American Airlines Stakes Out 'The Flagship' as It Rebounds From Pandemic Turbulence
Dec/03/2025
American Airlines has filed an EU trademark application for 'THE Flagship', covering everything from model aircraft and toys to an expansive suite of travel, transport, and premium passenger services—spanning baggage handling, lounge access, seat upgrades, and multimodal travel reservations. The move comes as the Fort Worth–based carrier, now operating more than 1,500 aircraft across 55 countries, works to consolidate its position in a fiercely competitive U.S. aviation market where it holds a 17.3% domestic share. After the pandemic slashed its 2020 revenue and passenger numbers, American has staged a steady recovery, generating roughly $53 billion in operating revenue in 2023 and scoring 79 out of 100 in the latest U.S. customer satisfaction index, second only to Alaska Airlines. Yet the airline faces a long-term reckoning with its carbon footprint—over 52 million metric tons of CO₂ in 2023—and is betting on fuel-efficient operations and a leading commitment to sustainable aviation fuel to reach net-zero emissions by 2050.
