Typically when airlines make changes to their frequent flyer programs, they try to balance the bad news with something positive for customers. That may be new benefits, throwing customers a bone. Or it may be some rhetoric about how customers are actually going to be better off with the changes. Executives will say that they ‘listened to customers’ and are making ‘changes you’re going to like.’
There’s really none of that with Delta. Delta is demanding more from customers, and not pretending to offer anything new or more in return. The airline has announced changes where:
- Their premium credit card (and Amex Platinum cards) will no longer receive unlimited access to their Sky Club airport lounges
- Passengers traveling on basic economy fares will no longer be able to use credit cards to access their lounges
- Requirements for earning elite status are rising dramatically, for instance top tier Diamond status will go from requiring $20,000 in qualifying dollars up to $35,000 qualifying dollars – though in addition to earning from credit card spend you’ll be able to earn from hotel, car, and vacation package bookings as well. (When you book hotels through the Delta portal you give up hotel points, elite status credit with the hotel chain, and elite benefits during your stay.)
They genuinely believe that their customers will stretch for this, by booking more Delta tickets (and fewer tickets on other airlines) and by spending more on American Express credit cards. But passengers who manager to qualify for status under new, much stricter criteria, aren’t being given any new reward for doing so.
- The airline isn’t even pretending customers are asking for this
- And they aren’t even spinning that customers are getting more in exchange for doing this.
The benefits of status are the same as what elite members received under old rules. And upgrades are increasingly hard to come by and are going to get harder still in the future because Delta says they’re going to do more ‘segmentation’ of first class the way they’ve done with coach (basic economy, Comfort+) in order to sell more seats at different prices.
Delta even says these aren’t the last of the changes, “over the next several years we’ll announce additional changes to qualification and to how a mile is awarded.” In other words, even if you can get comfortable with Delta’s latest changes don’t get comfortable. The goal posts will be moving again.
For year’s I’ve written that Delta is a tough negotiator. In a 50-50 deal, Delta takes the hyphen. This extends to suppliers, it extends to partners, and it extends to customers. When Delta and American Express announced an extension of their co-brand deal into 2029 American Express didn’t even say that the new deal was better for them. When Delta wanted a joint venture with Korean Air, they stopped allowing SkyMiles members to earn status flying Korean. They pushed customers away from Korean until the Seoul-based carrier agreed.
Delta is demanding more from passengers, and not giving more to those who comply. What surprised me most about this announcement is that there isn’t even a fig leaf about how this is good for customers – they don’t even seem to be pretending that this is good for anyone but Delta.
This simply continues Ed Bastion’s war on Delta’s best customers. I don’t understand it, but let us hope he does. This was incredibly visible almost as soon as Bastion became CEO, and the war on customers continues to this day. Not my airline any more, thankfully.
My email promises a “simpler and more rewarding Skymiles”. It links to an enthusiastically giddy “We are excited to offer you more ways to earn MQDs” landing page. So there actually is some rhetoric about how customers are actually going to be better off. It’s a program I engage with minimally anyway, because it is so poor, so I don’t personally react to this much one way or the other.
Oh, there’s good news here.
I’m no longer paying for a useless credit card and will be picking my carrier of choice based on price and convenience rather than chasing ever worthless points
Did me a huge favor in helping me come off the fence about that CC I’ve been swearing I was going to cancel.
@Dave S
Mine extolled what a valued customer I am.
I moved all future DL emails to my spam folder
@ Gary — “Passengers traveling on basic economy fares will no longer be able to use credit cards to access their lounges”. Correction — Passengers traveling on basic economy fares will no longer be able to access their lounges. This includes paid memberships.
In the past 24 hours I’ve booked three biz trips occurring over the next two weeks. All biz could have gone to Delta, but it went to United. Need to make sure I hit 1K and not care about Delta status anymore.
Next is research on best credit card once I cancel my Delta AMEX.
It is amazing to hear the number of people that think they were harmed by taking away their benefits when they couldn’t get the benefits – such as speedy Sky Club access, upgrades to clear etc –
Yes, the good news is that there will be much better expectations of receiving something.
