In last week’s Special Report, we compared the fleets of Singapore Airlines and Emirates, focussing on how the two carriers use their fleets for different operating models. In this week's Report, we will be comparing the Big Three: American Airlines, United Airlines, and Delta Air Lines.
The secrets I do have licence to reveal are the tricks that American Airlines, United Airlines, and Delta Air Lines use to operate in some of the world’s most competitive passenger markets. Collectively referred to as “The Big Three'', these airlines have eerily similar fleets and operating models, as we shall reveal, so what exactly are their secret weapons to surviving such competition? And who is the best at what they do?
By: Gareth
Published On: 15 December 2023, 9.00pm (GMT +8)
American Airlines, Delta Air Lines, as well as United Airlines, better known as the Big Three. Photo: EY-XU Aviation (eyxuaviation.com)
Operating model and fleets: Not as similar as they seem
All of the Big Three operate with hub models and in similar markets, with multiple domestic hubs to connect passengers across the country, with a few of those hubs acting as international hubs. Following the 1978 Airline Deregulation Act, the United States government abdicated all responsibility for controlling the airline market, leaving the country without a designated flag carrier and rival airlines free to operate domestically and internationally without federal intervention. Some airlines, such as JetBlue, Spirit, and Southwest operate almost solely within the country, while the Big Three focus on flying passengers to major US cities then transferring them onto domestic flights.
To examine the similarities in their operating models, here is a table of the airlines’ hubs for each market. The primary hubs of each airline are highlighted in bold.
Already we can see that the Big Three operate in nearly every market in the United States and international flights from the US, although they seem to have different focuses. American has multiple hubs to connect the US to Latin America and the Caribbean; United has 2 hubs for the Pacific; Delta has 2 for the midwest.
All three airlines also have different types of aircraft for each purpose, as well as their own regional subsidiaries. It is worth noting that the multiple-hubs system creates the distinction between domestic and regional flights. I shall use the term “domestic” to refer to flights between hubs or focus cities, and “regional” to refer to flights from hubs to smaller airports in the region that the hub serves. In addition, I shall disregard flights operated by regional subsidiaries, so regional fleets listed here do not include aircraft operated by subsidiary airlines. For ease of organisation, I shall use another table to present the Big Three’s fleets.
In fleets we see another difference. Delta, despite having a strong regional subsidiary, still operates A220s and Boeing 717s flying regional flights for the main airline. American and United, on the other hand, prefer to outsource regional connections to American Eagle and United Express respectively. From this we see these two carriers prioritise international and domestic connections rather than regional flights, whereas Delta with a larger share of the domestic market naturally tends to dedicate more resources to short domestic flights.
From this section of analysing hubs and fleets, we begin to notice subtle differences in the ways the Big Three operate that differentiate themselves from each other. But what about the cabin and customer experience? How do each of the airlines sell themselves to the average passenger who cares nothing about operating models and just wants to make a decision on which airline to fly from A to B?
Attracting the customers themselves
Let us now discuss the selling points of each of the Big Three’s customer experiences.
American Airlines prides itself on a diverse range of cabin offerings tailored to meet various passenger needs. With their Main Cabin Extra providing extra legroom and priority boarding, passengers seeking added comfort find it appealing. In premium classes, Flagship First and Business provide lie-flat seats and enhanced amenities for long-haul flights, elevating the travel experience. The airline's commitment to Wi-Fi availability across most of its fleet ensures connectivity throughout the journey, a crucial feature for modern travellers. In addition, the airline is known for excellent customer service at the terminals that it owns. Walking through buildings such as Charlotte-Douglas Airport’s Concourse E, or New York (JFK)’s Terminal 8, both owned and operated by American, reveals that they commit every bit as much to your pre- and post-flight experience as they do to your journey in the air.
Flagship Business on American Airlines. Photo: American Airlines (aa.com)
United Airlines focuses on offering a range of cabin options to cater to diverse passenger preferences. The Polaris business class provides lie-flat seats and Saks Fifth Avenue bedding, delivering a luxurious experience for long-haul travellers. United's Economy Plus offers extra legroom, appealing to passengers seeking more comfort without upgrading to a premium class. At the moment, the main complaint is the lack of Wi-Fi in all classes, which the airline is committed to working towards. Work in expanding in-flight entertainment options is also underway to enhance the overall travel experience.
United's Polaris Business Class. Photo: United Airlines (united.com)
Delta Air Lines places a strong emphasis on passenger comfort and convenience. Their Delta One suites offer a private space with sliding doors in premium cabins, ensuring a more secluded and tranquil flight. The Delta Premium Select cabin boasts extra legroom and adjustable footrests, enhancing the overall in-flight experience. With investments in in-flight entertainment and high-speed Wi-Fi, Delta strives to keep passengers engaged and connected throughout their journey. The 50 Delta Sky Club lounges worldwide also provide complimentary food and alcoholic beverages as well as employees stationed to resolve any issues with ticketing. Delta Sky Club’s free food is known to be one of the best airline lounge meals, and various travel bloggers and reviewers have testified that lounge employees are efficient and able when it comes to resolving passenger complaints.
The Delta Sky Club. Photo: The Points Guy (thepointsguy.com)
So…who’s the best?
After extensive analysis of fleet, operations, and customer experience, here are my honest and impartial opinions.
Best international connectivity: American Airlines
Best domestic connectivity: United
Best cabin: Delta
Best service: Delta
Best lounge: Delta
Best value for money: United
Clearly, our winner is Delta Air Lines. It has a luxurious cabin, excellent service, and a world-class lounge. But American and United survive due to their comparatively lower prices and comprehensive route coverage. So while international travellers might wish to invest in a Delta flight when entering the US, the average American can put up with a cheaper (and less comfortable) ride for short hops within the country.
Thank your for viewing our Report this week! Do look out for a release every Friday. See you again next week!
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