Redefining Comfort: American Airlines’ Coach Experience
Ever scrolled through social media only to stumble upon a chorus of complaints about the abysmal legroom in economy class on airplanes? You’re not alone, and frankly, those grievances are often justified. Enter American Airlines at the dawn of the 21st century, with tales of a bold venture into expanding legroom that’s worth revisiting to understand what went sideways.
American’s Legroom Experiment: A Closer Look at “More Room Throughout Coach”
Once upon a time, about 50 years back, airlines in the US weren’t concerned with cutting prices like a Black Friday sale. Instead, they battled over who could offer the best in-flight experience, all because fares were regulated. Fast forward to 1978, and the Airlines Deregulation Act triggered a mad dash towards slashed prices—rather like a reverse race to the top. Cheaper flights ensued, but don’t expect a caviar-fueled experience.
Then, in 2000, American Airlines decided to shake things up a bit. They dreamed up the “More Room Throughout Coach” (MRTC) scheme. The ambitious plan was simple: yank out a few rows of seats and boast an extra three inches of legroom in economy. Back then, the typical seat pitch—an industry lingo meaning legroom—offered at least 31 inches, unlike the 29 inches you see now with some airlines. With MRTC, 58% of American’s economy seats suddenly indulged in at least 34 inches of room.
The airline splurged $70 million on this novel endeavor, chucking 7,200 seats from its 707-aircraft fleet, circularly 6.4% of total economy space. Passengers whined about being packed tighter than canned sardines, so this should’ve been a no-brainer, right? Marketing campaigns splashed screens and airport banners, touting this newfound spaciousness like a scene from a particularly literal “Cribs” episode.
What Went Wrong? The Unraveling of “More Room Throughout Coach”
Despite the effort, within a few short years, a revelation surfaced—passengers liked the extra inches of legroom, but their wallets stayed put. American struggled to pocket even a $10 premium for the luxury of space, and worse, they began hemorrhaging market share to airlines who were charging less. Here’s how the airline’s CEO at the time, Gerard Arpey, explained it:
“We are still retaining our popular More Room Throughout Coach product on more than 75 percent of our fleet… We are simply returning to standard seating in those markets where customers tell us price – and seat availability at low prices – is predominantly how they choose a carrier.”
This polite executive-speak tried easing the sting when the inevitable happened—by 2004, the extra legroom vanished entirely, and the seat count soared back to, or surpassed, pre-MRTC levels.
Lessons Learned from “More Room Throughout Coach”
By interlinking airfares with comfort, did American Airlines’ initiative instead highlight passengers’ price sensitivity? Airlines shifted their approach, realizing average travelers might say they desire more comfort, but aren’t reaching deeper into their pockets to prove it. The two-pronged postulate questions the judgment inherent in American’s trial:
- Admittedly, the early 2000s was rocky for airlines, marked by 9/11’s aftermath, a financial trough, and a spate of bankruptcies. Maybe it wasn’t the best era to trial a premium experience.
- Perhaps American overlooked broader passenger perks, beyond just more space, which prevented a holistic transformation.
In truth, savvy airline execs realize flights are just another retail experience, and upselling—like a choice upgrade to Val Seny ski resort—is crucial. While nobody enjoys the nickel-and-dime routine, airlines are grounded in cyclical, tight-margin realities, pushing them to cast as wide a net as possible. The industry eventually settled on offering limited legroom in economy with an option to upgrade, if one cherishes more space enough to pay for it.
United Airlines pioneered this tiered legroom concept in 1999 with Economy Plus, setting the stage for the model most airlines now follow. It’s intriguing how long it took for others to play catch-up.
Bottom Line: The Cautionary Tale of “More Room Throughout Coach”
American Airlines once attempted a grand legroom transformation, but reality checked their idealism. Despite removing seats and pitching extra inches, passengers didn’t budge on their budgets—even rejecting an extra $10 for ultimate comfort. This cautionary tale is a testament to understanding consumer behavior in airline economics.
So, here’s the question: what’s your take on American’s daring experiment in the skies?