Perhaps it says something about human nature to find out that not receiving something at all and not being promised it but at no cost is better than receiving something that most people haven’t received consistently if at all.
of course there are people that will give up the ability to try to gain benefits via Amex cards and will save money and no longer have the expectation of receiving those benefits. we’ve read nothing but people say that for 3 days now
It all depends on we all do next. Are we going to just complain or actually take a stance.
I bet Delta execs are watching this storm very closely. They have a lot of data that seems to indicate that they won’t lose much of their market share and that they will actually be successful in driving up spending. It’s up to us to prove them wrong.
Here’s what I did right away (I’m Diamond for 10yrs and 2MM, mostly personal international travel)
– updated my already booked flight to credit Flyingblue.
– since my Reserve card renewed in July, I’m gonna keep it for now, but I removed it from all auto-pay. Basically I’m keeping it for some lounge access but neither Delta nor Amex will see one penny on it
– booked couple of award tickets in D1 to Asia to exhaust my mileage
-Used my last GUC (have 4 more that I can issue but not going to)
– early 2024 I’ll convert my MQMs to miles, take one more flight with Delta and say adios
– cancel Reserve card early January (yes willing to lose on the lounge access for the reminder of the year)
– keep collecting miles on Capital One & fly any airlines that offers me good value at a truly premium experience (def not Delta)
I already made Diamond for next year but not going to bother fly them at all in 2024, it’ makes things easier for me!
What good news can they offer? “Good leads the way” only applies to CEO, and those VP’s, not consumers. But don’t blame them; blame us. We are so naive to trust and be loyal to them. I am not complaining, just wanting to share – my bag always arrive after many people’s ones or last sometimes even with priority tag. Not a single domestic upgrade & the United Plus Points never clear due to 38 people on the international upgrade waiting list. Never again wasting $24K for United.
@ Gary — Thanks for this post. It brings clarity to my situation. Until I read this post, I was actually beginning to consider maybe finding a way to retain Diamond, but I am now clear in my decision to part ways with Delta. I can match back for free in 2-3 years when they are seeking new customers.
What DL doesn’t realize is that they aren’t leagues ahead of AA and UA anymore. I’m typically an AA flyer and when I fly DL, honestly the inflight experience isn’t that much different aside from the fact that they have screens. Operationally they are still ahead, but they’ve fallen quite a bit since pre-COVID days, and AA is now slowly catching up if you look at DOT stats for this year.
The insanity of asking for $6k for silver to get basically the same benefits as the $95 gold card.
I’m actually glad with the changes. Reducing the we work crowd. Love it.
@Tim Dunn It’s not people feeling like they were harmed, it’s people finally waking up to the fact that Delta is not the #1 U.S. airline. AA is, by far, the best airline in the United States in EVERY aspect. While United is far from as good as AA, at the very least, they have a loyalty program leagues ahead of Delta.
In the short run…I dont think they’ll see a drop since status for next year is locked in and the sky club changes dont take place till 2025. BUT, I too will not put a dime on that card from here on in…and will drop it next Sept before my renewal.
@Derek
Let’s not get crazy here. I feel the passion, but fantastical typings are not going to help the situation.
@ Derek — Are you feeling OK?
They did tout ‘simpler’ as if that really was a benefit.
The change to MQDs only is not horrible in itself, but the simultaneous substantial raise in MQD thresholds was the clear GFY from DL. $6000 will eliminate a lot of pleasure-only travelers, such as me once I retire soon. Fir instance, two international Premium Select trips likely won’t get me there. The 20:1 MQM to MQD was also an insult.
I was just thinking about how many SEA-LHR tickets I referred for them when I was in management.
@Darin What part of my comment was crazy?
@Gene I feel perfectly okay right now.
Can you explain to me what about American Airlines you do not like?
Pretty much following the same as Ztravel.
Only $$$ DL will be seeing from me is to those places I’ve committed to on my trip starting next week.
No autopsy, card canceled come renewal time in May.
I really feel bad for those cardholders who don’t follow a travel blog and believe that crap emailed by DL.
