We recently saw Delta make major loyalty changes, including completely overhauling its SkyMiles program, and adding new Sky Club access restrictions. While I can’t blame Delta for trying to maximize the company’s profitability, I think the airline is going one step too far, and these changes won’t have the financial impact the airline is hoping for. Airlines keep wanting more from loyal customers, while offering them less.
In this post I wanted to address a couple of points. First I wanted to talk about the poor job Delta is doing communicating these changes, and then I wanted to talk about how Delta seemingly can’t even make a compelling case for the new SkyMiles program.
In this post:
Delta says customers want new SkyMiles program
While Delta is giving SkyMiles members more ways to earn elite status, the airline is massively increasing requirements to earn status. To look at the two ends of the spectrum, the Medallion Qualifying Dollar (MQD) requirement for Silver status is doubling (from 3,000 to 6,000), while the requirement for Diamond status is increasing by 75% (from 20,000 to 35,000).
No matter how you slice it, status under the new program is much harder to earn. So far, Delta has sent a single communication to SkyMiles members about these changes, describing them as follows:
As SkyMiles Membership continues to grow, we are committed to preserving the exclusivity and experience you anticipate and deserve. We have heard your feedback about the complexity of the SkyMiles Program and for the first time since 2015, we are making changes to simplify the way you qualify for Medallion Status while also rewarding you with more ways to earn Status.
We are dedicated to earning and maintaining your trust with every choice we make. We genuinely hope our commitment to a simplified program with more opportunities to earn Status will enhance your unique Member experience.
Honestly, isn’t Delta insulting our intelligence here? The program is emphasizing how these changes are being made due to feedback from SkyMiles members about the complexity of the program. Heck, the company even says that it hopes that it’s earning our trust with every choice it makes.
There’s not a single acknowledgement in the email about how the company recognizes that not all members may appreciate these changes, or that the company understands how this will make status more difficult for some to earn, etc. The company is just literally pretending that we should be overjoyed by these changes.
That’s really poor form when we’re talking about such a massive devaluation. Again, the issue isn’t the way in which Delta has changed its program (which I think is smart, and copies the American Loyalty Points system), but rather it’s the massive extent to which Delta has moved the goalposts, while continuing to offer loyal members less and less value.
At least when Delta announced SkyMiles changes back in 2014, the program acknowledged that the intent was to thin elite ranks, writing “when everyone’s an elite flyer, no one is.”
Delta’s examples of how easy status is to earn
Delta’s webpage about 2024 SkyMiles changes gives three examples of how members can earn elite status with the new program. The program shows how a member could maintain their Diamond, Platinum, or Silver status. I’ve gotta be honest, I feel like Delta really isn’t making a very compelling case here, even with cherry-picked examples.
How Marcus earns Delta Diamond status
Let’s start at the top. Delta gives the example of how Marcus earns Diamond status, which requires 35,000 MQDs (as opposed to 20,000 before). Based on the blurbs as well as the fine print:
- He takes 30+ trips per year — that includes four Delta One roundtrips per year (each costing $4,400+), 20 first class roundtrips per year (each costing $800+), and six economy roundtrips per year (each costing $400+)
- Then he spends $6,000 per year on rental cars booked through Delta Car Rentals
- Then he spends $96,000 per year on a co-branded credit card, which also carries a hefty annual fee
I mean, my gosh:
- 80% of Marcus’ travel is in paid first and business class, where he’s getting very little incremental value for being a Diamond Medallion member
- If he’s spending $6,000 on rental cars booked through Delta, hopefully it’s not through Hertz, or he might end up in jail and won’t be able to complete those 30 roundtrips!
- So basically he’s getting some incremental value on the six roundtrips per year where he books Delta economy, but I wouldn’t even expect first class upgrades to clear regularly there
- Under the old program, his two Delta One roundtrips plus 14 roundtrips in first class would have been enough to earn Diamond status; he could forget about the six roundtrips in first class, the six roundtrips in economy, the $96,000 in credit card spending, and the $6,000 in rental cars
What Delta is continuing to do a poor job with is explaining how anyone is coming out ahead here. What is Marcus getting for his increased loyalty? Less competition for upgrades, even though those already don’t clear a majority of the time for Diamond members, given how many first class seats Delta sells?
How Meghan earns Delta Platinum status
Delta gives the example of how Meghan earns Platinum status, which requires 18,000 MQDs (as opposed to 12,000 before). Based on the blurbs as well as the fine print:
- She takes 22+ trips per years — that includes 16 economy roundtrips per year (each costing $400+), four Comfort+ roundtrips per year (each costing $600+), one first class roundtrip per year (costing $800), and one Premium Select roundtrip per year (costing $2,600)
- Then she books a Delta Vacations package for her family to Europe for $8,300
- Then she spends $60,000 per year on a co-branded credit card, which also carries a hefty annual fee
Okay, so:
- If Meghan is a Platinum Medallion member, why is she paying for Comfort+, when she receives that for free as a benefit of her status?
- Under the old program, her flights alone would have earned her 12,200 MQDs, enough for Platinum status; so now incrementally Delta wants her to book an $8,800 vacation package, and spend $60,000 on a credit card
- Her $60,000 in spending on a credit card won’t even be enough to her unlimited Sky Club access (despite having the most premium credit card), but she’d be limited to a very small percentage of her travel
Let’s be realistic here — how much do we think her first class upgrade percentage with Delta will increase as a result of these changes? Or what other value is she getting that she didn’t get before? Never mind that she’ll be limited on her Sky Club visits for her high annual fee card, rather than the unlimited visits she currently gets.
How Brandon earns Delta Silver status
Delta gives the example of how Brandon earns Silver status, which requires 6,000 MQDs (as opposed to 3,000 before). Based on the blurbs as well as the fine print:
- He takes eight trips per year, all of which are roundtrips in economy costing an average of $400+
- He then books $1,500 per year in hotels through Delta Stays
- Then he spends $36,000 per year on a co-branded credit card, which also carries a substantial annual fee
Those flights alone would have previously been enough for him to earn Silver status, so Delta is “only” incrementally asking for $1,500 worth of hotel stays plus $36,000 in credit card spending. What exactly is the member getting for all of that, beyond what they’d get for having a basic Delta credit card? Maybe the occasional upgrade to an undesirable Comfort+ seat?
Bottom line
Delta is trying to position its SkyMiles changes as some sort of positive development intended to simplify the program, and is suggesting the changes are based on customer feedback. While there are new ways to earn status, Delta is making customers hugely increase their engagement with Delta, to get the same perks as before.
I’m not saying people shouldn’t earn status with Delta, or shouldn’t fly with Delta. If Delta is the best fit for your travel needs (in terms of schedule, value, etc.), you should fly with the airline. However, Delta is failing to make a compelling case for why customers should be loyal under the new program.
Delta is making it clear that it expects a lot more loyalty from customers, but the company is failing to explain how it will reward customers in return.
Uhh Delta are pretty much screwing thier oversea loyal customers.. they can't get a delta credit card so they have to do it though tickets and many og them have been loyal customers for years.. try go from elite to nothing even though you have been flying loyally with delta for year not everyone can afford flying first class.
Only positive thing is now if they can treat customers with some respect it's not...
Uhh Delta are pretty much screwing thier oversea loyal customers.. they can't get a delta credit card so they have to do it though tickets and many og them have been loyal customers for years.. try go from elite to nothing even though you have been flying loyally with delta for year not everyone can afford flying first class.
Only positive thing is now if they can treat customers with some respect it's not that hard to find another airlines and in a lot of cases cheaper to ;-)
I was platinum medallion, now I’m a nothing medallion. I have the Amex SkyMiles Platinum card. I was a loyal Delta customer, but no longer. Now I’ll look for the best itinerary at the best price. I am also going to cancel my Amex sky miles card, I see no reason to keep it any longer. I have one final flight with Delta, I’m burning up my skymiles on upgrading my seating to First Class,...
I was platinum medallion, now I’m a nothing medallion. I have the Amex SkyMiles Platinum card. I was a loyal Delta customer, but no longer. Now I’ll look for the best itinerary at the best price. I am also going to cancel my Amex sky miles card, I see no reason to keep it any longer. I have one final flight with Delta, I’m burning up my skymiles on upgrading my seating to First Class, I used to get upgraded to first class, but no longer because I’m a Nothing Medallion. What a huge disappointment. I’m still waiting for a response to my email to Delta. I really enjoyed flying Delta, but no longer. What they did was a slap in the face.
I could not agree more with your article. I have been paying higher ticket prices for 30 years to gain miles on Delta. Now that I am retiring my built up MQMs turn out to be really a one time worthless value. The promise to carry them forward as a perk and not lose miles is a bust! Frankly, the downgrading of my status rewards being sold as a real positive change. Horse crap!
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I could not agree more with your article. I have been paying higher ticket prices for 30 years to gain miles on Delta. Now that I am retiring my built up MQMs turn out to be really a one time worthless value. The promise to carry them forward as a perk and not lose miles is a bust! Frankly, the downgrading of my status rewards being sold as a real positive change. Horse crap!
I thought the chairman was a good leader but he listen to a bunch of bean counters try to save nickels and pissing off folks that spend millions flying on Delta. There are other choice out there as they say on their addvertisements and now I may be taking them now that my status is being made harder to reach with less rewards. While I understand that they want to keep giving the impression we are getting something better I am surprised at how out of touch they are with the majority of us who are loyal members...the bean counters won on this "upgrade."
I am semi-retired and have been a Delta platinum Skymiles member forth the past few years. I made my platinum status for 2024 but will not be able to maintain it long-term. My pension plus part time work will not allow me to spend as much on travel as Delta thinks I should. I have also paid for Sky Club membership with Delta miles for several years. I would understand it more if Delta said...
I am semi-retired and have been a Delta platinum Skymiles member forth the past few years. I made my platinum status for 2024 but will not be able to maintain it long-term. My pension plus part time work will not allow me to spend as much on travel as Delta thinks I should. I have also paid for Sky Club membership with Delta miles for several years. I would understand it more if Delta said plainly that they need to cut each level and their Sky Club membership in half. Do not pretend that the average Delta Sky Miles or Sky Club member wants these changes. Yes, a few elite people will benefit, but once I lose my status I will have no more reason to stay with Delta. I will also give up my Delta Platinum credit card at that time. Delta clearly wants to make elite status more elite, but they are pretending that it is for my benefit???
To spend $500 in annual fees and then to have rewards for flying with Delta even harder to gain miles...considering cancelling membership before my annual fees are due
Someone has to pay for the new contracts Delta has recently ratified with its employees’ unions: looks like it will be us, the loyal customers.
