O’Hare gate wars: American doubles size of Admirals Club in ongoing battle with United

American Airlines plans to double the size of its Admirals Club at Chicago's O'Hare International Airport. According to the Chicago Business Journal, the new lounge on Concourse L will span 10,000 square feet, replacing the current 5,000-square-foot space.

Construction started recently. The existing lounge plans to stay open until the upgrade finishes in about a year, the Chicago Business Journal confirms. This move reportedly aims to boost the premium experience for passengers.

Lounges fuel airline rivalry

The expansion highlights a heated fight between American and United Airlines at O'Hare. Both carriers chase premium flyers, key to profits. United gained gates last year while American lost some, according to the Chicago Business Journal.

Recent deals from Spirit Airlines' bankruptcy, though, gave each two more gates. American Airlines took G8 and G10, while United got G12 and G14.

“Lounges are critical,” said Henry Harteveldt, travel analyst and president of Atmosphere Research Group in San Francisco, as reported by Crain's Chicago Business. “The larger the lounge capacity, the better the airline’s ability to capture premium customers. In order to compete shoulder to shoulder with United at O’Hare, American knows it needs to have adequate club facilities.”

American now offers over 500 daily flights from O'Hare. It added 100 peak departures for spring break, which marks 30% growth from last spring.

United plans 750 daily flights this summer, its biggest ever. It reportedly will hire 2,500 more workers at the airport by year-end.

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Lounge upgrades to turn heads

According to Crain’s, the new Admirals Club will feature floor-to-ceiling runway views. Expect warmer tones, more marble and extra seats. It joins two other Admirals Clubs and a Flagship Lounge in Terminal 3.

“We’re helping customers at O’Hare connect to the world with more than 500 flights daily and we want to offer a premium experience from start to finish,” said Heather Garboden, American’s chief customer officer, as reported by the Chicago Business Journal.

United runs five domestic clubs and a renovated Polaris Lounge at O'Hare, Crain’s noted. Additionally, Delta opened a 22,600-square-foot Sky Club in Terminal 5 in 2022. It allows direct boarding.

Lounges draw frequent flyers via credit cards and perks. Demand surged post-COVID for quiet spaces, food and work areas. According to Crain’s, American partnered for additional upgrades with Lavazza coffee and Bollinger champagne.

“Premium is a bigger focus than it ever has been,” said Garboden, as reported by Crain's. “Food and beverage is super important to our customers. People’s expectations have changed.”

In O'Hare's gate wars, lounges now lead the charge. American seeks to match United's edge for corporate and high-end travelers. Bigger spaces promise comfort amid crowds.