction.
