If you fly American Airlines, boarding in an earlier group than you’re assigned is about to get a lot harder. Ahead of the Thanksgiving travel rush, American is expanding its new technology — which stops out-of-turn boarders — to more than 100 airports across the country.
The move comes after TPG, last month, reported the Fort Worth-based carrier was trialing the new software at three airports.
With an audible beep, the program alerts gate agents when a passenger tries to board with an earlier group than the one on their boarding pass.
American’s gate agents will also get a visual alert, TPG has learned, and they’ll ask passengers boarding out of turn to return when their group is called.
If you’re flying with a companion who’s assigned to a higher boarding group, you’ll be allowed to board with them. You’ll likely hear the system’s alert sound indicating you’ve boarded too early — but the gate agent can override it with a quick click.
Boarding groups are big business
Why this focus from American?
“Boarding is really important to our customers,” said Kim Cisek, American’s vice president of customer experience.
Indeed, it may sound trivial, but boarding groups are a key part of American value proposition for its higher-tier tickets, for AAdvantage elite status, and for customers who carry a cobranded American credit card.
Certain credit cards — along with elite status and premium-cabin tickets — come with higher-priority boarding groups.
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“Our customers want a calm boarding experience, they want it to be seamless, they want to be able to board with their group and not have other customers in front of them,” Cisek said, speaking to TPG exclusively last month at the airline’s Texas headquarters.
Just how often were travelers hopping in line ahead of their assigned group?
“It was happening often enough that we knew this was something we wanted to pursue,” Cisek acknowledged.
Expanding early trials
American trialed the technology at Albuquerque International Sunport (ABQ) in New Mexico, Tucson International Airport (TUS) in Arizona, and Ronald Reagan Washington National Airport (DCA) in recent weeks. The airline also ran some tests, Cisek said, at its home base, Dallas Fort Worth International Airport (DFW).
On top of barring travelers from boarding out of turn, American reports it’s seen generally less chaotic boarding processes at airports where it’s tested the technology, with more order having the residual effect of travelers crowding the boarding area a bit less, Cisek said.
American has nine boarding groups. Travelers who don’t have elite status but join the AAdvantage loyalty program typically board in Group 6.
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