American Airlines continues to invest across the passenger journey, from its new Flagship Preferred Suite and upgraded onboard technology to food and beverage, lounges, and amenities. That strategy came into focus at IFSA Global Expo 2026, where APEX CEO Dr. Joe Leader spoke with American Airlines Senior Vice President of Customer Experience Design and Strategy Rhonda Crawford in an interview filmed inside the American Airlines Flagship Preferred Suite featured at the FORMIA booth.
Flagship Preferred Suite Brings Together Comfort, Privacy, and Technology
Crawford walked Dr. Leader through the suite and several features American added for long-haul passengers.
“It is a full flatbed, lie-flat suite product with more amenities than any other seat that we’ve introduced,” Crawford said. The suite includes additional storage for personal items, including shoes and a water bottle, along with wireless charging, a 15.5-inch entertainment screen, noise-canceling headsets, and the option for passengers to use their own headphones or earbuds.
American designed the suite around how passengers spend their time during longer flights. The suite door adds more privacy, while the extra space gives passengers room to work, dine, relax, and sleep.
Crawford emphasized that the overall feel of the suite matters just as much as the individual features. “It’s that feeling of luxury and being wrapped in a cocoon. It really is our most luxurious product yet, with all of the thoughtful touches and designs,” she said.
The Flagship Preferred Suite brings those elements together, giving passengers more flexibility in how they use the space throughout the flight.
FORMIA Partnership Brings American’s Brand Onboard
American’s investment extends to the amenities passengers use during their flights. FORMIA has worked with American since 2018, creating products that reflect the airline’s brand and passenger experience goals.
For American’s centennial, the two companies developed a limited-edition amenity collection inspired by three eras in the airline’s history. The Astrojet, Silverbird, and Forward designs represent American’s past, present, and future, bringing parts of that history into the cabin.
“These are our Centennial amenity kits that we designed in partnership with FORMIA, and we have been so excited about them,” Crawford said. “They have been super popular and really thoughtful in the design, the products, and even down to the interior.”
Since 2018, our partnership with American Airlines has reflected a shared commitment to enhancing the passenger experience,” said Wilbert de Louw, Co-CEO of FORMIA. “American consistently sets a high standard through its attention to detail and drive to evolve. We are honoured to work alongside their team and contribute to the thoughtful experiences they create for their passengers.”
The Astrojet kit draws inspiration from the early jet age with an orange lightning bolt and navy design. Meanwhile, the Silverbird kit, with a metallic finish and tribar stripe channel, reflects the golden age of air travel. The Forward kit looks ahead, using a red design and angled stitching inspired by American’s flight symbol and newest seat designs.
Inside, the kits include upgraded eye masks and socks, dental products, foldable combs, and Joanna Vargas skincare products, with additional items offered in American’s premium cabins. Crawford pointed to details including under-eye patches and Centennial branding inside the kits.
“Not your standard amenity kit, if you will,” Crawford said. American has introduced limited-edition Centennial pajamas and updated slippers as part of the wider collection.
The products carry the same visual themes American uses across its lounges, digital platforms, onboard content, and other parts of its centennial celebration. That connects the airline’s history and brand across different passenger touchpoints.
The partnership reflects how FORMIA works with airline partners more broadly. FORMIA works to understand an airline’s brand and passenger experience goals, then brings those ideas to life through the products and details passengers use during their flights.
The IFSA Global Expo setting brought that approach together in one place. With the Flagship Preferred Suite featured at FORMIA’s booth and the Centennial amenity collection discussed inside it, the conversation connected American’s larger cabin investments with the smaller details passengers experience onboard.
Food and Beverage Extends From the Lounge to the Aircraft
American has expanded its food and beverage offerings in its lounges and onboard. Crawford highlighted changes to the airline’s lounge dining program, including more plated dishes alongside its existing buffet options.
Across Admirals Clubs and Flagship Lounges, the airline has expanded its sushi, cheese, and charcuterie selections. The changes give passengers more options depending on how they want to dine before departure.
“We have introduced what we call a la carte dining, so passengers can still get plated food and not just have the buffet choices,” Crawford said. “It’s been a really big step up in food and beverage across our Admirals Clubs, but most certainly in Flagship as well.”
That focus continues in the air. During the interview, Crawford highlighted a seasonal shrimp appetizer, a salad with feta and strawberries, and one of the airline’s most popular dishes, its beef short rib.
“The beef short rib is always a popular choice,” Crawford said. “It travels so well, works across seasons, and is definitely a fan favorite.”
Regional partnerships give American another way to bring local food into the cabin. Crawford highlighted the airline’s partnership with Dallas-based Pecan Lodge, which brings Texas barbecue to passengers departing from Dallas Fort Worth International Airport. At IFSA Global Expo, American won the inaugural 2027 Best Food & Beverage (Meal Service) award for its partnership with Pecan Lodge.
American initially offered Pecan Lodge on 10 flights per day before expanding it to 233 flights. “We have expanded this very week to 233 flights a day with the option to pre-order Pecan Lodge,” Crawford said.
Passengers can choose a chopped brisket sandwich at lunch or brisket and sausage at dinner. The partnership brings a taste of Dallas onboard while giving passengers another option to pre-order before their flight.
From the Flagship Preferred Suite and onboard technology to amenities, lounges, and dining, American continues to invest across the passenger experience.