Delta just joined bud light for major marketing blunder of the year. Nice to know Delta patrons aren’t idiots! Now Delta knows! Low class, not first class.
I've flown Delta for 35 years with gold or platinum status for the last 10 years. I was never asked about what I'd like to see out of the Skymiles program yet Delta acts like I should be happy about these really "great" changes and that the customers asked for them. Bottom line, I'll be looking for another airline AND another credit card. Consider me disappointed in Delta.
I used to do everything I could to fly Delta for business and pleasure. I felt it was the best airline from a reliability and rewards standpoint. Those days are over. The thresholds are too high and feel like a slap in the face. BTW the food in the MSP sky club is the worst of all of their clubs.
The revisions to the program are particularly tone deaf with respect to business travelers who have to abide by corporate policies that prevent booking even airfare directly with Delta, much less hotel and rental cars. Many of us are mandated to use platforms such as Concur which will largely prevent our ability to maintain status in the future. Quite the opposite of recognizing our loyalty to date and very likely to erode any future commitment...
The revisions to the program are particularly tone deaf with respect to business travelers who have to abide by corporate policies that prevent booking even airfare directly with Delta, much less hotel and rental cars. Many of us are mandated to use platforms such as Concur which will largely prevent our ability to maintain status in the future. Quite the opposite of recognizing our loyalty to date and very likely to erode any future commitment to AMEX Skymiles credit cards and Delta as a whole.
Uhh Delta are pretty much screwing thier oversea loyal customers.. they can't get a delta credit card so they have to do it though tickets and many og them have been loyal customers for years.. try go from elite to nothing even though you have been flying loyally with delta for year not everyone can afford flying first class.
Only positive thing is now if they can treat customers with some respect it's not...
Uhh Delta are pretty much screwing thier oversea loyal customers.. they can't get a delta credit card so they have to do it though tickets and many og them have been loyal customers for years.. try go from elite to nothing even though you have been flying loyally with delta for year not everyone can afford flying first class.
Only positive thing is now if they can treat customers with some respect it's not that hard to find another airlines and in a lot of cases cheaper to ;-)
This move makes Bud Light's marketing department look competent.
When the flight attendants announce their standard "thank you" to their Medallion customers, saying that they appreciate our business, I already have started saying, "No, you don't!" I invite others to join me. Also, I plan limit my flights on Delta starting next year, because Alaska/American fly to the same places, and I will be getting better frequent status treatment.
Delta just dropped a giant turd on some of its most loyal customers, thereby destroying decades of hard-earned brand loyalty. The brand loyalty compensated for the fact that Delta isn't even a particularly good airline. Internationally there are way better options; domestically, I'd rank 'em about even with the other legacy carriers. So this Diamond Medallion won't miss 'em, nor will I miss my SkyMiles Club membership or my Delta-branded Amex Platinum card (both now...
Delta just dropped a giant turd on some of its most loyal customers, thereby destroying decades of hard-earned brand loyalty. The brand loyalty compensated for the fact that Delta isn't even a particularly good airline. Internationally there are way better options; domestically, I'd rank 'em about even with the other legacy carriers. So this Diamond Medallion won't miss 'em, nor will I miss my SkyMiles Club membership or my Delta-branded Amex Platinum card (both now terminated).
#DeltaDiarhea
honestly
as a diamond based between SEA and JFK I am ELATED by these changes. Diamond has gotten way too crowded. Spoke with a DM desk agent today that said they have 6x more diamonds right now than in 2019.
for those of you taking your business elsewhere - thank you for making those agents, seats, and club room available. you'll be back after you try American () or United ()
I’ve flown United and American quite often over the years, along with lots of foreign carriers. Delta is nothing special. And SkyClubs are over-rated. So, no, I won’t be back.
Good on you... I have been a platinum since forever, and always chose Delta plus used their Platinum card consistently, even flying indirect to locations where cheaper and direct options were available. My bad. Just started the process of moving to Alaska using their status match. We'll see how it goes. If I don't like it next year, I will be a free agent. I may fly Delta again if it is the cheapest or the most direct route, but that almost never happens.
Ex delta 360 now diamond is leaving. Going free agent.
The opportunity cost that Delta assumes people will surrender is crazy. Many folks don’t know they will not get hotel points or car rental credits if they book through Delta. Once they learn they actually lose those loyalty benefits, I suspect they will be quite irritated.
I faced many problems with Delta airlines in one sector unfortunately I feel very upset also I communicate with them to solve issues provided by there staff and system until now nothing have been solved I will never try to go with them again
Knowing than I am a Golden member in skyteam program.
I hate you Delta
These changes are disappointing, it's worse when they describe them as being based on customer input. I will be looking to other airlines more in the future, the premium Delta could charge based on quality isn't worth it anymore.
Business travel typically involves in Company P-Card and Company appointed booking source. That excludes all "Delta Hotel", "Delta Partnered Car Rental", nor "Delta Credit Card Spending".
BTW, how many of us will take that many luxury personal travel every year and put them all on one dedicated personal credit card?
Isn't it ashame that they have created is a degrading confusing process that will never allow anyone to achieve any status? Well maybe not everyone!!! They are shuffling the ball under the shell....And it's supposed to be in the consumers best interest. I don't know if I'll remain a loyal Delta Silver Medallion member especially since it has taken alot to achieve it over the years. SHAME ON YOU DELTA!!!
This is just another straw, the final straw, that broke the camels back. As many have mentioned in their replies, there are a number of concerning issues that have popped up with Delta over the last few years. Their pricing has continued to creep up and they are now consistently and considerably more expensive than other full service airlines. They frequently do not fulfill on the upgrade certificates that I have earned from being a...
This is just another straw, the final straw, that broke the camels back. As many have mentioned in their replies, there are a number of concerning issues that have popped up with Delta over the last few years. Their pricing has continued to creep up and they are now consistently and considerably more expensive than other full service airlines. They frequently do not fulfill on the upgrade certificates that I have earned from being a diamond member. Lastly, the diamond line has butchered multiple reservations for my family.
I currently have the top end Delta Amex; that will be getting cancelled. In addition, I plan to switch my business, which is extensive, to another full service airline. Any recommendations?
"Honestly, isn’t Delta insulting our intelligence here?"
You touched the critical point here. I sent a complaint email to Delta soon after I received the notification. I was not angry with the drastic changes to the program (Delta is a for-profit company and can do whatever it wants, customers adjust according to their own values). What I was angry about was that they were treating as fools and lying to our faces rather than being...
"Honestly, isn’t Delta insulting our intelligence here?"
You touched the critical point here. I sent a complaint email to Delta soon after I received the notification. I was not angry with the drastic changes to the program (Delta is a for-profit company and can do whatever it wants, customers adjust according to their own values). What I was angry about was that they were treating as fools and lying to our faces rather than being honest about what they were doing: they titled the notification as "A simpler and MORE REWARDING skymiles" and the first paragraph was grateful for my loyalty. It is not more rewarding, and it shows no gratefulness for my loyalty. It is simply a way to reward more spending and make it more difficult to earn status; explain why you are doing this and call it what it is, rather than hoping that your most loyal members are too stupid to read through the marketing speak to understand what you are doing. That was what was offensive, not the changes.
After 25 years of flying exclusively with Delta, with Diamond status, executive lounge access, million+ miler, I am switching to a competitor. While I still think it is a great airline, but their ticket prices are 25% more than rivals’ their medallion program no longer makes sense.
This is the second most expensive loyalty program after PPS solitaire which is 50k SGD on premium cabin.
Looking at the benefit, you get a lot more on diamond than PPS. So all good as far as I am concerned.
I'm another undeserving 4 times Platinum flyer, both through actual flights I took during COVID, and the rollovers. The recent bitch slap from Delta was a cold one, though.
I just applied for Alaska's status match, and while it's not hugely useful for a PHX guy, it will carry over a bit to AA, BA, and LATAM. I've already hit my 2024 DL Platinum qualification, so the AMEX is getting scissored and cancelled soon....
I'm another undeserving 4 times Platinum flyer, both through actual flights I took during COVID, and the rollovers. The recent bitch slap from Delta was a cold one, though.
I just applied for Alaska's status match, and while it's not hugely useful for a PHX guy, it will carry over a bit to AA, BA, and LATAM. I've already hit my 2024 DL Platinum qualification, so the AMEX is getting scissored and cancelled soon. And my Aegean Gold status, which DOES pay off nicely, I'll keep going.
It's been a nice ride, Delta...not as nice as the NWAL ride was, but nice. I'll use up my DL miles on domestic award tickets and call it a lesson learned.
I sent the following to Delta corporate..im sure they couldnt care less...:
I have gone out of my way to be an extremely loyal and committed Delta frequent flyer for decades...clearly these new changes to the sky miles program confirm this loyalty has been woefully.. misplaced...Whoever concocted this new draconian plan should be fired! ALOT of folks, including me are enraged by this dump on loyal customers...cant imagine this isnt going to create some...
I sent the following to Delta corporate..im sure they couldnt care less...:
I have gone out of my way to be an extremely loyal and committed Delta frequent flyer for decades...clearly these new changes to the sky miles program confirm this loyalty has been woefully.. misplaced...Whoever concocted this new draconian plan should be fired! ALOT of folks, including me are enraged by this dump on loyal customers...cant imagine this isnt going to create some serious negative impact on your client base...The corporate greed and callous treatment of dedicated delta frequent flyers is nothing short of ATROCIOUS...overnight you have completely destroyed any incentive to choose your airline from any other...a very SAD day indeed for those that used to feel they had achieved something special for their loyalty.
Cant imagine Amex is going to be to pleased when a wave of nonrenewals hit there reserve card sales as well..SERIOUSLY??? 10 trips to the lounge in a year...with 3 legs the average for overseas flights, 6 are used in one trip!!! This is a pathetic policy and eliminates any need for a reserve card...notwithstanding crowded lounges there were certainly alternative options to thinning the herd...The MORONS at management have simply SCREWED everyone...talk about thowing the baby out with the bathwater!!
Someone with an ounce of intelligence should rethink and reshape these new horrendous changes so as not to completely shaft a huge number of dedicated Delta supporters...WE DESERVE BETTER!!!
pretty sure the massive outcry against this nasty program will NOT simply dissapate without seriously affecting your bottom line..How thoughtless, hypocritical and callous has your company become...you are NOT the Delta that I used to love and faithfully support..you just ended that for me and I belive a large portion of your customer base...what was a corporate icon in the airline industry for amazing customer service and wonderful loyalty benefits has been instantly changed into just another purely greed motivated mill...loyalty, i believe you will abruptly learn is a TWO WAY STREET..what you have transformed this company into is just
DISGUSTING!!!! As a lifetime world traveler I am deeply angered by what you have done, and i know I speak for countless others...