Ok. I was upset at first. Platinum this year. Won’t likely make Diamond unless we do an unplanned Delta One to Europe. I fly lots of last minute short haul southeast, Midwest and Florida. We usually do one Delta ONE paid transatlantic family trip. I will still make platinum and maybe diamond, but will have less people competing for upgrades. When the limits on my Delta reserve sky club access kick in, I will use (devalued) miles to buy a membership….and have less crowded clubs.
I’m a Decade-plus EXP at AA (and Plat for more than a decade before) and I had an accidental rerouting home from Europe last month when flights through England were cancelled. BA rebooked me on Delta, flying in international business with them for first time since 2009.
I looked forward to seeing if the hype was worth it. But the service was middling — no better or worse than average AA experience. Food was good, maybe slightly better than AA but nothing to get excited about. And the plane’s condition struck me as worn, not comparable to AA’s 777s or 787s. Flights were on time, bag delivered promptly.
There was no reason to think I should give Delta business over AA. With this week’s announcement, there still isn’t.
Maybe I need to take another look at AA. I’ve been flying a lot of AS for work, and I have had HORRIBLE experiences with AA when I have a segment on them. Maybe I just have a bad small sample?
Delta’s loyalty program is a one-sided road. It makes no sense for most customers. You’re better off switching airlines.
Ed Bastion will finally achieve Delta’s goal of limiting the standby upgrade list to less than three screens at the gate.
Of course the F passengers will be flying private (aside from NYC & BOS, they already are) and the rest of the existing full fare J and Y base will go to AA and UA (connecting passengers will be very welcome in their clubs). Watch and learn.
@Patti: Very good point…the casual traveler who doesn’t really study this stuff just might believe that load of garbage they sent out in that email. “Hey honey…Delta just made it easier to get some status!”
For my part…I have already explained it in detail to at least (5) not-so-informed friends. They get it now!
I actually really appreciate how up-front Delta is being about all of this. Look, you are not a “customer,” you are a dollar sign. Your value to DL, AA, UA, or any other company you may do business with boils down to money. There is no pretense here that you are tallying up “points” or “miles” to demonstrate your loyalty. DL will rank you in an order based on how much money you give them.
@Andy 11235:
Then I’ll put it in your terms…after this…myself (and many of us here) are no longer dollar signs for Delta.
And to set the record straight…sending an insulting email that leads with:
“Coming in 2024: A Simpler Sky Miles”…is HARDLY being “upfront”!!!
those that are convinced that American might be the answer to their future declining status w/ Delta might want to consider if AA is really the best place to hitch their star.
American’s market share in the top markets has fallen more in the past 5 years than DL or UA and there are no indications that it is over, in part because DL and UA are both committed to expanding their domestic networks w/ much more aggressive fleet expansions. AA has proven that it does best in markets where it is dominant and really does not do well in highly competitive markets. The medium and small cities that are what defined AA and DL’s networks as unique in the industry are increasingly becoming Delta dominant.
AA is no longer the number one airline in NYC, Chicago or LA and is only #2 in LA. I listed a whole bunch of cities in another article where DL is the largest while AA has slipped to #1 in just 3 major medium sized non-AA/DL hub cities – AUS, BNA and TPA.
AA’s network to small and medium sized cities is increasingly being built around CLT and DFW.
AA execs have said for years that their schedule is their product. The reason why AA’s loyalty program might look more generous is because they are less and less competitive from a schedule standpoint.
And Delta’s domestic schedule for 2024 which was announced today hits at many of AA’s strength markets – secondary cities in the western US.
If schedule is really an airline’s product, then DL is far better positioned in more markets than AA now while UA promises to do that even more in the coming years – even in they are still relatively weak outside of their hubs.
Just something to consider for those that think that AA will be their savior in the loyalty program saga.
And let’s not pretend that other airlines including AA and UA could make the same changes as DL
Unless you are a really high volume traveler w/ a healthy dose of premium cabin usage or willing to supplement your travel w/ airline credit card spend, being a free agent might be the best strategy.
Between my business flights, card spend and paid Executive SkyClub membership, Delta evidently feels I’m getting far too much value.
Simultaneously, I’ve observed the quality of the product I’m paying for steadily decline. It’s had me wondering whether I’m still getting proper value for my loyalty.
