American Airlines Group faces turbulence as it dismisses its Chief Commercial Officer after a damning review by Bain & Company revealed a marketing misstep alienating corporate clients. CEO Robert Isom acted decisively, retracting a policy designed to reduce mileage accrual from third-party bookings – a strategy that backfired in today’s diversely-driven booking habits. Amidst the pivotal summer travel season, American Airlines’ struggles contrast with peers anticipating record-breaking demand. Compounding challenges, a recent racism lawsuit spotlights broader concerns within the company. With the industry soaring to a 6 percent travel increase over an already busy previous year, American’s misalignment with market trends and customer expectations suggests that structural changes may be necessary beyond the commercial leadership to regain altitude and restore confidence among travelers and stakeholders.