American has just opened its latest lounge in the airline’s largest hub, in Dallas Fort Worth International Airport (DFW) where the airline is seeing continued growth. This follows the LAX Flagship lounge which opened earlier this year. The Flagship Lounge, located in Terminal D spans over 23,000 square feet, with seating for up to 350 passengers. The lounge also features a Flagship First Dining concept, allowing for passengers to dine before their flight.
“It made sense for us to go all-in on the Flagship experience at our largest hub,” said Kurt Stache, Senior Vice President of Marketing, Loyalty and Sales for American. “More of American’s premium customers fly through DFW than anywhere else, and we think they’ll agree the Flagship experience is unlike any other.”
The lounge is open to Flagship First and Flagship Business passengers where they can ‘refresh, unwind or work before their flight’ with quiet spaces for taking a rest, lounge-style seating, luxury showers and ample wireless chargers. Flagship guests can choose from a robust variety of hot and cold entrees including Texas brisket in adobo sauce, Korean-style chicken wings and sushi. Also available to guests will be a rotating chef-action station with made-to-order omelets and Asian-style pancakes. Premium wine, Champagne and local craft beer are available to pair with any meal.
However, Flagship First passengers will also be able to enjoy a complimentary, fine-dining restaurant experience with an array of appetizers, entrees and desserts. The DFW Flagship Dining menu features the flavors of Texas with double-smoked beef brisket, slow-braised pork shoulder and Texas pecan pie, as well as premium wines picked by master sommelier Desmond Echavarrie, Krug Champagne, signature cocktails and local craft beer.
American will also launch the plant-based Impossible Burger as an alternative to its signature Flagship Burger, providing even more food choices to its customers. The vegetarian option will be available at DFW first, and there are plans to expand it to additional Flagship First Dining locations later this year.
But it’s not just the Flagship product that has seen an upgrade in DFW, American’s renovated Admirals Club lounge in Terminal D has also opened with an updated modern look, more power outlets, access to showers and space to relax. Guests will have access to snacks such as hummus, veggies, soup and the signature make-your-own guacamole station, as well as complimentary beer, wine and spirits. The Admirals Club lounge will also feature local craft beers for sale from breweries in Dallas, Fort Worth and Houston.
The overall impression is certainly impressive, with a clean, modern approach to the space, however there are a LOT of design elements and textures at play here, creating multiple points of interest which help to zone the expansive space, but there’s less of a distinct design palette in comparison to that of United’s Polaris lounges, which feel like a continued brand extension of the on-board product. Hopefully American will start to refine its design approach to create a more iconic design palette that’s synonymously ‘American’.