American Airlines working to create an easy, comfortable passenger journey

Building customer trust in the highly competitive air travel industry is a full-time job. And, it extends from the head office down through the airline ecosystem to ramp workers, gate agents and catering partners.

Heather Garboden, chief customer officer at American Airlines, told Newsweek about the client journeys under her purview, and how the company is capitalizing on lessons learned and new technologies to be ready for the future.

Newsweek: What is the driving concept behind American Airlines’ customer care?

Garboden: “At American, our purpose is to care for people on life’s journey. We want to meet every traveler where they are. As expectations rise and travel evolves, so do our customers’ expectations. We’re seeing a shift toward premium experiences, with double-digit year-over-year growth in that space, especially among younger generations like Gen Z and Gen Alpha.

“This evolving landscape drives us to create an elevated, seamless experience across every touchpoint. From thoughtfully designed lounges with locally inspired menus curated by globally-recognized chefs and handcrafted cocktails, to revamped destination-inspired inflight dining options and tech-forward updates like fast, reliable Wi-Fi and a redesigned mobile app – every touchpoint is an opportunity for our team to deliver comfort, personalization and ease. This is customer care that’s continuous, thoughtful and evolving.

“Our goal is to create a seamless and easy journey that feels intuitive, elevated and uniquely American. Because when we care for our customers with intention, we’re not just getting them to their destination, we’re helping them enjoy the journey.”

How do you motivate yourself and your team to be the best customer care representatives?

“What motivates me – and the team – is this recurring experience of hearing a customer say, ‘wow, that made my travel day easier,’ or ‘that surprised me in the best way.’ It’s that sense of impact that drives our team. At American, we know that travel isn’t just about getting from point A to point B, it’s about the moments in between. Whether it’s a seamless check-in experience, a delicious meal at 35,000 feet or a quiet space to recharge in one of our lounges, we’re creating experiences that matter.

We maintain that motivation by listening to our customers, celebrating wins and constantly asking ourselves, ‘How can we make this better?’ When you’re part of a team that’s focused on elevating every touchpoint of the journey it’s easy to stay inspired and focused on why we’re here: to care for people on life’s journey, one thoughtful detail at a time.”

How has social media changed the way American Airlines responds to its customer concerns?

“Social media has transformed customer care into a real-time, two-way conversation. It’s no longer just about responding, it’s about engaging, learning and evolving. Platforms like X, Instagram and Facebook give us immediate insight into what our customers are experiencing and expecting. It’s where questions arise and it allows us to show up with empathy and transparency, whether resolving a travel disruption or celebrating a milestone with a loyal AAdvantage member.

“But we take it one step further by using that feedback to inform everything from inflight entertainment updates to menu refreshes. It’s a powerful feedback loop that fuels better service and stronger trust.

“Social media also helps amplify our improvements, like when we announced our Flagship Suite seats or our newest Flagship lounge opening at Philadelphia International Airport, in a personal, visual way that reaches customers where they’re already engaged. The various social platforms help us stay accountable and connected to the reason we are all here: our customers.”

What are the biggest lessons you have learned in your role?

“Customer experience is never static, it’s a living, breathing part of the business. What worked yesterday might not resonate tomorrow, especially as our customer base evolves. With that evolution, we’ve learned to be agile, listen deeply and build with intention. A key insight we’ve learned is small gestures can go a long way – whether it’s adding pajamas and mattress pads to Business Class on ultra long-haul flights, adding tequila onboard or providing TSA PreCheck Touchless ID access – each small improvement ripples beyond that moment.

“Lastly, involving experts in the space matters. Our newly formed Customer Experience Advisory Board, that brings expertise from hospitality, tech and healthcare, helps ensure the customer remains central to everything we design and do. Fresh perspective makes us better, faster and more human.

“Through it all the main lesson remains clear: stay curious, stay responsive and always put the customer at the center of everything we do.”

What advice would you give others in the travel customer care space?

“Listen. For us, our customers aren’t just passengers – they’re individuals with stories, needs and expectations shaped by their lives. The best ideas often come directly from the people we serve.

“At American, we’ve built entire strategies around customer feedback, whether it’s introducing more personalized inflight dining options, enhancing our mobile app for easier day-of-travel navigation or expanding Wi-Fi and entertainment offerings to keep travelers connected. Lean into qualitative feedback, from surveys, social media and frontline team members and back it with tech-driven insights.

“In today’s competitive landscape, travelers have more choices than ever. What sets a brand apart is how well it understands and anticipates customer needs. That means being agile, data-informed and deeply empathetic. It’s not just about solving problems, it’s about creating moments of delight, comfort and ease throughout the journey.

“As we approach customer care as a relationship, not a transaction, we hope to build loyalty that lasts.”

This year, American Airlines was recognized as one of Newsweek‘s America’s Greatest Companies. American Airlines Group and Delta Air Lines were the only five-star earners in the aviation category in the annual ranking.