American Airlines Unions Demand New Brand Strategy, Push for Better Pay
The six unions representing American Airlines employees have called for a strategic overhaul, urging management to revise its approach to service quality and competitive positioning.
Despite reporting record revenues of $14.4 billion in Q2 2025, American Airlines experienced a 16 percent decline in net income year-over-year. Net income dropped to $599 million, with operating margins reaching 8 percent. In contrast, competitor Delta has achieved operating margins nearing 13 percent.
The six unions represent pilots, flight attendants, gate employees, ground staff, mechanics, and passenger service agents. Their joint statement is calling for
- investments in fleet upgrades,
- upgraded in-flight amenities,
- improved employee training,
- better pay, benefits, and schedules, and
- the expansion of international routes.
The unions have also called for the new brand strategy, arguing that American Airlines has struggled to establish a clear market identity and lacks premium offerings.
Meanwhile, the airline has been focusing on building partnerships, pursuing a codeshare arrangement with Canada’s Porter Airlines, and finalizing an interline agreement with STARLUX Airlines.
Photo by Joshua Hanson on Unsplash
