The role that each of the four largest U.S. airlines plays is changing rapidly, upending the fixed narratives that prevailed prior to the pandemic. Delta’s leadership role is being challenged. American and United, laggards prior to Covid, are each focused on strategies that could catapult them to the top or fail. And Southwest Airlines faces a struggle for its identity.
The U.S. airline industry heavily regulated and protected from competition, and as a result can seem sclerotic. Change happens very slowly… and then all at once.