Beautifully written! I wrote a similar note to Delta (albeit not quite as well worded). I've flown Northwest and Delta nearly exclusively for 30 years. And achieved million miler and platinum status. Never thought I'd need to open up my travel options. But, like you, I am. Makes me shake my head and assume that the folks at Delta marketing failed to look at a few classic, massive marketing blunders - i.e. 'new coke' and...
Beautifully written! I wrote a similar note to Delta (albeit not quite as well worded). I've flown Northwest and Delta nearly exclusively for 30 years. And achieved million miler and platinum status. Never thought I'd need to open up my travel options. But, like you, I am. Makes me shake my head and assume that the folks at Delta marketing failed to look at a few classic, massive marketing blunders - i.e. 'new coke' and 'Bud Light' - and see how their dedicated, loyal consumers might react.
The examples Delta cites make it pretty clear the program should be called Skydollars, not Skymiles. None of those cases referenced how far one flies, merely how much one spends on a flight. Thus, the frequent flier program becomes a frequent spender program.
Yup.. this is end of my delta loyalty.
I've been platinum for 7 or 8 years straight, via the delta Amex platinum card spending (50k/year or more) and flying a dozen or so times, usually with one trip being delta one. Easily cleared the platinum hurdle. I don't even know where I'll end up now, but it won't be platinum. Guess I'll just get a cash back card now and shop for the best flights as I need them
I have been Diamond every year since Delta added the level. What bothers me about the changes is that Delta does not take into account how this affects corporate travelers who must book through their corporate travel portal and cannot book rental cars and hotels through Delta or they would be flagged as out of policy. And if the corporate travelers company also requires use of a corporate credit card connected to the company travel...
I have been Diamond every year since Delta added the level. What bothers me about the changes is that Delta does not take into account how this affects corporate travelers who must book through their corporate travel portal and cannot book rental cars and hotels through Delta or they would be flagged as out of policy. And if the corporate travelers company also requires use of a corporate credit card connected to the company travel and expense system, they cannot use to co-branded credit cards or business travel - so Delta just alienated a lot of corporate travelers who have no hope of getting decent status. These are the true corporate road warriors who basically only have the option to get status through flights.
I’m an undeserving Platinum Medallion for now who played the unlimited MQM rollover game using the pandemic and have been taking pride in being Delta’s least profitable PM in 2023 even before the changes were announced. (eCredits from EU 261 in 2022, cheap award tickets, lots of bags on time claims, companion tickets, AmEx discounts, you name it.) It was fun while it lasted and I actually put a pretty high value on the free...
I’m an undeserving Platinum Medallion for now who played the unlimited MQM rollover game using the pandemic and have been taking pride in being Delta’s least profitable PM in 2023 even before the changes were announced. (eCredits from EU 261 in 2022, cheap award tickets, lots of bags on time claims, companion tickets, AmEx discounts, you name it.) It was fun while it lasted and I actually put a pretty high value on the free C+ at time of booking.
It would be one thing if the service level and reliability for Delta was the same as it was in 2019 but they keep sliding while American, which is my other realistic home airport option, seems to finally be getting its act together. I’ll still fly Delta when price and schedule make sense but in the man time, I’m moving credit card spend from the Delta co-branded AmEx over to the MR realm. Just took advantage of a good upgrade offer for the Everyday Preferred card
Delta has screwed the pooch on this. I'm a long time Delta SM elite member (20+years) mix of business and leisure trips. Currently Platinum. I wouldn't even make Silver now. WTF? No elite status, no loyalty from me. Buh bye.
As a platinum member, I will no longer qualify as I have every previous year so I plan to switch to United using the challenge option.
However the biggest loser will be AMEX. I have been spending $100,000 per year on my Reserve Card but will be cancelling it at the end of the year.
I never dreamed that amount of spend would barely make Gold under the new rules. Whatever genius came up...
As a platinum member, I will no longer qualify as I have every previous year so I plan to switch to United using the challenge option.
However the biggest loser will be AMEX. I have been spending $100,000 per year on my Reserve Card but will be cancelling it at the end of the year.
I never dreamed that amount of spend would barely make Gold under the new rules. Whatever genius came up with this scheme should be fired.
You only keep loyal members by incremental change.
You have gained huge respect from me with this post. You are known for your insight and influence in the travel industry. A lot of Delta loyal flyers are complaining about the changes but I believe your voice will be heard above the rest. Hopefully they will reconsider and revise the changes. I fear corporate greed will rule the day. Thank you for having the guts to speak the truth
I totally agree with You on 99% of what You said. I do think that even "if" the revise the status levels, it won't be enough. Even "IF" let's say they reduced the current stated goals by let's say, 50%. It's STILL an INSANE ask. To go from flying 6 RT's and getting Silver/Gold to needing to fly double that, take a 10k Delta Vacation, AND spend $36,000 on a Delta CC that Your paying...
I totally agree with You on 99% of what You said. I do think that even "if" the revise the status levels, it won't be enough. Even "IF" let's say they reduced the current stated goals by let's say, 50%. It's STILL an INSANE ask. To go from flying 6 RT's and getting Silver/Gold to needing to fly double that, take a 10k Delta Vacation, AND spend $36,000 on a Delta CC that Your paying an annual fee on is still RICH AF. and the higher levels are even more unattainable for many, many members.
This latest "value add" for the Delta faithful finally prompted me to send a letter the day it came out:
Dear Mr. Bastion and fellow Delta executives,
Wow, I wanted to first thank you for my many years of traveling on Delta. I’ve been wanting to write a letter to you for some time now. Since early in my career over 40 years ago, I chose Delta for nearly all my personal flights, and...
This latest "value add" for the Delta faithful finally prompted me to send a letter the day it came out:
Dear Mr. Bastion and fellow Delta executives,
Wow, I wanted to first thank you for my many years of traveling on Delta. I’ve been wanting to write a letter to you for some time now. Since early in my career over 40 years ago, I chose Delta for nearly all my personal flights, and on rare occasion chose another airline for business flights only due to my former company’s mandatory rules for selecting lower fares. As a million miler and Diamond Medallion for probably 10 years, I have enjoyed using Delta services as our exclusive way of air travel.
I also want to thank you for making my choices for future travel so much easier! Despite typically being a higher priced airfare, I would still choose Delta for the additional perks of the Skyclub and working my way towards keeping a high medallion status. As a retiree, my total amount of air travel has lessened, but my trips now tend to be First/Business class for international travel. Your change several years ago to raise the MQD waiver for Diamond to $250K on my personal AMEX card was a huge disappointment, but I did still manage to purchase $15K in personal flights to maintain my Diamond status. Your update last year to $20K MQDs all but eliminated any chance for me to do so in the future. Now your latest update emailed this week renders my ~150K of rollover MQMs utterly useless, and the huge increase in MQDs will result in my elimination from future Platinum and Diamond Medallion opportunities. And you didn’t stop there! You are also limiting my future utilization of the Skyclub.
I used to market Delta’s extraordinary service to my employees and peers, including your flights very rarely having issues/delays unlike many other airlines. Sadly, nearly every Delta trip I have taken in the last 3 years have suffered from significant delays or cancellations of flights due to mechanical issues. I can no longer continue to promote what used to be an exclusively superior record. I spoke to one of your captains after one such cancellation, and he echoed the same sediments. Another good friend is a recently retired Delta flight attendant, she has also relayed her disappointment in the changes to Delta’s service and as a company.
With 2.1 million Skymiles in my account, we will continue to fly Delta for some time when SkyMiles use is valuable, but not by spending money on the airline or the branded credit card that will not be renewed next year. While the value of Skymiles is now one of the worst in the industry, I’m hoping I’ll get some return on my many years of investment before you decide to dwindle their value even further. For paid flights, Delta will no longer be my preferred choice of airline. In fact, it will fall toward the bottom of the pile, as there are many airlines providing better options at lower prices.
great message i feel the same - i retire in 3 year now going to do a status match with another airline!!!!
Delta claims to be a military focused company. The new sky miles program will continue to seat military travelers in the rear cabin toilet.
The DoD is suppose to book travel through the Defense Travel System (DTS), and use their Government Travel Card (GTC) to pay for airfares. The DTS contracted airfares are sometimes, not all the time, less costly than booking direct through Delta. The fare class booked through DTS is sometimes one...
Delta claims to be a military focused company. The new sky miles program will continue to seat military travelers in the rear cabin toilet.
The DoD is suppose to book travel through the Defense Travel System (DTS), and use their Government Travel Card (GTC) to pay for airfares. The DTS contracted airfares are sometimes, not all the time, less costly than booking direct through Delta. The fare class booked through DTS is sometimes one that does not equate to a good MDQ payback. When you factor that inability of military travelers to use a co-branded card to book travel, that equates to less MDQs earnable.
This calendar year I have flown 50 segments with Delta earning just a tick over $6,000 MQDs. 46 of the segments were for government work. 4 of the segments were personal Travel and I earned have of my MQDs on my personal travel. If I sustained this Travel patern in calendar 24, I would barely make Silver for 25.
One of the saving graces this year was unlimited access to the sky clubs with reserve card. As we all know that will come to an end.
Shame on Delta. Time to become a free agent for flying in 24.
Great explanation for this very poor choice by Delta. I’m Diamond now and am not sure I’ll even make Silver in the future. I used to only book Delta but now there’s no need to do so. I’ll shop around and may try to build status elsewhere.
Reset to 1980 before any FF programs. You want first, you buy first. And what does a Diamond mean since all your travel is in F or D1? Recognition that you give Delta a lot of money. Period.
“We have heard your feedback”
This is the most abused quote for negative program changes. A missed opportunity to blame it on Tom Brady.
I am done with air mile programs- now I only fly if I am compelled to. All of this due to the airlines continuing to make travel an unpleasant experience to encourage upgrades. I was a high flying Delta Skymiles customer. DL can take their program and an airplane and shove it where the sun does not shine. #Itravellocal
I just noticed one of the ways Delta comes across as a little too full of themselves (in my opinion). SWA just had a weekend blitz offering $500 of travel for $449 via Costco gift cards.
Today Delta emailed an offer of a $300 travel card that earns two $10 Starbucks cards.
Hmm. 10% v. 6.6% discounts. Straight savings off the charge card v. gift cards you have to track and use at...
I just noticed one of the ways Delta comes across as a little too full of themselves (in my opinion). SWA just had a weekend blitz offering $500 of travel for $449 via Costco gift cards.
Today Delta emailed an offer of a $300 travel card that earns two $10 Starbucks cards.
