#newAmerican and What It Means for the Merger With US Airways

As you most likely know American Airlines unveiled their new look last week what was lost in the shuffle was a bit of merger talk in the opening video from Tom Horton, Chairman and CEO of American Airlines.

As Horton is introducing the new features that will be introduced through all of AA's aircraft, including a new livery, logo, full lie-flat seats and in-flight entertainment at every seat he also made a few hints to the future of the airline.


"As we complete our evaluation on if a merger could build our strengths," says Horton, "We remain steadfast in each step we take on our journey to modernize our airline."

He later continues

"We know there are still decisions that need to be made about our future, but today marks our next step to modernize..."

I really found these admissions interesting as back in July American's leadership was doing everything they could to brush off talk of a merger with U.S. Airways. But over the last few months I have heard more and more talk of the merger moving towards an announcement. In fact, last week when I was visiting the U.S. Airways Club in Phoenix the couple in front of me checking-in asked the agent at the desk if she thought they would merge and she responded that the rumors they were hearing was that it would be going through and that it was only a matter of time before the announcement was made. Now, I don't know how scientific that is, but it's an interesting thing to hear from the staff on the ground.

But the other interesting thing to ponder if the merger were to happen is what the new airline would really look like.

With a new fleet, the newest in the industry as they always like to mention, coming on line over the next few years, a new livery and a new logo I believe that they will be pushing to bring the U.S. Airways brand under their wing (no pun intended) instead of the other way around.

This would open the door to American staying in the oneworld alliance and avoiding a fight with the Star Alliance of having both American and United in the same alliance. It would also open up great routes for oneworld and bring even more offerings for U.S. Airways customers.

The question for the frequent flyers of both airlines is what the new loyalty program will look like and what benefits they will include that each group loves about their program.

What do you think? What does a merger between AA and US Airways mean for you as a frequent flyer? Are you dreading it...looking forward to it?