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During their Investor Day Delta detailed how they’re pursuing “Emerging High Value Customers” like college students. They’re really high on their no annual fee Amex which offers double miles at restaurants as a tool for appealing to millennials, because every cliche’ about millennials.
This is hardly a new idea. For years the United College Plus program offered 10,000 miles at graduation, and they had a no annual fee College Plus Visa as well. United also has their new TravelBank product which has no annual fee, though it too is a rehash of the old Continental TravelBank MasterCard.
Brian Sumers of Skift shares this tidbit about how Delta uses data from its co-brand partnership with American Express.
Through its contract with American Express, Delta receives data on how consumers use their cards. For travelers of all ages, Mapes said, Delta can use card data to pursue “splitters” — or people with its American Express cards who split their business between Delta and other carriers.
It’s not at all new that airlines seek out data about wallet share. Nearly 15 years ago United has “The Great Offer” which gave elite qualifying miles for faxing in frequent flyer statements from other airlines with activity on them. And luggage tags. They incentivized sending up to 3 statements excluding Star Alliance partners.
While Delta only gets a window into consumer spend on its co-brand cards, they apparently see if you buy a ticket on United using a Delta American Express.