Dallas/Fort Worth – American's primary hub, and its largest hub in terms of daily flights and number of destinations and American's primary hub for the South. American currently has about 84% of the market share and flies approximately 57 million passengers through DFW every year, which is about 156,000 people per day making it the busiest airline at the airport. American's corporate headquarters are also in Fort Worth near the airport. DFW serves as American's primary gateway to Mexico, and secondary gateway to Latin America.
In January 2013, American launched a new rebranding and marketing campaign dubbed, "The New American". In addition to a new logo, American Airlines introduced a new livery for its fleet. The airline calls the new livery and branding "a clean and modern update". The current design features an abstract American flag on the tail, along with a silver-painted fuselage, as a throw-back to the old livery. The new design was painted by Leading Edge Aviation Services in California. Doug Parker, the incoming CEO indicated that the new livery could be short-lived, stating that "maybe we need to do something slightly different than that ... The only reason this is an issue now is because they just did it right in the middle, which kind of makes it confusing, so that gives us an opportunity, actually, to decide if we are going to do something different because we have so many airplanes to paint".
• Boeing 777-300ER: Fully lie-flat Cirrus seats manufactured by Zodiac Seats UK, designed by JPA Design for Cathay Pacific, and licensed from Cathay Pacific with direct aisle access in a 1-2-1 reverse herringbone configuration. Seat length: 76-80 inches (193–203 cm). Equipped with a 15.4-inch(39 cm) inch touchscreen monitor, one universal AC power outlet, and USB ports.
As part of American Airlines’ overhaul project, Terminals 4 and 5 will be redesigned as a single 300,000-square-foot hall with bigger bathrooms, more power outlets and large windows that will allow in natural light. The overall area won’t expand much, but American Airlines officials say a reconfigured ticket counter and check-in area will reduce wait times.
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Guests can search for lodging using filters such as lodging type, dates, location, and price. Before booking, users must provide personal and payment information. Some hosts also require a scan of a government-issued identification before accepting a reservation. The company also provides travel guides, entitled "Neighborhoods", which provide details about staying in specific neighborhoods in various major cities.