American Airlines ramps up premium upgrades to regain ground on Delta, United

American Airlines is betting big on luxury to regain altitude. From lie-flat seats and Bollinger champagne to Lavazza coffee and ultra-fast Wi-Fi, the carrier is rolling out a premium makeover to claw back ground lost to Delta Air Lines and United Airlines.

The break from years of cost-cutting and volume-driven strategy has been dubbed a "customer reimagination" plan by executives. It will focus on high-end products and loyalty perks, including privacy suites on long-haul jets, refreshed regional cabins, and richer credit card benefits.

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