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American Airlines is set to roll out a new feature that will make it easier for travelers to get the perfect seat. The airline’s app now has a function that lets eligible AAdvantage members select a specific characteristic when booking, and it then checks the seat map multiple times to ensure the best seat is selected.
AAdvantage members can select their preferences, whether that be a window, aisle, or middle seat, and then behind the scenes the app will do the work and, where possible, match an eligible seat to your preferences if it becomes available. The app will then self-select and update the reservation while sending a notification to the customer.
How American Airlines Is Automating Your Comfort
Available up to 24 hours before American Airlines flight departure, AAdvantage members can opt into the tailored seat choice options upon completing the booking. Seat changes are available and limited to eligible seats within the confirmed cabin only, and will not result in additional seat selection charges. All travelers will need to do is set the preferences for the seat selection in the guide and then let the app control the rest. How it works is listed below:
Enrollment | Travelers must be part of the AAdvantage frequent flyer program |
|---|---|
Set Seat Preferences | Once your booking is complete, opt in and specify your preferred seating traits (like window, aisle, or up the front of the aircraft) |
Automatic Reassignment | If matching seats to your preference opens up, the airline will automatically reserve your seat with no extra charges |
Limitations | The system will stop if you have manually changed your seat, or your flight is within 24 hours of departure |
These latest changes are part of American’s move to improve the digital experience for travelers and enhance the customer journey. By introducing the new seat monitoring, this simplifies the travel experience and will put technology in the driver’s seat for selecting seats, reducing the time required for travelers to continue monitoring seat maps for preferred seats on upcoming dates before travel. American Airlines Chief Customer Officer Heather Garboden explains:
“At American, we’re always looking for ways to make travel easier and more personalized for our customers. This latest innovation proactively addresses customer preference. It is a simple experience that gives customers more control while asking them to do less.”
Putting Technology In Control Of Seat Selection At American Airlines
Part of the American Airlines ADEPT program, this has been built through emerging technology and through recruitment of individuals early in their technology career. This includes hands-on agile delivery experience paired with business acumen to ensure participants can develop their own solutions and also improve workflows for the Fort Worth-based carrier.
The seat monitoring tool addresses a straightforward problem: customers finding seats that match their travel preferences. It is common for travelers to continually return to the seat map to review and choose their preferred seat; however, with this latest step, it will take that time back and continually check for the perfect seat behind the scenes.
The result will be a simplified experience for the customer, powered by technology that will monitor the flight’s seat availability and apply the traveler’s preference as outlined in the AAdvantage profile. American’s Chief Digital and Information Officer Ganesh Jayaram explains:
“This latest technology launch shows what can happen when we give talented technologists a meaningful customer problem and the space to solve it. The ADEPT team paired fresh thinking with the scale and experience of teams across American to build something practical: technology that removes work from the customer and makes the travel experience feel more seamless. The project also reflects how we’re using AI to help our teams work smarter, accelerating development and allowing technologists to spend more time focused on innovation and delivering value for customers.”
Developing Talent And Customer-Focused Innovations
American is the first major US carrier to enable automated seat monitoring, supporting its goal of creating customer-focused innovations. The technology will look to ease a friction point around seat selection and provide an outcome that makes travel easier and more enjoyable for the customer.
Using artificial intelligence-enabled tools, this streamlines part of the design and development process and helps the delivery of the software, while focusing primarily on the travelers’ needs. As already mentioned, there will be no additional cost for the seat selection. Higher-priced paid seats or preferred seat selection will still incur a cost and are not part of this software.
American Airlines remains one of the largest airlines in the United States, with more than 6,000 flights across its network to 350 destinations in 60 countries. The airline consistently transports more than 200 million customers worldwide each year.
