Delta Air Lines Revises Loyalty Program Changes Following Customer Backlash

Delta Air Lines is revising alterations it initially made to its SkyMiles frequent-flyer program, in response to customer objections. Although the company still intends to refocus SkyMiles to prioritize higher spenders over frequent flyers, it has made some concessions.

CEO Ed Bastian communicated the amendments in an email addressed to SkyMiles members this past Wednesday. “After perusing numerous emails from our loyal members, it’s evident that your strong affinity for Delta has been shadowed by disappointment over the extent of the changes,” stated Bastian.

The primary concerns raised by customers were regarding the increased difficulty in attaining elite status and new limitations on airport lounge access.

Initially announced in mid-September, the changes were intended to manage overcrowding in lounges and the inflation of elite-status members, which was impacting the availability of upgrades. Among the key modifications was the exclusion of flights taken and miles flown from the criteria for status achievement. Delta had also significantly elevated the spending prerequisites for each SkyMiles tier.

As per Bastian’s latest email, while flights and miles will continue to be excluded from status eligibility, the spending requirements will increase but not as significantly as originally proposed. For instance, attaining the Silver status, the lowest of the four tiers, will now require 5,000 “Medallion qualifying dollars,” a decrease from the previously stated 6,000. Currently, customers can reach Silver with as little as 3,000 qualifying dollars or points, provided they fly enough on Delta routes.

The Diamond level, the highest tier, will now necessitate 28,000 points, less than the 35,000 announced in September but more than the current 20,000, in addition to the requisite flights.

The amended changes are set to become effective next year and will be applicable for elite status qualification in 2025.

Moreover, Delta has moderated its restrictions on premium credit card holders accessing airport lounges, although still limiting it more than in the past.

The September alterations had instigated a negative reaction among Delta’s customer base, manifesting notably on social media platforms, with some patrons even considering switching to competitors.

Competing airlines like JetBlue and Alaska Airlines attempted to capitalize on the situation by offering to match elite statuses for customers departing Delta’s loyalty program. Southwest Airlines declared it would simplify the process for achieving the top tiers of its own frequent-flyer program starting next year.

According to Henry Harteveldt, a travel analyst with Atmosphere Research Group, the modifications to the SkyMiles program may still not satisfy all members. “The revised changes may not suffice in mollifying the disenchanted Medallion members,” he noted.

A scant two weeks post the initial announcement, Bastian conceded that the company had perhaps overreached with the proposed alterations.

Delta officials disclosed last week during a conference call with analysts and journalists that the controversy had not adversely impacted sign-ups or expenditures on its co-branded American Express credit cards.

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More about Delta Air Lines Loyalty Program Changes

• Delta Air Lines Official Statement on SkyMiles Program Changes
• Ed Bastian’s Email to SkyMiles Members
• Atmosphere Research Group Analysis on Delta’s Moves
• Social Media Reactions to Delta’s Proposed SkyMiles Changes
• JetBlue and Alaska Airlines’ Elite Status Matching Offers
• Southwest Airlines’ Announcement on Frequent-Flyer Program
• American Express and Delta Co-branded Credit Card Information