It is already one of the world's leading commercial carriers.
But, because the competition never lets up, American Airlines has announced a large-scale overhaul for its fleet - which, it claims, will see passengers enjoy greater comfort, technology and space thanks to a multi-billion dollar investment.
The Texas-based airline has revealed plans for an epic upgrade, which bosses have branded the "largest modernisation project in aviation history".
The airline's president, Robert Isom, told Business Traveller that 550 of the company's narrow-body fleet will be reconfigured to include "new seats, new interiors, satellite Wi-Fi, new in-seat power and much larger bins".
"It's going to have thinner and more comfortable seats, satellite Wi-Fi and a world-class library of stored content, videos and shows," he said.