This is quite the gap to bridge and, evidently, I’m the customer category they can afford to say goodbye to.
It’s a bold strategy Cotton, let’s see if pays off for ’em…
Even though people are reacting badly, I suspect there will be no repercussions for Delta.
As usual @Woofie has the right of things. Delta simply doesn’t care that it’s obvious they’re giving a big middle finger to their loyal customers but it’s not like this is some sudden shift in policy. Delta has been moving this way for several years.
@Derek
AA sucks. Last flight I had with them in paid F no drink service snacks nothing. With Delta I know there will at least be a bottle of water there waiting for me. I’ve been a free agent for years now the last time I had status was AA as EXP before they changed to their new stupid logo. Life’s too short to just be loyal so now I just buy F primarily with DL or redeem for F/J on international flights. I used to have AA lounge membership via the CC but it pales in comparison to DL. The skydeck at LAX is just super cool and now I will be able to find a seat when I’m flying with DL.
@ Derek — I don’t dislike AA, I just don’t think any airline is best in EVERY way. I like Delta because
they have a big hub where I live. I like United because they have great Polaris seats on their more than 150 (!!) 777s and 787s on transcons, to Hawaii and on international routes (DL flies way too many crappy 767s and 757s on transcons and A330s and 767s to most of their transoceanic destinations). AA has the best loyalty program and mileage redemption (I doubt they are stupid enough to completely torch their biggest strength at this point). I love Alaska because they are what Delta used to be — friendly, reliable, with great leg room and good food and a generous mileage program. I love Spirit becuase they have the absolute best fares of all US airlines and the BFS.
After writing this, it makes me realize Delta really isn’t so great unless you care more about shoveling mediocre Golden Corral buffet food into your mouth than the actual flight.
They is no good news on the changes from Delta. I have been with Delta for 37 years and I have flown over 6 million miles and this is the worst change I have ever seen. Delta wants us to believe that the customers wanted the change which I doubt very much, you have to be brain dead to accept these changes.
What, no ‘enhancements’?
@Derek gets it. There was once a time when AA far lagged DL. That time has come and gone, and AA is now the premier US airline (admittedly a dubious distinction, and yet…). I know a lot of folks have emotional attachments to DL, and are willing to irrationally defend even this given the cost already sunk into fanboying, but at the end of the day we have to operate on facts, and the fact is sadly that DL has humiliated its erstwhile defenders.
AA does seem superior because everyone else sucks even worse now
Alaska was the good underdog for awhile but as program other than limited international sweet spots they now suck too destroying Virgin America and disposing of it along the way
Southwest is ok if you can fit in their midget sized seats and deal with cattle class and their horrible boarding process
Only short haul though will I do it
Terrified of spirit and frontier more their customers than the actual airlines
This play by Delta isn’t surprising. Delta finds itself in a very cozy market position due to all the industry concentration /consolidation and is using it to benefit itself and signal to the other cartel industry kingpins that they should devalue their programs further too and to hold the customer-unfriendly lines together.
@tim you are losing your mind. Clearly hitting home. DL’s goose is cooked and I won’t put a single dime of my 80K airline spend and 150K CC spend to a place that clearly shows their cards. DL partners are the worst of the three, have the oldest fleet of the three, and this is the nail in their coffin. ATL for sale! Delta is about to see 2004 again. I love sewage lazy rivers, the oldest fleet, 5.5” screens, and back breaking seats. Timmy is circling the drain and it’s great to watch. He is such a delta fan boy he cannot be objective. I work in a company of over 200 25k+ travelers who as of this morning dropped delta. My company is about to drop delta all together which is about 800 20-50K per person a year. Delta is toast.
PM,
there is all kinds of emotion in these responses and yet several people sum it up best.
There will be little to no impact to Delta.
The people who are going to be forced to downgrade to lower status are the ones complaining.
The vast majority of people that even comment – which is a fraction of the total number of people even impact, let alone of the total Skymiles population – make the noise of 10,000 people and then the majority of people will end up doing far less flying on Delta than they say they will.