Hmm. 10% v. 6.6% discounts. Straight savings off the charge card v. gift cards you have to track and use at one vendor.
An easy choice for me (as I prepare for a hard landing from DL platinum '24 to DL nothing in '25).
I got that offer from DL too and LOLed.
Today was the first time I had to book a trip after the changes were unveiled. As a Platinum who has more than enough rollover MQM that they’ve now turned into SkyPesos, I had zero reason to go out of my way to take less convenient and more expensive flights. I’ll roll my Platinum status, match to United, and move on.
Special situation too where a lot of my travel is to IAH where Delta...
Today was the first time I had to book a trip after the changes were unveiled. As a Platinum who has more than enough rollover MQM that they’ve now turned into SkyPesos, I had zero reason to go out of my way to take less convenient and more expensive flights. I’ll roll my Platinum status, match to United, and move on.
Special situation too where a lot of my travel is to IAH where Delta doesn’t even have a SkyClub, so I’d have to keep my Amex Platinum for Centurion there PLUS buy SkyClub membership - or spend tons on a card with terrible cash back.
Nicely done consultants at killing program.
I'm one of Delta's foreign diamonds. The thing Delta seems to have misunderstand.... they're virtually never the cheapest option (often hundreds or thousands more than the competition). I only paid that premium cause there was value in the loyalty program's benefit. They've gone and blown up that value prop -- and along with my willingness to pay their inflated fares.
Fare aside - What I find interesting is how excited everyone is over the...
I'm one of Delta's foreign diamonds. The thing Delta seems to have misunderstand.... they're virtually never the cheapest option (often hundreds or thousands more than the competition). I only paid that premium cause there was value in the loyalty program's benefit. They've gone and blown up that value prop -- and along with my willingness to pay their inflated fares.
Fare aside - What I find interesting is how excited everyone is over the sky club changes Compared to say, Virgin or Air France - they're essentially a paid bar (except for the swill Delta gives for free.) The free wine and spirit is absolutely dreadful.
And the lounges in many instances are so insanely overcrowded with AMEX card holders, that the terminals are almost respite.
But lounges aside - T
It is always interesting to hear people say that Delta is the most expensive option - and yet people don't understand that they clearly get the revenue from those fares or they wouldn't be able to sell them.
Financial data shows that Delta does get a fare premium on a systemwide basis.
There simply is not any reason to give away large amounts of loyalty rewards when people are willing to pay for your...
It is always interesting to hear people say that Delta is the most expensive option - and yet people don't understand that they clearly get the revenue from those fares or they wouldn't be able to sell them.
Financial data shows that Delta does get a fare premium on a systemwide basis.
There simply is not any reason to give away large amounts of loyalty rewards when people are willing to pay for your product.
Other airlines will follow because they will lower their costs - but the share shift from all of the loyalty program changes will be next to nothing.
Network and product are what drives revenue now and not loyalty programs.
I am curious how much spend is driven by rational cost-benefit analysis and how much of it is driven by irrational factors. I honestly have no idea and am certain Delta put a lot of thought into these changes but wonder if there will be enough movement on the irrational side to alter profit margins.
FWIW my guess is "no" but I've been wrong before.
I think the point here, which will not be (dis)proved till '24 or really '25 when a bunch of us get downgraded after years as upper tier Medallions, is that the old SM program was incentive to ignore the fare premium DL often charges.
I often paid 15-30% more (albeit on advance purchase fares) to fly MSP-DEN trips to skip SWA. That winds down for me this winter.
And when LH starts flights...
I think the point here, which will not be (dis)proved till '24 or really '25 when a bunch of us get downgraded after years as upper tier Medallions, is that the old SM program was incentive to ignore the fare premium DL often charges.
I often paid 15-30% more (albeit on advance purchase fares) to fly MSP-DEN trips to skip SWA. That winds down for me this winter.
And when LH starts flights from MSP next year, I'll buy the cabin of service and schedule I want at the price-value point that works best for 2X Europe trips. If LH, I'll get 3% cash back on my shiny new CC. AMEX spend is plummeting as of this coming week. Well done, Delta!
I *was* willing to pay more for Delta because I got perks as a Medallion. I am *no longer* willing to pay more. See how that works?
Tim: You are wrong. SM Members are willing to pay more for tickets because they will requalify for the current or next level. Also, are You a SM member? What level?
I have a 20*** SM number. Been at it awhile.
and the issue still remains that the SM pool is a whole lot bigger than a lot of people believe which is why DL can downgrade a whole lot of elites and still have plenty left.
Ur so Kool Timmy.
Still didn't answer me what level are You currently? Diamond? Or are You a lifetime Silver or something? I genuinely want to know. Helps me understand how big of a grain of salt to take when reading You. If Your "long in the tooth" on Your road warrior days, then I think You need to get back out there and see what's really going on off paper and investor relations...
Ur so Kool Timmy.
Still didn't answer me what level are You currently? Diamond? Or are You a lifetime Silver or something? I genuinely want to know. Helps me understand how big of a grain of salt to take when reading You. If Your "long in the tooth" on Your road warrior days, then I think You need to get back out there and see what's really going on off paper and investor relations packets.
Oh, and DL can millions of SM members that fly twice a year and who cares. Those aren't as valuable to them as the ones like me that me that actually fly and spend like the example of a new Diamond Member.
Delta is an utterly helpless program, run by sky-mobsters. They systematically track down anything of real value, and eliminate it. Forget about it.
DL is telling you they only want to give benefits to those flyers or more precisely cc holders that generate them a material profit. The road warrior traveling 48 weeks a year isn't worth much to any airline, at least anymore, unless all of their travel is paid premium (particularly International) and sizable cc spend. The exception might be Southwest.
Reminds me of the book - Animal Farm.
"All animals are equal but some animals are more equal than others"
I feel that the road warriors will be fine. If you travel 48 weeks a year, even on economy it should get you to at least Platinum if not all the way to diamond, without any additional Amex spend.
I travel much much less than that and end up somewhere between silver and gold in the new system.
Yeah I think if you’re flying 48 weeks a year you’ll be fine and earn status
As a regular flier, the only compelling reason to fly Delta is that they are the best of a bad bunch as far as US airlines go. Their rewards program is no longer an enticement and I suspect it will have negative consequences in the long term.
I’ve been a Delta Sky Miles member for what seems like 40 years, but from whenever they started the program. I’m a Gold member now, was a Platinum(never a big deal for me) I don’t travel nearly as much as I used to and I use the Delta American Express credit card religiously. Even though there are “supposedly” upgrades to first class and some other perks. I have never been able to get an upgrade,...
I’ve been a Delta Sky Miles member for what seems like 40 years, but from whenever they started the program. I’m a Gold member now, was a Platinum(never a big deal for me) I don’t travel nearly as much as I used to and I use the Delta American Express credit card religiously. Even though there are “supposedly” upgrades to first class and some other perks. I have never been able to get an upgrade, or use a sky club lounge because I was turned away at the lounges and told me I didn’t qualify to use the lounge, so I use my lifetime membership at American Airlines instead, so I’m not really sure what I get for the extra money I pay for the Delta American Express card, other than the free companion pass each year and that’s about it. All the rest of this is worthless to me, but I do find it somewhat insulting that they disregard us as a group, so if they have no loyalty to us, why have loyalty to them? I need to fly for business to Lexington, Kentucky and what used to be a $400 flight is now a $900 flight now I know we’ve had some inflation but the doubling of the airfare in three years seems to be a bit much. So I turn back to American Airlines (under $500) who has never failed to disappoint me. At least I know not to expect much from them, other than the use of my Lifetime Club membership. At least they aren’t U(seless) Air.
Due to a flight cancellation from Amsterdam to Atlanta I was rebooked on American. WOW, the plane was nice (newer), food and entertainment was top notch with Disney and Hulu (i believe)...actually I found AA food to be better than Delta one's food. Don't even get me started on Delta ones pretzel or their slimy chicken.
Delta is doing most of you a huge favor. Their miles are worth almost nothing, and you will get a way better return on your spend either with cash back cards or a Chase Sapphire Reserve, Capital One Venture X, Amex Platinum (non Delta) but most importantly if you are flying internationally Delta is just not that great. If you fly less and spend smarter you can buy premium tickets and will never miss “status”....
Delta is doing most of you a huge favor. Their miles are worth almost nothing, and you will get a way better return on your spend either with cash back cards or a Chase Sapphire Reserve, Capital One Venture X, Amex Platinum (non Delta) but most importantly if you are flying internationally Delta is just not that great. If you fly less and spend smarter you can buy premium tickets and will never miss “status”. Embrace being a free agent and discover the diversity again of flying airlines who do things differently.
Total. Insult. To elite delta travelers.
Insane to think any FF member would feel good about this.
My Amex Delta card is now worthless and I’m lifetime Gold on AA so I’ll take my business to AA.
I have made some changes in my life where I know longer need to fly anywhere- It's been a wonderful experience exploring everything my region has to offer. If I had my druthers, I will never flying again. It's now a miserable experience.
Endlos, I totally agree. I'm not going to be a financial serf anymore to Delta, or any other airline. I'm a hub captive in DFW and I've been a Diamond since 2017, when I brought my business from AAnother AAirline that lost it the old-fashioned way. Yes, it meant connecting nearly everywhere I went, but up until this year in particular, I could justify it with the better service I experienced with DL. This year,...
Endlos, I totally agree. I'm not going to be a financial serf anymore to Delta, or any other airline. I'm a hub captive in DFW and I've been a Diamond since 2017, when I brought my business from AAnother AAirline that lost it the old-fashioned way. Yes, it meant connecting nearly everywhere I went, but up until this year in particular, I could justify it with the better service I experienced with DL. This year, they returned this loyalty with numerous 12+ hour delays ("We ran out of hotels! You're on your own!" - said by an ATL gate agent at 2 AM this past April), involuntary denied boarding on a D1 paid ticket, and now this SkyMiles shenanigans. Going forward, I'm voting with my feet and wallet and that's with every trip. Those cards you mentioned are valid options, and so are the cash-back cards. I'm immediately stopping spending on my AMEX DL Reserve and will keep it open only long enough to get (and redeem) the FC BOGO or see if AMEX will step in and lessen the pain of the devaluation of this card's benefits - but that's weeks, not months. I foresee a downgrade to a lesser card.
I agree that cash-back cards can be interesting too. As it's great to have money available to just book a ticket.
Primarily fly international so not that bound to any of the US carriers. Accordingly I tend to credit to international programs. Delta's frequent flyer program was never great but United gutted theirs as well so it takes some research to identify which international programs work out better for earnings.
Airlines like BA, KLM, AF...
