More Integration at American Airlines Group

How are changes at American Airlines Group changing the airline and the industry?

Mar 2, 2014 at 9:15AM

Since the Dec. 9 merger between US Airways and AMR, the new American Airlines Group (NASDAQ:AAL) has been working to integrate operations. Although it will take over a year to fully integrate the carriers under a single certificate, progress is already being made.

Codeshare and alliance
A stronger network was a core reason for the merger, and American Airlines Group has already been taking actions to get the most out of it. According to the Dallas News, the two airlines have linked up most of their network through codesharing.

Codesharing is a common practice in the airline industry, as it allows customers to book flights operated by different airlines through a single carrier. This method increases both flexibility and network presence.

On March 31, American Airlines Group will take the codeshare one step further by moving US Airways from the Star Alliance, alongside United Continental (NYSE:UAL), to OneWorld where American Airlines operates. This will allow other members of OneWorld to benefit from US Airways' network and direct US Airways traffic through other OneWorld airlines.

Frequent flyer programs
One of the first steps taken at American Airlines Group has been the reciprocity of American Airlines' AAdvantage program and US Airways' Dividend Miles program. Travelers are enjoy benefits of the programs at either carrier.

A recent survey from MileCards shows US Airways customers could wind up better off now. The survey was conducted in Dec. 2013 and serves as an ideal last minute picture of airline miles programs since it's from the last month before the reciprocity was implemented. The results from the 1,600 participants routinely place AAdvantage among the best in each category and US Airways among the worst.

Competing with American for the top spot was Southwest Airlines (NYSE:LUV), which often scored at the top of the standings. United Continental won in customer loyalty as the airline took the title with its MileagePlus program, where 41% of customers said they chose United for its frequent flyer program.

It will be interesting to see over the next year whether Dividend Miles rises to the level of AAdvantage or AAdvantage falls to the level of Dividend Miles.

Moving day
While it's not difficult to move planes themselves, moving ground operations takes considerably more effort. In airports across the country, American Airlines Group will be moving operations of American Airlines and US Airways to create the most efficient operational structures.

In late February, American Airlines moved its operations from Terminal 3 to Terminal 4 at the Phoenix Sky Harbor International Airport. With this airport being a US Airways hub, the US Airways operations dwarfed those of American Airlines. Look for a lot more movement of operations over the course of 2014 as the carriers look for the most efficient set ups.

Labor unions
While not an action taken by American Airlines Group itself, agreement among unions is important for the integration of the airline. In late February, the flight attendants of US Airways approved an agreement that will allow them and the flight attendants of American Airlines to bargain for a contract.

This agreement brings together two unions: The Association of Flight Attendants-CWA, representing those at US Airways, and the Association of Professional Flight Attendants, representing those at American Airlines. The two unions will craft a proposal and present it to management in negotiations over the next several months.

Building one airline
There's still a lot to be done at American Airlines Group, but current progress looks positive for the airline. Integration risk has been seen as a major risk factor, especially after the turbulent merger of United Airlines and Continental Airlines, and successful execution of the integration stands to benefit the stock through reduced risk and increased synergies.

Airlines investors should monitor the progress at American Airlines Group to see what effects it has on the entire industry.

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Alexander MacLennan owns shares of and has options on American Airlines Group. The Motley Fool has no position in any of the stocks mentioned. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.

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