The U.S. airline industry faced a whirlwind year in 2024, marked by operational challenges, high-profile mergers, tech outages, and strategic overhauls. While passenger demand smashed records, the year also exposed cracks in some carriers’ operations and highlighted shifts in strategy across the industry. Here’s how the major airlines fared in 2024.
Delta Air Lines
Delta maintained its position as the most profitable U.S. airline, despite a July tech outage that cost the carrier over $500 million and stranded thousands of passengers. CEO Ed Bastian emphasized Delta’s focus on premium offerings, with three new Delta One lounges opening in New York, Los Angeles, and Boston this year.
While the airline’s stock hit record highs, Delta stopped short of introducing a “business-class lite” product, instead leaning on its established premium branding. Delta’s robust recovery suggests strong momentum heading into 2025.
United Airlines
United Airlines had a standout year, with its stock more than doubling in value, making it the top-performing U.S. carrier. The airline expanded its network to premium leisure destinations such as Mongolia, Greenland, and northern Spain to capture adventurous travelers.
United introduced narrow-body planes with upgraded interiors featuring seat-back screens, Bluetooth, and free Wi-Fi through a partnership with SpaceX’s Starlink. CEO Scott Kirby, while critical of Boeing’s delays on the 737 Max 10, voiced support for the manufacturer’s new leadership.
Southwest Airlines
Southwest stunned the industry by announcing assigned seating, a dramatic departure from its open-seating model. The move aims to enhance revenue by introducing roomier seats and extra legroom.
The shift came after Elliott Investment Management took a $2 billion stake and pushed for strategic changes, including CEO Bob Jordan’s ouster. While Jordan survived, former CEO Gary Kelly retired, and the board welcomed six new members, five of whom were Elliott’s nominees.
American Airlines
American Airlines faced a rocky start to the year, ousting commercial chief Vasu Raja after a sales strategy favoring direct business traveler bookings backfired. The airline rebounded with strong year-end demand and a renewed partnership with Citi, severing ties with Barclays from its 2013 merger with US Airways.
Spirit Airlines
Spirit had a tumultuous year, beginning with a federal judge blocking its merger with JetBlue. Left to fend for itself, Spirit struggled with rising labor costs, heightened competition, and grounded planes due to Pratt & Whitney’s engine recall. The airline filed for Chapter 11 bankruptcy in November, becoming the first major U.S. carrier to do so since 2011.
JetBlue Airways
JetBlue shifted focus after the failed Spirit merger, launching a strategy called JetForward to cut costs and return to profitability. The airline introduced a domestic business class to complement its premium Mint cabins and posted stronger-than-expected revenue, boosting its stock by over 40% in 2024.
Alaska Airlines
Alaska Airlines began the year grappling with a door blowout on a new Boeing 737 Max, which led to temporary groundings and a payout from Boeing. The airline rebounded with a $2 billion acquisition of Hawaiian Airlines, marking the first major U.S. airline merger since 2016. Alaska posted solid profits and announced plans for international expansion from Seattle to Europe and Asia.
Frontier Airlines
Frontier returned to profitability in 2024, focusing on upscale offerings like first-class seating and bundled fare options. CEO Barry Biffle credited the turnaround to network adjustments, including reducing flights on low-demand days and in oversaturated markets like Florida and Las Vegas.
Sun Country
Sun Country continued to benefit from its cargo-flying contract with Amazon and limited competition in its Minneapolis hub. With a flexible seasonal schedule and diversified revenue streams, the carrier maintained strong margins and profitability.
Allegiant Air
Allegiant faced challenges with its Sunseeker Resort project but signaled progress toward finding a capital partner for the Florida property. The airline’s core low-cost model remained resilient, with high demand in peak periods and a promising fourth-quarter outlook under new CEO Greg Anderson.
Industry Trends and Outlook
While domestic air travel faced pricing pressure from oversupply, international travel boomed well into the off-season. Airlines leaned heavily into premium offerings and route expansions to capture high-paying travelers.
As CEOs look to 2025, optimism remains high despite regulatory uncertainties and operational challenges. The demand for air travel shows no signs of slowing, ensuring that the industry will remain in the spotlight.