I agree that cash-back cards can be interesting too. As it's great to have money available to just book a ticket.
Primarily fly international so not that bound to any of the US carriers. Accordingly I tend to credit to international programs. Delta's frequent flyer program was never great but United gutted theirs as well so it takes some research to identify which international programs work out better for earnings.
Airlines like BA, KLM, AF have been adding flights to more US cities so I've been able to in most cases not fly a US airline from the US. Or if then only to do a short haul positioning flight to a different airport.
If I was a primarily US domestic traveller I'd be taking a close look at both JetBlue and Alaska's status match offer. But since I buy almost only premium tickets status has very little value to me.
As Diamond member for the first time In last 10 years, I only made Diamond status with segments AND dollars. No credit card involved. Now it will be impossible to make status flying 140 segments with the 75% increase in dollar amount. Shame on delta!
Skymiles never appealed to me for a variety of reasons; not many flights out of the bay area, few partners and very poor redemption rates.
When I did fly Delta the experience was a bit better than AA and basically on par with United. I do find skyclubs to be nicer than United clubs and this change might actually benefit me if skyclubs are less crowded. But if I was a loyal flyer I'd...
Skymiles never appealed to me for a variety of reasons; not many flights out of the bay area, few partners and very poor redemption rates.
When I did fly Delta the experience was a bit better than AA and basically on par with United. I do find skyclubs to be nicer than United clubs and this change might actually benefit me if skyclubs are less crowded. But if I was a loyal flyer I'd be pissed and would definitely look to move my business elsewhere. As the changes don't occur until 2025 maybe they will come to their senses.
The only thing they could have done worse with the roll out of this new program would have been if they hired Dylan Mulvaney to break the news to customers.
I honestly would love to know who gave feedback that the old Skymiles program (current actually) is too difficult to understand. It was straightforward and simple. I highly doubt it was tough for anyone to understand.
None are realistic for many reasons, such as the number of flights or the amount spent on the cobranded credit card, etc.
The redesigned SkyMiles program from Delta makes elite status more complicated while ignoring members' concerns and reducing loyalty incentives. An unimpressive shift.
Before I point out the obvious in their thinking. I would be interested to hear Ben & others thoughts on why you can't just switch to another Skyteam FF program where it is easier to earn status that way which you then use when you fly on Delta. I haven't seen this mentioned or suggested anywhere?
Meanwhile, what planet are they on if they think the average bottom tier flier is going to consistently...
Before I point out the obvious in their thinking. I would be interested to hear Ben & others thoughts on why you can't just switch to another Skyteam FF program where it is easier to earn status that way which you then use when you fly on Delta. I haven't seen this mentioned or suggested anywhere?
Meanwhile, what planet are they on if they think the average bottom tier flier is going to consistently spend $3k a month on their card. Many premium cards don't even require this much spend to earn their sign up bonus. Maybe it's because I'm single but I could spend $50 a day on eating out every single day and only be halfway there. Add in gas etc and I'd still not be close. It's highly unlikely you'd be putting rent on your card. Add in the fact that if you can afford to spend $36k a year on a card you can probably afford to travel premium which would include most the perks offered by elite status anyway.
What Delta fails to realize is that by making status attainable, that’s what drives loyalty. Spending more to get less doesn’t work. Achieving Diamond and having someone thank me makes me come back to Delta 100% of the time when I have the choice. Flying is grim, plain and simple. Delta was expensive, but best in class. Now you’ve given me the opportunity to seek a better offer and better treatment. It’s sad. I was the poster child for Delta loyalty. Was.
Allow customers to purchase points at a discounted price in advance in lump sum, such as 60 to 100,000 at discounted rate to keep customers glued to the airline
You either win on loyalty or you compete on price. Delta is already the most expensive carrier on most routes and people could justify spending more based on the perks. If the perks don't make sense, why spend more on Delta. If I have to spend 10s of thousands more to be a Silver on Delta, it makes insanely more sense to throw that money at some card that rewards me more. I just don't...
You either win on loyalty or you compete on price. Delta is already the most expensive carrier on most routes and people could justify spending more based on the perks. If the perks don't make sense, why spend more on Delta. If I have to spend 10s of thousands more to be a Silver on Delta, it makes insanely more sense to throw that money at some card that rewards me more. I just don't see how Delta wins in this scenario and I truly expect engagement to go DOWN because of the Herculean efforts one will need for status. If their goal was to make the lounges easier to access - separate that perk entirely and charge for it as opposed to threatening the entire loyalty program. What they did is counterproductive - good for the short term investor boost, bad for long term profitability as people have choices... CHEAPER choices. As an investor, it reeks horribly of short term thinking for a substantially small portion of their audience.
Totally agree with you. We are based in Atlanta so has made sense to be loyal to Delta to maintain my husband's Diamond Medallion status last few years. There have been several cases where the Delta flight has been more expensive, but we just booked it anyway as we were trying to keep status and needed those extra MQDs (particularly last year when they did their first big MQD jump). But now it is ridiculous...
Totally agree with you. We are based in Atlanta so has made sense to be loyal to Delta to maintain my husband's Diamond Medallion status last few years. There have been several cases where the Delta flight has been more expensive, but we just booked it anyway as we were trying to keep status and needed those extra MQDs (particularly last year when they did their first big MQD jump). But now it is ridiculous - no reason to pay up to fly Delta (particularly on international travel as the Delta product is generally worse) as they have made it impossible to reach Diamond. And Btw we have also noticed that hotels and cars booked through Delta are almost always more expensive than rates we can find elsewhere (we have done ot a few times but never again)! We are a family of 4 and spend a lot on Delta each year - think Delta is going to see many of their customers spend a lot less rather than more on Delta. We have well over a million miles to spend and will just use all our miles to buy up on flights after our status expires after next year.
As a weekly flyer, who has valued Delta as an airline and my status in particular, the 75% bump to reach diamond has undone both my loyalty and my interest in maintaining my status in the future. I typically reach diamond by the third quarter but, under the new level, would have to spend $4500 a month through the last quarter to have a chance to get there. It is no longer an elite program...
As a weekly flyer, who has valued Delta as an airline and my status in particular, the 75% bump to reach diamond has undone both my loyalty and my interest in maintaining my status in the future. I typically reach diamond by the third quarter but, under the new level, would have to spend $4500 a month through the last quarter to have a chance to get there. It is no longer an elite program for frequent flyers but an elitist program for big spenders. If other airlines are paying attention, the perfect marketing move would be to offer to match status for a year, or even two. Roll this out third quarter 2024, since most people have made their status for next year, and you would have my business. The switch would be an easy choice. Poor choice Delta. Hope your snobbery works for you.
I've never understood the appeal of chasing elite status on any airline. It is unlikely that your benefits will ever exceed your costs. I can understand the appeal if you have a middle-income job that requires significant travel (paid for by your employer). There is then no real cost to you to achieve the status, and since you presumably can only afford to buy economy for your personal travel, even moderate upgrade prospects (among other...
I've never understood the appeal of chasing elite status on any airline. It is unlikely that your benefits will ever exceed your costs. I can understand the appeal if you have a middle-income job that requires significant travel (paid for by your employer). There is then no real cost to you to achieve the status, and since you presumably can only afford to buy economy for your personal travel, even moderate upgrade prospects (among other benefits) are better than nothing.
But for everyone else, if you can afford economy, buy economy; if you can afford first/business, buy first/business. Or load up on transferrable points by playing the CC welcome-bonus game.
I've already canceled my expensive American Express Delta business card an intend to seek flights on other airlines
You know it's completely understandable that they need to produce the number of elite flyers and they also need to reduce the number of sky club members. However this is a very drastic way to do so. It would have been much better if they took some incremental steps including possibly increasing the cost of the card. The article rightly points out that if you have the kind of money to spend on these things...
You know it's completely understandable that they need to produce the number of elite flyers and they also need to reduce the number of sky club members. However this is a very drastic way to do so. It would have been much better if they took some incremental steps including possibly increasing the cost of the card. The article rightly points out that if you have the kind of money to spend on these things you're not going to be very worried about status. My biggest thing as a card user is that I love the sky club I'm likely going to drop the card and just get a paid membership.
I'm a Delta apologist - and have been 100% loyal to them for a decade. Almost 2MM, never less than platinum. Often did mileage runs, or whatever it took to maintain it.
They gave me the middle finger with these changes, with no concern at all. They are showing what they think of loyal customers: we aren't worth that much.
The worst part is, even if I'm not elite, I'm not going anywhere. I'm...
I'm a Delta apologist - and have been 100% loyal to them for a decade. Almost 2MM, never less than platinum. Often did mileage runs, or whatever it took to maintain it.
They gave me the middle finger with these changes, with no concern at all. They are showing what they think of loyal customers: we aren't worth that much.
The worst part is, even if I'm not elite, I'm not going anywhere. I'm not flying another airline - so now I'll just be there, knowing I don't matter to them at all.
I hear You and feel what Your saying totally. Just hope that You can try to find routes/situations where another airline/travel mode can get You to where Your going. "It" all adds up, they will eventually HAVE to notice.
Very well said....and very sad indeed
To me, it just looks like Delta has looked at the number of 'elites' that they now have and are realizing under the truism of "if everybody's special then nobody's special" that they need to re-adjust their thresholds to make them truly 'elite' again. There are no doubt people who still easily meet the new stricter thresholds who will appreciate feeling more 'elite' again as they no longer have to compete for delta's resources (upgrades,...
To me, it just looks like Delta has looked at the number of 'elites' that they now have and are realizing under the truism of "if everybody's special then nobody's special" that they need to re-adjust their thresholds to make them truly 'elite' again. There are no doubt people who still easily meet the new stricter thresholds who will appreciate feeling more 'elite' again as they no longer have to compete for delta's resources (upgrades, lounges, etc) with people who achieved the same elite status with less spend. Conversely there are people who felt special (err... elite) based on the previously lower elite standards that now have a blow to their ego and loss of privileges. There's no universal rule that X amount of spend should amount to Y status - it's a sliding and evolving scale. Delta is just effectively saying too many people achieved elite status so we need to move the bar to make elites 'elite' again in the context of social engineering their most valuable customers to maximize profits. It's not nefarious or stupid - it's just the business decision their analysts and algorithms have established.
Have no issue with them wanting to make their elites feel more elite - they should. However they open themselves to massive levels of competition now as the people who flew Delta for the perks start shopping purely on price - a scenario where Delta loses. So from an elite perspective, definite win. From a loyalty securing long term revenue - it will be a loss. Just a matter of how deep that loss will...
