CHICAGO (Reuters) - American Airlines, the world's largest airline, says it can boost revenue by $94 million a year by tailoring some of its services to the growing number of women travelers.
The airline, a unit of AMR Corp., this week unveiled a version of its Web site for women (http://www.aa.com/women). The site aims to increase the number of women booking flights on American by 2 percent or more, said an AMR executive on Tuesday.
The site, as well as changes to American's planes and travel clubs, is the latest effort by a U.S. airline to distinguish itself in a competitive industry that has spent the last five years slashing costs and tweaking services.
"We obviously have a vast interest in women," said Peggy Sterling, AMR vice president of safety, security and environmental. "There is an untapped resource."
Sterling said nearly 50 million travelers, or just under half of its passengers, are women. By increasing that number by just 2 percent, AMR could gain an additional $94 million a year in revenue, she said.
The Web site features articles and tips for women on travel safety and security. It also encourages feedback and suggestions from women. Sterling said a recent redesign of American's 767-300 business class included changes such as lower storage bins that may appeal to women.
U.S. airlines have been scrutinizing their operations for ways to exploit any potential advantage. For example, American and other carriers, like UAL Corp.'s United Airlines, have upgraded their business cabins and begun charging for in-flight perks that used to be free.
AMR has two other dedicated Web sites that cater to Spanish speakers and to gay and lesbian travelers. One airline expert said he expects more airlines to follow AMR's example as a means to bolster ridership.
"You turn over every stone. We'll see a lot of this happening," said Terry Trippler, airline expert at travel club myvacationpassport.com.
"Right now competition is stiff out there," he said. "It's going to get a lot tougher."
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