We know that Delta Air Lines plans to add premium seats to their planes and also “unbundle” their premium class fares which means a ‘basic business’ experience unless you pay more than already-expensive business class prices.
They haven’t told us exactly what to expect yet. That’s something we will presumably learn at their Investor Day in November. Other airlines they might copy have done things like:
- Pay to check bags
- Pay for seat assignments
- Lounge access not included
- No business class check-in, priority boarding, or premium security
- No changes or cancellations
Delta One Lounge JFK
However it doesn’t have to mean just taking things away from the business class experience at the cheapest business fare. It can also mean adding things to the experience for customers who pay the higher fares.
American Airlines is going to offer an elevated experience to go along with the bulkhead row of their new business class suites including more robust onboard amenities. They still have First Class Dining in Dallas and Miami and the Chelsea Lounge in New York.
Before they decided to drop Flagship First Class from their product suite, I’d suggested that they could compete with a true first class service even with seats that were outdated when introduced more than a decade ago if they’d improve onboard food and beverage and offer their premium Five Star service on the ground (they bundled the personal escort at the airport with first class tickets on the Los Angeles – Sydney route when that was first introduced).
Delta has a product that’s similar to Five Star called VIP Select. They do not advertise it. Last I checked you could call them at 1-855-2FLYPVIP or email VIPSelect@delta.com.
It is their premium ground service package available to passengers at select airports, regardless of their SkyMiles status. The service has recently increased its pricing to $500 for the first person and $100 for each additional person.
- Offered at nine Delta hubs and focus cities, including Atlanta; Detroit; New York JFK and LaGuardia; Los Angeles; Minneapolis; Salt Lake City; Seattle and San Francisco
- For departure a Delta representative meets you curbside, assists with luggage and TSA, escorts you to the SkyClub with reserved seating, and escorts you to the plane at boarding. This may involve a Porsche transfer but that is not guaranteed.
- For connections, service starts on the jet bridge and includes potential time in the SkyClub.
- On arrival, an agent meets you on the jet bridge, takes you to a designated point for pickup coordination. It may be a walk, golf cart, or Porsche transfer.
- Booking requires advance notice of at least 6 hours, payment occurs after the service, and customers report that tipping is allowed.
- The service doesn’t expedite immigration and meet up is post-immigration checkpoint for international arrivals.
Lufthansa Porsche, Frankfurt
Bangkok Airways Golf Cart
Delta is talking about unbundling but they could just as easily earn a premium for their more expensive fares by bundling, in this case making a truly special experience by scaling the VIP Select program with personalized service, expedited airport navigation, and a touch of exclusivity. To be sure, VIP Select isn’t perfect. John Legend can attest to that.
They’ll just jack up the price on regular business class, and make the stripped-down one the same price as current fares.
It’s just a major price hike with extra steps.
I don’t care. I would never fly Delta.
Adding new services for a fee yes, taking away current services (other than maybe free upgrades), no. The Frontier Airlines race to the bottom that occurred in coach is now moving to the premium cabin.
I’ve tried to use the service a couple of times for my wife and daughter traveling long-haul. Both times they sent an email saying they had no personnel available. And this was in Atlanta. The problem is even if you notify them weeks in advance it was close in before they gave an answer. I ended up using a third-party and it turned out great. Interesting though, at MSP it ended up being a Delta employee, even though it was booked through a third-party. They gave my wife a card that I still have that has VIP select on it with a phone number and an email.
Expanding this VIP select product would just make priority security areas, SkyClubs, early boarding zones, etc much more crowded than they are. No thanks.
Yeah, this is a price hike gimmick. Nothing more, nothing less.
A friend and I used the DL VIP service at JFK once. I liked it but it “only” cost us $450. I am not sure I would have done it again, even for $450. That’s not because the service wasn’t wonderful–it is entirely based on what it cost. Maybe we should call it VWP (very wealthy person) service.
I am not a fan of unbundling business class services. To me, the little extras (particularly lounge access, especially at airports/airlines with really good lounges) matter. Depending upon how this plays out, I might end up not flying DeltaOne in the future.
BTW, I don’t think this idea originated with DL. Emirates has been doing this for a while.
I think for mid range domestic flights (I.e. 3 or 4 hours) there are likely plenty of folks who would take a basic no frills business fare because the critical issue is the extra space. A predeparture beverage or a so so meal are not critical.
Whatever they do, you can bet it will be premium!
How can Delta dream up VIP Select and then have insufficient staff to accommodate the demand? What does Ed do with this extra revenue, spend it all in Paris or hire more unqualified ex-Pepsi execs?
George, with any luck, maybe once all the airlines reach the bottom, there will be nowhere to go but up.
To B787jetdoc: when they hit bottom, they will invent a new bottom.
There are too few airlines which are all way too big. This makes it nearly impossible for other players to enter the market and raise the standards.
It’s an ashamed that Delta has ruined the airline perks! I used(paid) the AirFrance VIP service on a DeltaOne flight that I paid thousands for with Delta, when they changed return from Venice thru CDC
There would have been NO way any person could make the connection at CDC! AF met us at plane , got Us thru customs , to the connection by a Porsche on the tarmac in record time!
DELTA COULD NOT OF GAVE A SHIT IF WE HAD MISSED OUR WAY OVER PRICED DELTAONE FLIGHT BACK TO US!
BEST PAID SERVICE I HAVE GOT! Half the price of Delta VIP (BS)
It is true! Airlines& hotel service over seas is way cheaper & way superior to what we get screwed here in the US
As I arrived into JFK from FRA today on SQ26 seat 15A, I saw a row of ancient Delta 763s at T4 and had to smugly smile and be thankful that my ride over was actually premium- in every way compared to the US3. I feel terrible for anyone spending over 70k miles one way to ride up front in those birds. Delta marketing is premium insomuch as they con people into believing the hype.
If you don’t want a stripped down biz class experience, don’t buy it.
VIEW FROM THE WING….
WE HAVE NO REAL INFO ABOUT WHAT WE THINK DL IS DOING, BUT BY GOD WE’RE GOING TO GET SOME CLICKS.
There’s just no way that this benefits most people. It’s just a ploy to charge more for the same thing, which is a Delta specialty.