Aug. 19 at 12:07 AM
American Airlines plans to bring back seatback entertainment screens starting in 2028, reversing a cost-cutting decision made about a decade ago. All new Airbus and Boeing aircraft delivered to the airline from 2028 will feature seatback screens, while older narrow-body planes will be retrofitted.
The move is part of a broader strategy to compete with Delta and United for higher-paying customers. American is also increasing premium seating, targeting a rise from about 25% to 40% of its narrow-body fleet, with more first-class and extra-legroom seats.
The airline previously removed seatback screens under its Project Oasis strategy, arguing passengers increasingly relied on smartphones and tablets. That decision also increased cabin density and reduced bathroom size. Since then, premium travelers have become a major source of revenue for Delta and United, leaving American under pressure to improve its premium offering.
$AAL $DAL $UAL