Let me reiterate one more time. All the threats about taking one’s business elsewhere only works if “elsewhere” serves where you want to fly. Let me recap for you one more time
– the low cost carriers are in financial free fall. Even Southwest faces growing employee backlash by failing to get new employee contracts and if they finally do lift pay for flight attendants and pilots, they will have to raise fares. Their finances simply do not support billions in new employee costs.
– American has dropped in its position not just in the top 3 markets but also in dozens of medium and small markets even as DL continues to put scores of planes into service and has them on order for years to come. AA has very few planes on order relative to DL and UA. DL has simply developed a much larger domestic network and is still growing.
– United is growing but will be smaller in NYC relative to DL and cannot catch up to DL at LAX. UA has long been a small player outside of its hubs and that will not change for years to come. DL will be expanding its Latin and Asia networks – where UA had an advantage – making the value of UA’s international network much lower compared to DL than in the past. AA, of course, will make very little headway in rebuilding its international network.
On top of the network advantages which will increasingly be obvious for DL, they ALREADY have a huge financial advantage to every other airline. Fuel is going up again and the refinery is delivery a financial benefit. Delta is acquiring 1 million new Skymiles members per month and 1 in 8 become SM/Amex cardholders. Some percentage of those card members DO become high value spenders.
And DL is doing the best job in the industry of monetizing its premium travel services. And they do promise better benefits, more seats, and increasing premium revenues.
As much as alot of people want to think they know better and will predict DL’s downfall, DL and AXP both use tons of data to study where to tighten the reins and will cull out a certain percentage of elite passengers but deliver more revenue between DL’s other initiatives and better service for those that do remain at premium values’
Kick the couch, finish off that 5th of Scotch but by next week it will begin to sink it that DL will be just fine if you have to leave.
DL is running the best business among all global airlines and will continue to get stronger. If running to a lower quality, more out of the way airline allows you to stay important, by all means go for it.
Love the I m leaving Delta OPM flyer posts. And the illusion that there will be less upgrade competition.
Delta will simply give out status to their favorite corporate customers as they already do.
If you work for a company that is not on the handout list like mine is, then you better hope your OPM allows you to buy F/J or you’re still riding in the back.
@ Bob — Well, I fly on my own money, and I’m out. Would rather fly UAs 777s and 787s than DLs crappy 767s and 330s. I have no illusion about upgrades I just buy F/J and don’t worry about it.
Gene,
once again, your irrationality w/ walking away from Delta is notable.
If you predominantly fly international, then your statement might make sense.
But you just said that you live in a big Delta hub. There isn’t a single Delta hub other than LA where DL and UA both operate international flights so you would have to take a connecting flight to get to a United hub to fly on their international fleet.
And for the month of May, the last for which the DOT has reported data publicly, Delta scheduled 85,000 mainline domestic flights while American scheduled 80k and UA scheduled 82k. of the big 3, Delta operates the largest mainline schedule in the US. Southwest scheduled 125,000 flights, all of which are obviously mainline but no first class.
However, Delta scheduled 126k flights including their regional partners and all of those have first class cabins since Delta no longer puts its code on any 50 passenger regional jet flights.
AA and UA both still have 50 passenger RJs and even if you factor in all UA flights, they still operate 500 flights/day less than DL and even more of those have no first class. AA schedule 145k domestic flights including RJs but some percentage have no first class.
Add in another datapoint. Delta has mainline service to 144 domestic cities, the most of any US airline. UA and WN don’t crack 110 cities while AA doesn’t crack 120.
As much as you and others want to shake your fist at Delta, the reality is that a higher percentage of passengers will have to go out of their pay to avoid Delta, will give up first class opportunities, and will pay higher prices on average since regional jets are less efficient and carry fewer discount passengers than mainline aircraft.
If you live in a Delta hub, the difference will be much more pronounced.
And let’s not even get into the number of cities that have lounges. Feel free to post the number of Sky Club locations compared to what AA and UA offer.
As hard as it is for you and others to accept, Delta is the premium travel leader in the US, has the traveler and loyalty base to support it, and is in a position to dictate the terms of “the game”
and as soon as you and others go shifting your travel to AA and UA, they will do the same thing.
but, again, if it makes you feel better, shake your fist and bang the keyboard at Delta.
