American Airlines signals a new era in customer experience

American Airlines is doubling down on customer experience with the launch of a high-powered advisory board led by top names in hospitality, healthcare, logistics, and data.

The newly formed Customer Experience Advisory Board replaces the airline’s previous operations-focused board with a more experience-driven approach. New members include luxury hotel leader Craig Reid, Disney-alum Carol Campbell, and Marriott’s data powerhouse Lauren Chewning. Backed by veterans from GE and Walmart, the board brings a rare mix of emotional intelligence, operational rigour, and data fluency.

The move highlights a growing industry shift: customer experience is now a C-level priority, not just a frontline concern. Airlines (and many others) are recognising that personalisation, loyalty, and emotional resonance are just as important as on-time performance.

See what CX innovation looks like at 30,000 feet. [Read the full article]