AA Technology Highlights


Technology Provides Competitive Advantage to American Airlines
 
1960s American Airlines® develops SABRE, the first totally automated computer reservations system, allowing American to match a seat sold on one of its flights to an individual customer.
 
1970s SABRE enables American to develop highly segmented lists of its customers. American gains access to up-to-date home addresses by having a marketing firm match frequent traveler names and phone numbers on these lists with home addresses.
 
1981 American launches the industry's first frequent flyer program, AAdvantage® Travel Awards, allowing the airline to recognize and reward its best customers for their loyalty to the airline. American is able to pre-enroll 283,000 of its travelers because it had created an extensive customer database.
 
1982 AAdvantage Gold® is created for customers who travel 25,000 qualifying miles during the calendar year.
 
1988 Membership in the AAdvantage program expands to 7 million customers.
 
1992 AAdvantage Platinum® is created for customers who travel 50,000 miles during the calendar year.
 
1994 American introduces the AAdvantage dining program.
 
1995 American experiments with cable TV to broadcast flight arrival and departure times, gate information and destination weather, and broadcasts CableSAAver fares for weekend travel to 70,000 consumers. This information comes directly from SABRE and is broadcast through a cable channel.
 
1995 The first American Airlines Web site is launched, providing corporate, AAdvantage and passenger information.
 
1996 In March, American introduced Net SAAver Fares®, the first email service of its kind.
 
By spring, the site offers online fare quotes and flight and gate information.
 
In June, a redesigned Web site is launched. Also during June, the online reservations tool is added. Before the end of the year, customers can check their AAdvantage account status and mileage levels using the Web site. In addition, American begins advertising on the Internet.
 
1997 American introduces College SAAver Fares on its Web site. Through College SAAvers, the airline offers fare specials and contests for the rapidly growing college travel market.
 
1998 AAdvantage Travel Awards program grows to more than 31 million members worldwide. By the end of May, American's Web site had registered more than 650,000 customers—over 6 million page views per week and more than 6,000 unique logins daily.
 
The Net SAAvers email list reaches 1.6 million subscribers, making the program the largest email service of its kind on the Internet.
 
AAdvantage customers who book travel online are able to earn AAdvantage bonus miles.
 
AAdvantage Executive Platinum® is created for customers who travel 100,000 miles during the calendar year.
 
American simplifies its Web site address to www.aa.com.
 
In June, American unveils an all-new AA.com, a completely redesigned Web site that draws on AAdvantage customer information and an extensive content base to offer personalized messaging. Now, the site instantaneously displays information that is personalized according to customers' preferred airports, destinations and interests. The site also offers a faster, simpler reservation tool, streamlined navigation and a completely new visual appearance. AA.com represents the largest customer affinity program on the Web.
 
1999 AAdvantage Travel Awards program membership grows to 38 million.
 
Monthly site visits reach nearly five million.
 
AA.com receives more than 350,000 visits on peak days.
 
Nearly 56% of all top-tier (Gold, Platinum, and Executive Platinum) AAdvantage members have logged on to AA.com since the mid-1998 launch of the redesigned site. Nearly 70% of Platinum and Executive Platinum AAdvantage members have logged on to AA.com since that time.
2000 AA.com launches eSummary, an electronic form of the monthly AAdvantage newsletter. The eSummary provides AAdvantage account information, news and special offers to members directly to their inboxes.
 
AA.com receives more than 450,000 visits on peak days.
2001 AA.com offers proactive flight status notification to customers via a variety of wired and wireless devices.
 
AA.com features hotel and car rental booking service within the Travel Planning section. The site also offers weather updates, maps, driving directions and destination information for more than 200 destinations worldwide.
 
AA.com revamps Net SAAver Fares—the newly expanded Net SAAver & Special Offers section features Net SAAver DestinationsSM, Net SAAver Weekend GetawaysSM and AAdvantage Bonus Offers, as well as special promotions and sweepstakes.
 
AA.com launches an award-booking capability, allowing AAdvantage members to book the 25,000-mile PlanAAhead Award for air travel in the 48 contiguous states, Alaska and Canada.
 
AA.com receives more than 683,000 visits on average days and more than 18.8 million site visits each month.
 
