New American Business Class Seats Restrict Service While Watching TV

The problem here isn’t the seat, but instead, the strange instructions that American Airlines is giving its flight attendants.

American’s strange A321XLR business class service policy

American recently took delivery of its first A321XLR, which is Airbus’ new long range, narrow body jet. It’s an exciting plane for the oneworld carrier, given that this 155-seat plane will be able to operate in some transatlantic markets, and American sure could use some more long haul capacity.

American just operated its first commercial A321XLR flight, between New York (JFK) and Los Angeles (LAX). The business class hard product doesn’t really rock the boat too much — there are 20 business class, spread across 10 rows, in a 1-1 configuration. The airline selected the Collins Aerospace Aurora platform, which is a herringbone product, meaning seats face the aisle. This is virtually the same hard product that you’ll find in JetBlue’s Airbus A321LR Mint business class cabin (of course with different finishes).

American Airbus A321XLR business class cabin

Here’s where it gets interesting. With seats facing the aisle and the entertainment monitors extending out from the panel to the side of seats, it does mean that the entertainment monitor is immediately in front of the passenger, making it a little harder for the crew to serve.

American Airbus A321XLR business class seat

As noted by JonNYC, American has instructed its crews not to provide service over or under the business class video screen if it is pulled out, and to instead ask the customer to close it while they’re being served.

So yeah, if you want to be served food or drinks, you need to close your entertainment monitor, which seems like a major pain. To be clear, you can still watch the screen at an angle, but that’s not exactly an ideal passenger experience.

Is this seat highly flawed, or is this a dumb policy?

I see some people saying “well what was American thinking by designing a seat like this?” Keep in mind that this is basically an “off the shelf” product, and while American chose the seat, it had nothing to do with the design.

For that matter, I don’t actually consider the seat design to be problematic. I’ve flown JetBlue Mint several times, and the crews have no issue serving around the monitor, or worst case scenario, they just briefly move it around to make space. There’s no directive at JetBlue to advise passengers to store their entertainment monitor.

This doesn’t seem to be an issue in JetBlue Mint

It just seems like American is making this unnecessarily complicated and customer unfriendly, and like some flight attendants will take this to the extreme. I can already see some flight attendants loudly announcing in the cabin “for safety, we’re going to need everyone to store their entertainment monitors during the meal service.”

In my opinion, worst case scenario, American should be advising its flight attendants to briefly move screens around on behalf of passengers, as needed in order to provide service. But putting the burden on passengers just seems odd, especially since it can be sort of awkward to store the monitor if you’re seated and the tray table is out.

Bottom line

American has just debuted its new Airbus A321XLR, which is an exciting development for the carrier. American chose a pretty typical interior for the plane, with the same seats you’ll find in JetBlue Mint.

What’s strange is that American is advising flight attendants to tell passengers to store their entertainment monitors while being served, for safety reasons. That just seems like it’s anything but frictionless, and there’s no similar policy at JetBlue.

What do you make of American’s A321XLR entertainment monitor policy?

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EricSchmidt Gold

I guess it's too much to have the FAs simply ask politely (if the passenger hasn't already done so out of courtesy) "may I move your monitor for a moment"? And the passenger gets the point obviously / hopefully for the next instance. That would be asking too much of American flight attendants, to do something that with other carriers would be just normal polished courtesy.

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Disgruntled Guest

Oh boo freaking hoo. If you have the capability to be even flying in such a cabin, you should consider yourself lucky. Get the hell over it already.

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AvGeek Insider Guest

In a past life, I worked for a major airline in Product Development and we were responsible for core pax experience components like seats, lounges, IFE/IFEC, etc. The proper way to roll out a new product is to run full-scale tests and scenarios of something new to catch issues like this. If AA had smart people working on this team, they would have included a core group of FAs to be involved *from the start* and work with them to develop the service and simulate it to ensure it works. And if they did things the right way, they’d also have their leaders sit in seats for hours on end (and even sleep in them overnight) to test them out. Only by simulations and cross-functional teams (ie a panel of FAs to build the product with) you would get this right and avoid nuances and embarrassing quirks like this. Don’t forget AA was so proud of their 78P a few months ago and invited media to view it, while “787-900” was splashed across the IFE screens — uhhh, you really need an AvGeek or two to be on your product team to catch incorrect information like this because you just look a bit foolish using the aircraft the wrong (and a non-existent) model designation (it’s a 787-9, there is no -800 or -900 for the 787). Little things matter, and so does collaborative teamwork with those who have to deliver the service. Too bad this is all foreign to AA (and other airlines) — if they embraced this, they’d discover this how to build some really solid airline products and win real (not pay-to-play) awards (ie $kyTrax). That’s what I did with my team years ago - and that was the secret to our success. Sadly, airlines like AA will probably throw money at a big name consulting company for canned decks and Millennials consulting on how to be better - when they could just take a look inside with their own employees and top-tier customers and get it right from the start.

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mauipeter Guest

In terms of design only Air New Zealand's 787-9 business class beats this ridiculous seating arrangement, facing away from the window, and everybody's feet sticking out into the aisle. Definitely a 'NO' for me, because looking at the wonderful world through the window is just what I do. I can look at screens all day long, when I am not on a plane.

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HappyCamper Guest

I always take of my headphones and pause the entertainment when someone is serving me, just to be polite and acknowledge them properly. So it's not an issue for me.

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