Have no issue with them wanting to make their elites feel more elite - they should. However they open themselves to massive levels of competition now as the people who flew Delta for the perks start shopping purely on price - a scenario where Delta loses. So from an elite perspective, definite win. From a loyalty securing long term revenue - it will be a loss. Just a matter of how deep that loss will be since we really won't know until 2025 - though with the 2024 weening off period we have a year to see how steep the compete will have to be. What I do know is that for my very frequent business travel, Delta will likely lose much of that money to other airlines as I build up on their loyalty tiers so that when I do leisure travel I have perks there.
I'm struggling to see where you get any value to even bother trying to get silver based on the example Ben gave. You may as well just buy premium and you get the perks such as extra baggage, priority boarding etc included and won't be playing the I might get an upgrade if I'm lucky game. If you're flying international J you'll get lounge access too, if not plenty of cards offer access to other...
I'm struggling to see where you get any value to even bother trying to get silver based on the example Ben gave. You may as well just buy premium and you get the perks such as extra baggage, priority boarding etc included and won't be playing the I might get an upgrade if I'm lucky game. If you're flying international J you'll get lounge access too, if not plenty of cards offer access to other lounges. I'm also not sure what stops people going to another Skyteam FF program and earning the same level of status with lower requirements, nothing that I can see.
Just got lured into changing my gold AMEX card to platinum, advertising among other perks access to Sky lounge (for a fee), only to take away the lounge access before I even received the new cards. Done with Delta!
I'm so angry with Delta. I have a business RESERVE card and a personal RESERVE card. In past years I've spent over $250,000 each year on my business card which put me into DIAMOND status. I've used the RESERVE cards for entry into the sky club.
I have to question if the annual $550 card fee is worth it, especially with two cards. These changes have essentially made it impossible to retain DIAMOND status....
I'm so angry with Delta. I have a business RESERVE card and a personal RESERVE card. In past years I've spent over $250,000 each year on my business card which put me into DIAMOND status. I've used the RESERVE cards for entry into the sky club.
I have to question if the annual $550 card fee is worth it, especially with two cards. These changes have essentially made it impossible to retain DIAMOND status. When my DIAMOND status leaves so does my loyalty.
I'm very bitter at Delta.
Ben, you've promoted (and received handsome remuneration for) the Delta credit cards over the years on your site. I love your content and I appreciate the need to monetize your work, but to push affiliate links while also decrying the program and cards as horrible seems incredibly hypocritical. How does Delta even allow affiliates to write a post like this?
You SERIOUSLY need help with understanding why something that just took an abrupt and radical turn, from the way it'd been structured for years before, might elicit a change in perspective by those who analyze it?
There's no change in perspective, though. Everyone already knew delta cards/SkyMiles were a terrible value, and they're just dialing up the knob here. My comment stands even prior to this latest of Delta's many devaluations. Ben puts on the "you should jump on this limited-time opportunity" face when it suits him, and then trash talks the very same program in other posts (and he does this for more than just Delta).
Keep climbing.
LOL Hypertext. Seriously? Do You understand how Co-Brands even work? Delta or any other "brand" has zilch to do with how Ben is compensated. It all comes from the issuer aka Bank. So technically Amex would be the one "allowing" or not allowing Ben to speak his mind/use his 1st amendment/Freedom of Speech to talk to HIS audience here. Amex has PLENTY of other cards to push and I'm sure they would be elated to...
LOL Hypertext. Seriously? Do You understand how Co-Brands even work? Delta or any other "brand" has zilch to do with how Ben is compensated. It all comes from the issuer aka Bank. So technically Amex would be the one "allowing" or not allowing Ben to speak his mind/use his 1st amendment/Freedom of Speech to talk to HIS audience here. Amex has PLENTY of other cards to push and I'm sure they would be elated to have someone ditch a CoBrand card and get a Platinum Card (where they get to keep 100% of the AF and they don't need to pay 4% of the transaction to the co-brand partner every swipe).
Ben is right in speaking up and saying that the CURRENT value proposition is not there. Also, of You've ever been a reader of his blog, he is honest and open THROUGHOUT the "lifecycle" of a particcard
Continued response to Hypertext: I meant to say "life cycle" of a particular card. He tells us when a new card has a good value proposition for the AF vs welcome bonus, when the regular earnings make sense and who they might not make sense for, and bonus opportunities throughout the "life" of having a card in your wallet.
There have been numerous times where I used his advice along with my OWN BRAIN...
Continued response to Hypertext: I meant to say "life cycle" of a particular card. He tells us when a new card has a good value proposition for the AF vs welcome bonus, when the regular earnings make sense and who they might not make sense for, and bonus opportunities throughout the "life" of having a card in your wallet.
There have been numerous times where I used his advice along with my OWN BRAIN to make an adult decision. There have been times where I took the information he presented and decided it didn't apply to me and my situation, and there have been times where I learned/heard something from him and continued researching the topic before making a decision for myself and my household.
You place alot of blame/pressure/onus on Ben in this situation and I (amongst others evidently) reject the notion that it's hypocritical of Ben to do what he has always done: Present the facts and his opinions along with any opportunities in the travel/miles/points space.
Gimme a break and be an adult and take accountability for Your own life decisions.
Firstly, I am certain Delta has a say regarding the editorial rules for affiliates promoting their co-branded cards, it's not just Amex calling the shots.
I think you misunderstand my point. Nothing you say about lifecycle of the card or using one's brain seems particularly relevant to what I said. I'm simply surprised that their affiliate contract apparently allows publishing such a negative (entirely accurate) take on the cards and the associated loyalty program. If...
Firstly, I am certain Delta has a say regarding the editorial rules for affiliates promoting their co-branded cards, it's not just Amex calling the shots.
I think you misunderstand my point. Nothing you say about lifecycle of the card or using one's brain seems particularly relevant to what I said. I'm simply surprised that their affiliate contract apparently allows publishing such a negative (entirely accurate) take on the cards and the associated loyalty program. If I were Delta I wouldn't be paying Ben to sell my cards, lol.
And to clarify what I said about hypocrisy - Ben's posts promoting the cards talk about the benefits and value you can find, omitting sentences that might impact clickthrough rates. Certainly reads like Delta-approved text compared to what we see here.
I suspect the editorial control ends with the specific post promoting the card, and not extend to other posts on the very same blog...
Sounding a lot like the airline version of New Coke.
I have been a diamond for the last 12 years and have enjoyed the benefits, but to raise the threshold to 35,000 its going to be very difficult to achieve and I fly every week. My avg ticket is going to have to be 700 a week. Cannot fly first class Company policy. Not sure if delta thought about loyal customers like me. May have to rethink my plans for 2025. Got diamond for 2024.
I downgraded my AmEx Delta platinum card the day they announced this change. While I admittedly don't fly often enough to ever even get close to one of the top tier statues, I did enjoy the perk of being able to use the skymiles lounge.
This is actually the 2nd time I've downgraded my card in a year... the first was when they removed access as a perk last year.... they gave it back...
I downgraded my AmEx Delta platinum card the day they announced this change. While I admittedly don't fly often enough to ever even get close to one of the top tier statues, I did enjoy the perk of being able to use the skymiles lounge.
This is actually the 2nd time I've downgraded my card in a year... the first was when they removed access as a perk last year.... they gave it back (with a per visit fee) a few weeks later.
I'm done playing these games... I'm not a millionaire or business traveler who can afford a $230 annual fee on my credit card with ZERO perks.
I downgraded to gold which, while it has a $99 annual fee, they give you a yearly $100 travel credit so I consider it a wash.
Never have I been more frustrated with an airline.
Their D1 product is weak. Their wines taste like they were bought at a CVS sale. They are even to embarrassed to list them on their menu. Some of us notice these details. Couple that with a non refurbished cabin on one of their many old B767-300 battleships, and the experience is substandard. I don't understand the arrogance displayed by management referring to Delta as "a beloved brand".
Once again, big business making things more difficult and not offer any additional benefit for the trouble. I am most likely going back to American Airlines as a result of this policy change
It's pretty obvious that Dwight James, the SVP of Customer Engagement & Loyalty and CEO of Delta Vacations, and his team are taking Skymiles Medallion members for granted. He and his team believe that increasing the dollars spent requirement with Delta will make members willing to spend more money with Delta, especially by spending more by booking exclusively with Delta for car rentals and hotel room, and vacations with Delta Vacations. There are those who...
It's pretty obvious that Dwight James, the SVP of Customer Engagement & Loyalty and CEO of Delta Vacations, and his team are taking Skymiles Medallion members for granted. He and his team believe that increasing the dollars spent requirement with Delta will make members willing to spend more money with Delta, especially by spending more by booking exclusively with Delta for car rentals and hotel room, and vacations with Delta Vacations. There are those who will stay loyal to Delta regardless of what Delta does. Unfortunately, that will not be the case for this customer/Medallion member. Average fares are already more than other airlines, and forget about trying to redeem miles for Delta One.
If I am being honest I will definitely fly delta less. I typically fly 50 to 60 roundtrips a year. Ill just move that business to United. They gutted it and definitely no benefits. Ill also cxl my credit card.
Delta will be perfectly fine without you. People stay with Delta because of so many other factors. Delta consistently rates higher than other carriers in the US. There’s no question who I fly, Delta. For so many reasons.
So, what are your reasons then? Delta hub?
You can fly Delta, sure. But please cancel any Delta credit card(s) and stop crediting delta flights to SkyMiles, if you do either of those terrible things.
Every time Delta rolls out a change that adversely impacts customers, there's a bunch of whining online and yet somehow Delta announces record ridership and earnings the following quarter. Is this time actually going to be different? Looking forward to their next call Oct 12 to see the preliminary impact and then the Q1 2024 call.
We really won't see any major change for some time well into 2024 with the major impact being in 2025.
I have experienced the issue of CEO's, executives, board members NOT understanding the value and contribution of Marketing to the continued success and growth of a company; i.e.run by bean-counters and people who are more interested in self advancement (wealth) than that of continued sucess of the company.
FOr Delta, publicize the names of these executives who are going about trashing the company. There is going to be chaos in the next travel industry...
I have experienced the issue of CEO's, executives, board members NOT understanding the value and contribution of Marketing to the continued success and growth of a company; i.e.run by bean-counters and people who are more interested in self advancement (wealth) than that of continued sucess of the company.
FOr Delta, publicize the names of these executives who are going about trashing the company. There is going to be chaos in the next travel industry downturn and companies like American and Delta are going to learn the hard lesson of lack of loyalty to take them through the tough times.
Also time to remove the protectionism for domestic air travel (i.e.allow foreign carriers to fly transcon, Hawaii flights ). Thisi for the benefit and comfort of the flying public than the crap we get today.
