A closer analogy on your Best Buy example would be them stopping by a local store, and loading up on flat screens at cost. And I suspect that if Best Buy has such a program for employees, a board member would be able to do just that as long as they whip out their credit card.
Yes, I know that the D3 rates are not the full retail or market value of the seat, but it's better than nothing.
There are other carriers who don't do the reserved space travel for their executives or board members. Instead, they just issue them a UATP card (or another type of payment card), the executive buys their tickets as needed, and the company pays the bill. Some only reimburse up to a certain amount each year; anything over that, the executive or board member becomes liable for. I think it's a decent alternative to imputed income.
What I'd recommend as an employee travel package (if anyone cared to listen) is to manage it like is currently done for some workgroups with uniforms, or a healthcare savings account: Load up the bank with "AA Bucks" based on seniority or even job level, and allow leftover credits to roll over from year to year. Those who use the privilege the most wind up paying their way, while those who travel only once or twice every year could blow the entire wad on one trip.
E,
Correct me if I'm wrong, but if your analysis of my "Best Buy" example would be that although they paid for the flat screens at cost, with a full FC, or taking FC seats out of the inventory that would have been sold, there is a substantial possible loss to AMR if Judith Rodin holds a DFW-NRT for her family to fly FC if AA could have sold the seats on theopen market.
There is a big difference between a Best Buy flat screen at cost vs retail, probably not even in the double digit percentage points, and the difference between a D3 FC R/T from DFW-NRT and a full fare F/C fare.
Kayak.com lists a First Class R/T ticket from DFW-NRT at $9000 for a weekday to/from ticket. If Judith Rodin shashays up to the gate along with 5 members of her immediate family and paying (for hypothetical purposes so I don't get a Dee Kelly colonoscopy) around $2200 total, then I'd say there is a problem with a Chapter 11 company giving stuff away for Directors who provide/provided poor over sight while collecting $45,000 of product while paying $2200.
I'll stand corrected, but my analogy of BOD member walking in Best Buy and picking out 5 of the high end flat screens for her family on a whim seems accurate.