Keep going if it makes you feel better.
I have consistently participated in aviation social media to bring facts and discount the emotion of others. This is and will be no different.
@ Tim — I don’t mind connecting one bit to reach superior long-haul aircraft. Why would I fly Delta internationally? Their planes suck. I’ll stick with good products like QR J, LH F, SQ J/F, AF J, KL J, NH F, JL F, and (for the seats) UA J and AA J. I already cut out most of my DL flying a few years ago and primarily attain DM via AM/KL/AF paid J flying. Yeah, MEX sucks, but you can’t beat the AM prices if want to hop around Mexico in their J, which makes DLs domestic J look like the joke it has become. Unlike you, who I suspect has rarely ever set foot on other airlines’ products (or maybe any airline?), I have logged more than 1 million BIS on AA, UA and DL, so I know first hand that DL is overrated, unless you love to pig out and get tanked at the Golden Corral SkyClub before your flight. I’m not claiming that AA and UA are really that much better, but DL does not live up to all the hype.
@Tim Dunn: I’m not going to debate you (although I do think you are WAY off base with your blind loyalty) but I will say this…you really lean in to these posts…no two sentence, one paragraph answers for you. Again, I don’t agree with 3/4’s of anything you write…but I do always read your posts.
Speaking of loyalty, I will say this…and it is important to hear. I have always lived 15 minutes from EWR (still do). UA is the King there. Yet, I flew Delta in for the first time on business in 1999 and decided I loved them. Still was a free agent back then. By, 2012 I was older and “established”. Decided I was all in on Delta. Flew them out of EWR or schlepped to LGA and even out to JFK if necessary rather than fly anyone else. It’s been Delta or I don’t go there. Quick example: Had business in June in El Paso, TX. Rather than fly anyone else, I booked EWR-CVG-ATL-ELP just to stay on Delta.
So…as much as it hurts me to say…I am done after 2024 (I’ve already qualified for my DL status next year). You may doubt me…but If I say it…I mean it! The product is not even close to what it once was…and the changes are downright insulting and so was their email to me.
And, I doubt I’m the only one…
@ TravelWarr — Well said!
@ TravelWarr – Totally agree!
I plan on dropping my Delta Amex Reserve card when it comes time to renew. The perks no longer justify the expense!
In regards to flying other airlines, I haven’t had any issues with AA in many years. I have had low status for years now until last year when I made Platinum Pro. I miss not having a TV screen; however, that isn’t a showstopper for me. It has been a while since I’ve flown with Delta but from the travel blogs I read, the food and menus of AA look so much better than what Delta is offering. In the past, Delta was a top airline. I’m not too sure any more – regarding product.
I do not and never have discounted or mocked any person’s consumer choices
I know full well that every airline has brand loyal people in other carrier’s hubs. One need only look at the connections list on the gate screen on a flight arriving from DFW, EWR, ORD etc to know that DL carries alot of passengers that could have flown on the hub carrier at the other end of that flight.
I am saying, which you and others struggle to grasp, is that it becomes harder and harder to shake your hand at the company that now has more premium cabin capacity, more lounges, and generates more revenue than any other airline in the world.
Is this the inevitable result of consolidation? Perhaps.
But don’t you dare underestimate that there are millions of people that pay Delta a premium for its services.
As much as you or anyone thinks that Delta’s premium cabins are inadequate, actual flown fare data comparisons say that Delta gets as good as if not better revenue than other airlines including United.
Taste and preference is individual; the data clearly shows that Delta knows what it is doing and has been doing for years.
It might make you feel good to walk away but I truly hope that you don’t bother to look back to see the people that replace you and end up giving Delta more revenue and getting more benefits because that is exactly what will happen – as you run to another company that will break your heart just as much as Delta has done.
It is hard to comprehend how people can call me biased when they make statements as irrational as I read here.
I’m afraid my flying preferences will not change. Delta is the only airline that offers nonstop service to both the cities where our sons live. While I am not happy about the changes, I would rather fly nonstop than have to make transfers. So maybe the best I can hope for is that with others leaving, the flights will be less crowded. 🙂