Delta SkyMiles Changes: Unveiling How Delta ‘Went Too Far’ for Travelers

CEO Ed Bastian announced that Delta Air Lines will be making changes to address the backlash received for their recent overhaul of the frequent-flyer SkyMiles program. The airline had previously announced that customers would now earn frequent-flyer status based on the amount of money spent with the airline, rather than on the number of miles flown. They also made changes to Sky Club access, blocking it for customers with a basic economy ticket and limiting access for American Express cardholders. However, the changes received mostly negative feedback through online travel forums, social media, and direct communications with the company, according to the Wall Street Journal. This prompted rival airlines to attempt to attract Delta’s frequent flyers by offering to match their status. Bastian acknowledged that they had gone “too far” and “too fast” in implementing the changes.

Bastian revealed that the number of travelers with top-tier Diamond Medallion status had nearly doubled since the beginning of the pandemic. This resulted in a higher demand for premium seats, Sky Club access, and dedicated customer-service help. Customers had complained about overcrowded Sky Clubs and fewer upgrades, as reported by the Journal. CNBC also reported long lines to access Sky Clubs. Bastian addressed these concerns at an event in Atlanta, stating that the demand exceeded their ability to effectively serve it. He emphasized the need to provide premium experiences to their higher tiers of customers. However, he admitted that they had moved too quickly and went beyond what was necessary. Delta is currently assessing modifications to address these issues, which will be announced in the coming weeks, according to CNN. (Read more Delta Air Lines stories.)