Oh, for the days 30+ years ago when "getting there" was just as exciting as the destination.
Given the overwhelming number of comments mentioning how Delta expects their current customer base to remain loyal to the airline but shows no sign of exhibiting loyalty to them in return, it occurred to me the airline might want to change its name to Trump Airlines.
Sorry for the political reference but I just couldn't resist:-)
Delta team! Just because you can doesn't mean you should.
Agree here! As a FF with 3.4 million miles on Delta, 30+ years of loyalty and multiple years of Diamond status, I find these changes insulting and all about $. Boosting Diamond states by $15,000 a year is ludicrous. I did not ask for nor desire for a more simpler FF program. They are telling us what they hope we buy into. No Delta is not doing us any favors this time. I hope they come to their senses.
Why would I ever think of Delta when looking for hotel. It’s just matter of time before hotels cancel this since they want the relationship with their guests. Delta thinks the can sever that, but it will not work when hotels will cancel relationship with booking.com. Same as southwest and OTA. Same goes for car rentals. Their is no long term benefit. Then eventually Amex will cancel Delta or reduce details details because their find...
Why would I ever think of Delta when looking for hotel. It’s just matter of time before hotels cancel this since they want the relationship with their guests. Delta thinks the can sever that, but it will not work when hotels will cancel relationship with booking.com. Same as southwest and OTA. Same goes for car rentals. Their is no long term benefit. Then eventually Amex will cancel Delta or reduce details details because their find out that internationally they are better off having multiple carriers in their program globally and not Delta. It brings in more money to Amex. It’s just a matter of time.
I really enjoyed the analysis of those 3 elite examples Delta gave us.
These changes should result in less crowded lounges. And probably fewer elites… and fewer credit card holders … and fewer customers in planes ….
And the Annual Greed & Arrogance achievement award for 2023 goes honorably to the good folks at Delta
Congratulations!!
Ever since they made the announcement, I've received atleast 1 EM a day, giving their virtues and how valued a customer I am.
Nope, too late.
Flew to JFK yesterday and they were almost all over themselves to help out.
This year is the first year I have flown Delta and earned status (Gold) and I find it amusing that everyone is missing the most basic point...there are too many people with status!
Just take a look at the First class/Comfort+ Upgrade list before every flight, honestly there shouldn't be 65+ people on those lists each flight, thats just plain too many
When 2/3 of the plane boards with "Sky priority" that's too many
Honestly...
This year is the first year I have flown Delta and earned status (Gold) and I find it amusing that everyone is missing the most basic point...there are too many people with status!
Just take a look at the First class/Comfort+ Upgrade list before every flight, honestly there shouldn't be 65+ people on those lists each flight, thats just plain too many
When 2/3 of the plane boards with "Sky priority" that's too many
Honestly there are too many of you/us and that's why Delta can't explain the changes. The reason is obvious and I expect the Plan is to kick a ton people out in 2024/2025 and then re-boot it afterwards when the Status folks are at more manageable levels
Thats how I see it and its surprising so many do not
It's just a prioritized list. 95% of those people stand absolutely no chance for an upgrade because Delta is selling most of their higher tier seats before the flight.
I'm a current Diamond and have been for 5 years. I kissed Delta goodbye last summer when I attempted to fly my girlfriend from JFK to CDG to meet me while I was on a business trip. Delta One was 375,000 Skymiles, one way. Or to use a GUC I had to buy a $2,900 Premium Select seat first. So I called UAL, bought an $800 main cabin seat, threw 40 Plus Points (from the...
I'm a current Diamond and have been for 5 years. I kissed Delta goodbye last summer when I attempted to fly my girlfriend from JFK to CDG to meet me while I was on a business trip. Delta One was 375,000 Skymiles, one way. Or to use a GUC I had to buy a $2,900 Premium Select seat first. So I called UAL, bought an $800 main cabin seat, threw 40 Plus Points (from the 280 they give me yearly) and she rode Polaris from EWR. I mean, really Delta? I'll be Platinum by accident next year as I took a $8,200 one way JFK - BER Detla One in August because I had to be there for a critical meeting. The equipment was a clapped-out 767 with a 20 year old cabin, my seat says torn, the screen was broken and the service blew. Delta ought to be ashamed - UAL all the way. I have club access, over 700 Plus Points banked, and none of the arrogance.
So Delta blew it and, with their Delta-specific arrogance, they are not going to reverse course immediately. Salvation might come for them in the shape of other financial perks such as having the Delta Amex credit cards offer low-rate balance transfers, but that is not in their power as it belongs to decisions pertaining to Amex, not to Delta, and Amex doesn't do balance transfers.
Again, what are American and United waiting for before they...
So Delta blew it and, with their Delta-specific arrogance, they are not going to reverse course immediately. Salvation might come for them in the shape of other financial perks such as having the Delta Amex credit cards offer low-rate balance transfers, but that is not in their power as it belongs to decisions pertaining to Amex, not to Delta, and Amex doesn't do balance transfers.
Again, what are American and United waiting for before they offer Delta-targeted status matches?
Alaska already is, and it's an INSANE offer. Match for Match with ZERO spend. All the way up the ladder to OneWorld Emerald too. I wonder if that has AA "covered" as it hurts DL where they are trying so hard on West Coast and Alaska Members already get so much on AA through the partnership and OW membership. I think AA will wait to do anything until the new year or even March 1st when their calendar resets for the earning year.
I boarded one of my Delta flights this past week out of Indy and the gate agent was next to a pop up banner that told us all how much they valued our business. There was a basket of suckers being handed out and super cheap Delta branded backpacks. I took it literal as you all are "suckers" for continuing to fly us and this is a reminder. I declined the backpack as I told her it would be awkward to wear that when I board my next United flight.
I have close to 4 million miles with Delta’s Sky miles. I have been a loyal Delta customer for 40 years. In that time… every time they say they’re improving the program… they actually devalue it. I’ve been a Diamond since they started that tier.
I am disappointed with Delta. It appears it all boils down to greed. I find it incomprehensible how they say they consulted customers. And expect people to believe them.
I have close to 4 million miles with Delta’s Sky miles. I have been a loyal Delta customer for 40 years. In that time… every time they say they’re improving the program… they actually devalue it. I’ve been a Diamond since they started that tier.
I am disappointed with Delta. It appears it all boils down to greed. I find it incomprehensible how they say they consulted customers. And expect people to believe them.
I fly minimum 6 times a year to Singapore from the US in business class. In the future I will use Singapore Airlines or another carrier other then Delta.
They are counting on customers finding it “too uncomfortable” to switch. This stickiness is being put to the test. Are we going to stop spending on their credit cards, cancel and stop flying them? Or are we way to cozy and comfortable that will fall back on what’s familiar, delta!
I started earlier this year diversifying my travel, after 2MM and also Diamond since the tier was introduced and I couldn’t be happier! These...
They are counting on customers finding it “too uncomfortable” to switch. This stickiness is being put to the test. Are we going to stop spending on their credit cards, cancel and stop flying them? Or are we way to cozy and comfortable that will fall back on what’s familiar, delta!
I started earlier this year diversifying my travel, after 2MM and also Diamond since the tier was introduced and I couldn’t be happier! These changes have just pushed me to stop spending, plan on cancelling the cards and avoid them domestically.
With 4 million points you may consider withholding your cash go forward and "simplify" your risk and pay only with miles, before their value decreases again.
Ummmmmm.....Shoodawg......you know he meant he is a 4 Million Miler, not that he has 4mil SkyMiles currently in the bank......right???
I'm sure they consulted customers - the elite customers who are complaining about the SkyClubs being too full. Everyone else would have told them to "sit and spin", but those super elite customers are likely very vocal - especially at the executive levels.
Question will be whether or not their spend will make up for what they will lose.
Before worrying about loyalty and earnings with the Co-Branded AMEX - let us look at the basis for the existence of an airline: SERVICE. Delta has gone way downhill post pandemic and your recent post about them not being PREMIUM any more is spot on.
They ARE insulting our intelligence and losing loyalty. Even American is now an option for me to consider after having avoided them for DECADES.
An interesting article on this would be how soon DL might see changes in credit card holder totals, any changes in credit spend, and what kind of acknowledgment there will be, especially with an earnings call next month.
I'm getting much clearer on what "Dunn with Delta" means!
Delta has managed to turn their loyality program into a disloyalty program providing only the most frequent flyers retaining status.
For loyal less frequent flyers there is little point remaining loyal to Delta. For a member for over 20 years that’s sad.
Ditching Amex sky miles card , not worth it
Another laughable aspect of their examples are the Delta Vacations/Hotels/Cars, especially for folks that 1) are traveling OPM and aren't allowed to use such channels, or 2) frequent travelers such that they have hotel status and know that they don't get their benefits on 3rd party bookings. DL either doesn't really know a decent chunk of their customers, or they just don't care and are trying to bump up that side of the business.
They are clueless! whomever the genius who came up with this idea and all the execs who approved it are completely disconnected! Why would anyone book their vacations, hotels or rental car through an airline is beyond me! Someone, eventually, is gonna get fired Igor this!
I am a United 1k member. My midsized airport basically is equal between the three major airlines in schedules, each basically goes to all the hubs but not much else. I truly have three viable options with little separation between them. However the more I read of the disaster at Delta, the more I am happy to still be on United. I never buy first class. I don’t spend a ton on my United card....
I am a United 1k member. My midsized airport basically is equal between the three major airlines in schedules, each basically goes to all the hubs but not much else. I truly have three viable options with little separation between them. However the more I read of the disaster at Delta, the more I am happy to still be on United. I never buy first class. I don’t spend a ton on my United card. I earn all my status the old fashioned way of BIS flights. Well over 100 per year. I also use my United clib membership a ton. If I was on Delta i would be demoted to platinum and it sounds like I would have limited lounge access.
The only thing that made me look into Delta is the fact that my home airport does have a SkyClub but then I found that it would cost me $200 to take my family for a single visit. No thanks, Delta
But... but... Tom Brady!
Not sure if anyone else commented on this (as your site doesn’t really display comments easily), but my big gripe with Delta is literally the $0.01 value of their miles. So even spending and flying big fails to get you an award ticket you can use. Last night I booked a $2,358 round trip LAX/ATL First Class ticket for next week. For sh*ts and giggles I clicked on the “Miles” cost, which came in at...
Not sure if anyone else commented on this (as your site doesn’t really display comments easily), but my big gripe with Delta is literally the $0.01 value of their miles. So even spending and flying big fails to get you an award ticket you can use. Last night I booked a $2,358 round trip LAX/ATL First Class ticket for next week. For sh*ts and giggles I clicked on the “Miles” cost, which came in at 250,000. I am currently Silver. I also checked every flight out of curiosity to see how full First was booked. Almost every flight was only half sold - so about 10 seats per flight w/ around 8 or 9 non-stop flights. Ridiculous. What value does SkyMiles really have? Might as well use AMEX and roll miles into DL if ever there is a reasonable award seat available.
