American Airlines (AA) is looking to incentivise its most affluent customer base by offering a new ‘turndown’ service and luxury extras including slippers and pyjamas onboard select First Class flights.
American will offer the new five-star hotel style luxuries to First passengers onboard 777-operated transatlantic flights between London Heathrow and the US, starting on Thursday (September 1).
A new quilted bed topper, pillow and duvet and amenity kits filled with dermalogica skincare items will be offered, as American seeks to differentiate its service in order to put it on a more competitive footing with foreign carriers, and attract a bigger slice of the premium passenger segment.
The carrier said the new perks will expand to First Class cabins on all international 777-operated flights, starting October 1.
Business class passengers will also get slippers, a duvet and pillow and new luxury amenity kit on flights between the US and Heathrow, on 777s, 757s and 767-300s, starting on Thursday.
American Airlines also recently introduced ‘Entertainment On Demand’ in the cabins on select domestic fleet, enabling passengers to wirelessly stream movies and TVs onto laptops for a flat fee.