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American Airlines CEO Robert Isom is attempting to steady the airline’s workforce after flight attendants issued a unanimous vote of no confidence against him earlier this week. This has escalated internal scrutiny over the carrier’s direction and performance, but it doesn’t look like Isom thinks he will be stepping down.
Isom recorded a new video message to employees this week. It urges staffers to remain excited and confident about American’s future despite recent turbulence. A transcript of the message, first obtained by aviation insider @JonNYC on X, suggests the chief executive is staying put and believes the airline’s struggles in recent years have been part of a longer-term effort to position American to win in 2026.
In the message, Isom emphasized that the airline intends to reclaim its standing in the global marketplace and return to being viewed as a premium carrier. While Isom framed the airline’s plans as forward-looking, much of the strategy outlined in the video reflects initiatives already underway rather than a dramatic reset. Isom also stressed that American’s board and senior leadership remain behind him, which signals that the company’s top decision-makers are committed to the current strategy.
The video comes just days after the Association of Professional Flight Attendants (APFA), representing more than 28,000 flight attendants, formally issued a unanimous vote of no confidence in Isom. Earlier this week, I wrote about how the union cited frustration with American’s business strategy, ongoing operational disruptions, and financial underperformance compared with competitors such as Delta Air Lines and United Airlines.
To amplify its message, APFA plans to hold a protest outside American’s corporate headquarters campus. The union will again call for Isom to step down or be removed.
American’s pilots, represented by the Allied Pilots Association (APA), have not formally issued a no-confidence vote, but union leadership has expressed dissatisfaction and sought a direct meeting with the airline’s board to address concerns over strategic direction and financial results. The board reportedly rejected that request and instead offered Isom as the contact. This further reinforced the perception that the board continues to support the embattled CEO.
American Airlines has faced growing criticism over a series of decisions that have left it trailing rivals in profitability, premium revenue, and customer experience. Industry observers point to several key areas where American has struggled:
- Fleet decisions that reduced flexibility during the post-pandemic international travel surge (American retired to many wide-body planes during the pandemic).
- A retreat from key markets like New York and Los Angeles, despite their importance for credit card and loyalty revenue (Philadelphia is not NYC, American).
- Cabin configurations with fewer premium seats available for upselling (this is now being undone).
- Removal of seatback entertainment screens while competitors invested heavily in onboard technology.
- A service model that focused too heavily on low-cost competitors rather than premium differentiation.
American has begun pivoting toward a more premium approach through lounge investments, improved onboard dining (caviar and Beef Wellington, anyone?), and new commercial leadership, but critics argue the airline still lacks a clearly articulated north star that ties these efforts together.
While Isom’s message aimed to reassure employees, many within the airline’s workforce and frequent flyer community remain unconvinced that incremental improvements are enough to close the gap with Delta and United. A growing sentiment inside and outside the airline is that American needs not only operational fixes, but a sharper, more inspiring strategic vision that employees can rally behind and customers can recognize in the product. As pressure mounts from labor groups and speculation continues around leadership stability, Isom’s ability to unite the workforce and convince stakeholders that American is truly on the right path may define the airline’s trajectory in the critical year ahead.
Anthony’s Take: I don’t see how Isom can keep his job and continue with only incremental changes at the airline. The numbers are the numbers and American’s are not good. The gap between American on one side and Delta and United on the other continues to widen. If changes are not made (and unfortunately for Isom this needs to start at the top), the airline is facing another year of financial woes.
(Image Credits: American Airlines.)
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