Robert Isom, CEO: “American's new direct distribution strategy through NDC will benefit customers with the best fares and loyalty rewards a...”

The NDC strategy was a disaster. American pulled 40% of its lowest fares from traditional booking channels, slashed agency sales staff, and canceled corporate incentive contracts. ASTA called it 'a clear abuse of market power.' The strategy cost American an estimated $1.5 billion in lost revenue in 2024 as corporate clients booked elsewhere. Isom reversed course in May 2024, restoring GDS content and AAdvantage points for non-NDC bookings.