FORT WORTH, Texas (Reuters) — AMR Corp.'s American Airlines is exploring an option to sell ''fare packages'' that allow passengers to buy a group of services for a set fare, the carrier's chief financial officer said.

This measure -- known as ''rebundling'' -- will help the carrier generate revenue as it grapples with sluggish demand from its corporate customers amid a tough recession.

''You gather a set of attributes and you bundle it as a fare category,'' said CFO Thomas Horton in an interview with Reuters.

''That's something we think about -- how can you create fare packages that will be simple and compelling for the customers.''

As fuel prices skyrocketed last year, US airlines started to charge for services passengers once enjoyed for free, such as checked baggage, snacks and seat selections.

''Unbundling'' the bag fee helped American generate hundreds of millions of dollars in added revenue, Horton said.

Airline experts have said that airlines are fast running out of services that they can charge for, but they may be able to offer new services -- for a fee.

Earlier this year, UAL Corp.'s United Airlines began offering a Premier Travel package that gives passengers extra legroom, early boarding and two free bags. This service starts at $47 for a one-way flight.

Another illustration of rebundling comes from Air Canada, which offers five levels of service. Passengers at the lowest level must pay for access to the airport lounge or seat selection, a privilege provided for free to those at the top-most levels.

American's rebundling program will likely be implemented at some point in 2010 said Roger Frizzell, vice president of corporate communications and advertising for American.

As far as other new ancillary measures go, Horton said ''I'm sure we'll think of something.'' But he declined to discuss specific new charges.

American was among the carriers this week that said business demand was slow to return, a trend that sent their quarterly revenue down 20 percent.

Just 22 percent of American's traffic is attributable to this segment of high-frequency and business travelers, but they contribute heavily to the carrier's profit because they fly often and are willing to pay more for premium seats.

Rebundling is one way American can bolster its bottom line.

Such drops in revenue are unsustainable, Horton said.

''We're going to have to address that and I think ancillary revenue is part of the solution,'' he said.