The AAdvantage Travel Awards program membership reaches 44 million.
2002 AA.com receives more than 715,000 visits on average days. The site also posts more than one million visitors on two consecutive days in January, breaking the site's old record.
 
The AAdvantage Travel Awards program membership exceeds 46 million members.
 
American Airlines launches a redesigned AA.com, featuring a sleek look, improved navigation, greater personalization and helpful customer service resources, including a search functionality.
2003 AAdvantage enhances Award Booking capabilities allowing members to book over 60 different award options on AA.com.

AA.com launches Flight Check-In giving members the ability to check-in online and print their own boarding pass.

AA.com receives over 260 million visits in 2003
2004 AA.com now receives 950,000 visits on an average weekday.

AA.com enhances online booking capabilities by giving customers the ability to search for tickets within a flexible date range, include airports within 90 miles in their search, view seating options before they book their ticket and more.

AA.com enhances its home page to make it easier for customers to quickly locate what they're looking for online. Content has been grouped more intuitively on the left-hand fly-out menus, and "shopping" tabs have been added to allow customers to search for Flights, Hotels, Cars, Vacations, and Deals.

Flight Check-In at AA.com is enhanced - Customers can now check in up to 24 hours before their flight without even logging into the site by simply entering their first name, last name and record locator.

AA.com adds a new "Products and Gifts" section which includes Gift Certificates, Buy/Share/Gift Miles, Airline Gift Shop Items and online Admirals Club Enrollment. Admirals Club online enrollment gives customers the ability to join or renew their membership in Admirals Club on AA.com.

AA.com gives customers the ability to use credit cards with select Latin American or Caribbean billing addresses to purchase tickets on AA.com.
2005 AA.com celebrates its 10-year anniversary with the introduction of the Lowest Fare Guarantee, which assures customers they will find the lowest AA fares at AA.com.

Flight Check-In at AA.com makes it easy for domestic e-ticket passengers with interline connections on eligible carriers to check in online up to 24 hours prior to departure and print boarding passes.

American Airlines offers customers the option to purchase Admirals Club one-day passes online.

American Airlines introduces a new section of AA.com, dedicated solely to last-minute trips and package deals for flight, car rental and hotel accommodations, at www.aa.com/lastminutepackages.
2006 American Airlines introduces an enhancement to online Flight Check-In at AA.com that allows travelers who have return flights within 24 hours of departure to check in for both outbound and return flight segments at the same time.

American Airlines introduces American Airlines Cruises, allowing travelers to book cruises directly from AA.com.
2007 AA.com launches a Spanish-language site on AA.com/español. This marks the first time Spanish-speakers are able to book American Airlines travel in their native language.

American introduces a completely redesigned AAdvantage award booking calendar on AA.com. The new tool displays a range of award availability and simplifies the overall user experience.

AA.com/women launches, providing travel tips and information geared toward women travelers

New txtSAAverSM fare messages are now available for customers in the Dallas/ Fort Worth market, with plans to expand the product. Customers can sign up to receive a text message with fare sale information and special offers from American each week.

AA.com welcomes 1.2 million site visits on an average weekday.

A new booking tool debuts on AA.com in June, bringing greater convenience to travelers wishing to search for flight options by both price and schedule. The redesign also includes fares segmented into one-way trips for easier purchase of the preferred round-trip combination, lowest fare on a given day flagged for increased customer confidence in fare purchases and expanded search options.

Fly Now, Pay Later rolls out as the newest way to purchase travel on AA.com. The deferred payment option offers customers the opportunity to delay travel expenses with six months of no payments and no interest. For restrictions and other information, customers can visit www.aa.com/paylater.

The DealFinder downloadable desktop tool alerts users instantly when available flights match pre-selected fare, destination and timing criteria.

Enhancements to the new booking tool give users a seven-day window to search for the right combination of price and schedule. New features also allow travelers to sort flight results by price and navigate the process easier than ever before.

American adds the option to change reservations online, 24 hours a day, 7 days a week.
2008 AA.com welcomes 1.6 million site visits on an average weekday.

The mobile version of AA.com launches, bringing streamlined design and faster downloads to users on Web-enabled mobile devices. The mobile site includes access to all of AA.com’s most popular features.

American Airlines introduces online check payment capabilities.