Newly Launched American Airlines Web Site Features ATG Online CRM Offering

FORT WORTH, Texas and CAMBRIDGE, Mass. - American Airlines announced the successful redesign of its Web site,, which features Art Technology Group`s (ATG’s) Online CRM offering. The new design has expanded’s personalization options, as well as enhanced the site’s publishing and marketing capabilities.
“We recently launched the new and improved, and we are extremely pleased with the flexibility of ATG’s Relationship Management platform,” said Scott Hyden, managing director of interactive marketing for American. “As the world`s largest airline, we have a large number of loyal customers who make one of the busiest sites on the Web. We needed a solution that could support our plan to continually upgrade the site over time.”

Built on a Java platform, the new’s open architecture allows for a simpler, more intuitive booking process and greater versatility, which will enable future implementations of new features and enhancements to

“We are very pleased to have played such a significant role in the successful re-launch of,” said Paul Shorthose, president and chief executive officer of ATG. “This launch represents a major milestone for both American Airlines and ATG by delivering a sustainable, extensible, personalized site that offers a customer-focused way to buy an American Airlines ticket.”

“Our customers asked for a Web site that offers more value and convenience and greater personalization,” said Hyden. “And the new - with its platform upgrade, new booking engine and improved navigation - offers all of that and more.”