American Airlines is investing in its Chicago O’Hare International Airport (ORD) operations, including the construction of a new Admirals Club lounge in Concourse L. This move reflects a broader strategy to regain market share in a fiercely competitive hub, currently dominated by United Airlines.
Competitive Landscape in Chicago
For years, United has steadily increased its dominance in Chicago, while American’s presence has waned. O’Hare’s gate allocation system – which rewards airlines based on historical flight volume – has further solidified United’s position. American is now aggressively adding flights to secure future gate access and reverse this trend, aiming to operate over 500 daily departures by spring. The situation is escalating, with United CEO Scott Kirby publicly vowing to prevent further American expansion.
Details of the New Admirals Club
The new lounge will span over 10,000 square feet and replace the existing Admirals Club in Concourse L. According to American’s Chief Customer Officer Heather Garboden, the space will incorporate “local design elements” reflecting Chicago’s identity, with floor-to-ceiling windows offering runway views. The lounge will be divided into zones catering to different traveler needs. American currently operates three Admirals Clubs at O’Hare, and this update will not change that number, as it is a replacement rather than an addition.
Why This Matters
American’s investment in Chicago is not just about comfort; it’s a strategic response to a clear power imbalance. Airlines compete not only on routes and prices but also on premium experiences. While American is upgrading its Admirals Clubs, the airline still lags behind United in terms of high-end lounge offerings. The current Flagship Lounge at O’Hare is outdated and requires a renovation that would necessitate a temporary closure, a risk American appears hesitant to take.
The battle for Chicago’s skies extends beyond flight schedules. It’s about creating a superior travel experience that attracts and retains high-value customers.
Bottom Line
American Airlines is making a tangible effort to improve its presence at Chicago O’Hare, with the new Admirals Club lounge as a key component. Whether this investment will be enough to challenge United’s dominance remains to be seen, but it signals a renewed commitment to competing in one of the nation’s busiest airport hubs.
