A US carrier has arrived to a rather logical, though quite unorthodox and innovative conclusion – the time for tapping into the growing women's market is quite ripe.
A recent move shows that American Airlines is paying attention to the fact that 75 percent of women in the US use the Internet for general usage (Harris Poll, May 2006); that among women who booked travel in the last year, 35 percent booked online (Harris Interactive Study, September 2006); that the buying power of US women is estimated at $6.1 trillion (Marketing to Women, Second Edition, Marti Barletta).
With this in mind (and nearly 50 million women that fly AA annually), American Airlines has become the first airline in the industry to introduce an online resource specifically designed for its female customers.
American Airlines has created the website AA.com/women as a tool enabling airline to reach out to female customers, solicit their insights and benefit from suggestions made by women travelers, while allowing female AA clients to connect with each other and the airline.
Covering wide specter of issues ranging from safety and security, saving time and money, to stories and advice from other women travelers, AA.com/women makes American the only airline that currently has an entity solely dedicated women's sales and marketing."This is a great opportunity to recognize the achievements of women, let them know we are listening to them, and demonstrate through AA.com/women that we value their business,” Peggy Sterling, American's vice president of Safety, Security and Environmental said:

Besides, by doing so, the airline has a tremendous opportunity to grow its revenue, market share, and customer loyalty, for approximately 48 percent of American Airlines customers are women, and even a 2 percent increase in female customers would enable AA to garner an additional $94 million in revenue annually, while AA female customers would receive value and travel information at no extra cost to them.