American Airlines hasn’t been perfect, but it’s charted a path different from United and even Delta through the pandemic. They’ve generally honored refunds for cancelled flights, rather than choosing to illegally conserve cash the way United and others have attempted to do, and they’re plotting a course to avoid employee furloughs.
But they’re not capturing the value from these moves because they’ve failed to craft a narrative for the airline around being a better company, that frames them as the underdog and motivates employees and generates customer loyalty going forward. American Airlines can change that.