I will be booking a 2024 trip by end of year..with skymiles..and then promptly cancel my Delta Amex and exclusively use my Hilton Amex!
I have stopped using my Delta Reserve card.. not sure if we will keep it.. corporate arrogance and greed!
Only way we can make a difference is by stopping all spending on their cards and even cancelling them if/when we can.
I also stopped all auto pay & charges on the Reserve. Keeping it for now since mine renewed in July, and I need to book some award tickets before the end of the year!
MQMs will be transferred to miles, used and the. Goodbye Delta!
If your helps, you can downgrade your card at any time and they will give you a partial refund of your annual fee. I downgraded from platinum a month before I would have renewed and I saw a $21 statement credit the next day.
I highly recommend downgrading to their free blue card. No hit to your credit due to closing an account. I was able to downgrade via a text chat conversation in the Amex app.
If you don’t fly often and use cobranded credit card ,you need $6000 md’s for silver status .
That’s $20=1 MQD ie $120,000 = $6000 mqds for silver status and you can’t even buy into the club with a cop branded platinum card
I've been a loyal business traveler with decorator years, I'm currently platinum.
Under this new program I'd be lucky to get silver status. I will strongly be contemplating dropping my expensive platinum credit card and start booking with different airlines.
I expect better value for my loyalty!!!!
They are fast tracking a an end to our long time relationship with their changes!!!!!
LOL, those people who can spend 200k+ on a personal credit card per year basically fly paid domestic first (and probably international business) either outright or with purchased miles. Anyone spending that with after tax money probably isn't flying basic eco but hoping their cc spend gets them status.
Who's spending six figures to game lounge access? lol. Isn't buying lounge access outright for a year only like $600 or something? If you can afford...
LOL, those people who can spend 200k+ on a personal credit card per year basically fly paid domestic first (and probably international business) either outright or with purchased miles. Anyone spending that with after tax money probably isn't flying basic eco but hoping their cc spend gets them status.
Who's spending six figures to game lounge access? lol. Isn't buying lounge access outright for a year only like $600 or something? If you can afford to spend 200k on a credit card a year... probably either so baller that it doesn't matter which credit card they use or definitely use it on a flexible currency with amex/chase/citi/cap
Thanks for this article. I can see how this developed: "people are claiming these devaluations are making status pointless. Write some article showing how people will attain status under the new system."
In other words, a complete disconnect as they blow through the thermocline of trust.
Agree with many, good post.
Speaking only for myself, I already qualified for plat for 2024 - so I will be flying Delta next year (and hopefully getting to 1M while at it). After all, flying as DL gold and above vs. UA/AA nothing has major differences
I am planning to shift to flying whatever makes sense the following year (not because I was "wronged by Delta" - but simply because it does not...
Agree with many, good post.
Speaking only for myself, I already qualified for plat for 2024 - so I will be flying Delta next year (and hopefully getting to 1M while at it). After all, flying as DL gold and above vs. UA/AA nothing has major differences
I am planning to shift to flying whatever makes sense the following year (not because I was "wronged by Delta" - but simply because it does not make sense to chase silver anymore).
I think I am not the only one who will be milking the last year of status - so the real drop may only come in 2025 - giving DL full year to brag how members are enthusiastically embracing the new program.
Perhaps instead you might consider taking up AA/US on their offers of a status match/challenge and make the shift in 2024.
Doing so would mean you'd still benefit from your already-earned 2024 status by matching it into a new programme, and all future 2024 flying would go towards new status 2025.
It also wouldn't require you starting over with nothing anywhere in 2025.
UA*
Alaska is also offering a generous match for DL elites, btw, though their network may not suit all.
Typical corporate speak, and the examples are over the top! How many people are spending this kind of coin on a specific airline credit card? How is that the preferred credit card in someone's wallet?
This reminds me of when my bank wrote a letter starting "In order to serve you better..." and went on to explain that it would now be charging a fee if you completed more than maybe 3 transactions with the...
Typical corporate speak, and the examples are over the top! How many people are spending this kind of coin on a specific airline credit card? How is that the preferred credit card in someone's wallet?
This reminds me of when my bank wrote a letter starting "In order to serve you better..." and went on to explain that it would now be charging a fee if you completed more than maybe 3 transactions with the teller rather than the ATM machine. Even as someone who very rarely goes inside the bank and uses direct deposit and/or the ATM 99% of the time, I found that outrageous. There is no universe in which decreasing free services to the customer is a form of serving the customer better.
That said, I almost never fly Delta. I tried to once last year, but they canceled my flight and put me on a partner airline. I think my last completed Delta flight was in 2017 when I flew in Delta One to Paris...and it was mediocre at best. So they won't be losing my business since they haven't had it to begin with.
I do and it's worth it. I spend a good chunk on my airline card and hotel card because it gets me upgrades and perks that I find to be worth it. I would actually welcome Hyatt increasing the required spend to obtain Globalist because it would mean I have less Globalists to compete with for upgrades. Top status shouldn't be easy to earn.
Lol. Top status is relative. Would you consider Gold a "top" status, with a set of "top" benefits that worths spending $120k on the Delta Amex Reserve for, or $240k on the Delta Amex Platinum for? I see that argument here and there, but that's willingly ignorant of the fact Delta increased requirements across the board, from the lowly silver up, not just with Diamond. Can't keep defending greed.
What about their corporate fast track programs? When I was a management consultant Delta offered everyone at our company an easier route to status. Maybe they’re offering more lucrative corporate contracts
Delta execs are inebriated by their own slick marketing and consultants. They’ve definitely greedily overreached with last week’s simplification. Many of us will also be simplifying our approach to airline selection. Delta’s weakness is it believes it’s “the best”, and that it can do no wrong.
You can thank Tom Brady for that.
I have only flown Delta maybe 25 or 30 times but their best just isn’t better than the Best at United. People love to talk about how they have IfE screens at every seat. Something that United has been implementing for sometime. I guess if that’s important to you, fly Delta. But I like choosing my plus seats at time of booking and have accessible lounges etc.
Delta’s approach is the epitome of arrogance. They even sign Tom Brady Will doing it. Tom hasn’t been on any Delta flights in this century.
These example are so comical, it really makes you wonder if they read them to themselves.
Loyalty is, you buy the product a lot, you get rewards. Delta is basically asking for you to give them something in every aspect of your financial life. It’s a huge trade off and frankly insulting.
That said many Americans have unhealthy relationships with brands, one sided as they may be, so maybe it’ll work. Only time will tell.
Delta is an airline, not a travel agent, I am lifetime Titanium with Marriott, they think I want to book my hotels through Delta? Comical. The lines for rental cars are outrageous, I dropped my Hertz status after twice waiting longer to get my car than the flight. Now I use Turo exclusively and love it, better cars, better price and little to no waiting. I am a 1.5mm miler with Delta, I will be looking to fly other airlines now. Horrible!
Wouldn’t Brandon be traveling on Air Force 1 rather than Delta? ;-)
Delta wants all status to be earned on OPM.
Furthermore, they want all OPM flyers to book their OPM flights in higher fare classes than needed (various methods/tricks to do that on OPM)
You may spend $500 of your own money on flights, and be upset if the fare goes up $300 closer to the trip. But with OPM, youre gonna wait till it does go up $300.
Thats the behavior Delta wants.
Sort of. Right now I'd say delta doesn't have enough First Class and Comfort+ window and aisle seats to justify waiting.
I'm one of the people who makes it to $35-40k+ MQD, whose corporate travel policy is comfort + for domestic, and I know I'm missing upgrades because there are platinums with rollover and Amex waivers applying their RUCs, and the general fact that paid Comfort + doesn't convey enhanced F class upgrade priority.
I'm...
Sort of. Right now I'd say delta doesn't have enough First Class and Comfort+ window and aisle seats to justify waiting.
I'm one of the people who makes it to $35-40k+ MQD, whose corporate travel policy is comfort + for domestic, and I know I'm missing upgrades because there are platinums with rollover and Amex waivers applying their RUCs, and the general fact that paid Comfort + doesn't convey enhanced F class upgrade priority.
I'm fine with paying for whatever a sky club membership would be, but ultimately if there aren't seats available a week out I'm going to choose United with 2x the number of Economy Plus seats per plane.
There is no compelling case for the new SkyMiles program. Dump Delta completely.
I’ve been flying delta for over 40 years. Sometimes it’s more expensive but I fly it because of their service and value and comfort. I’m done. Other airlines are actually nicer these days and more appreciative of my business.
Very clearly the only beneficiary of these changes is Delta themselves and given the level of dissatisfaction amongst their most loyal customers even that hangs in the balance. It is time to find alternatives.
- Very loyal long time Delta Diamond & Million Miler
I hope some DL loyalists saying they’ll walk away from DL actually do. I was a huge SPG loyalist with top tier status and had 80%+ of my annual hotel night stays with them. When they merged with Marriott I pledged to mostly walk away. I took status matches from Hilton and Hyatt. Now Hilton has about 75% of my business, Hyatt 20% and Marriott only about 5%. We should only be as loyal to brands as they are to us!
And since then, Marriott has flourished, with its stock price reaching an all time high in August. So Marriott clearly didn't miss your business. And I suspect Delta would not miss my business if I chose to allocate away from them.
So the question is - have you chosen to book inferior Hilton or Hyatt hotels when you would have preferred to book the Marriott hotel? Maybe you did. Will I book inferior American...
And since then, Marriott has flourished, with its stock price reaching an all time high in August. So Marriott clearly didn't miss your business. And I suspect Delta would not miss my business if I chose to allocate away from them.
So the question is - have you chosen to book inferior Hilton or Hyatt hotels when you would have preferred to book the Marriott hotel? Maybe you did. Will I book inferior American or United or Southwest bookings when Delta makes sense? No.
No I haven’t booked inferior hotels to avoid Marriott. I generally find most of their brands to be inferior to Hilton and Hyatt when there is competition. As I said I still stay at some Marriott brands when I absolutely have to.
I get that my actions haven’t impacted Marriott but my point was that almost NOBODY that says they’ll ditch loyalty does. If more people did there’d be more chances of the companies...
No I haven’t booked inferior hotels to avoid Marriott. I generally find most of their brands to be inferior to Hilton and Hyatt when there is competition. As I said I still stay at some Marriott brands when I absolutely have to.
I get that my actions haven’t impacted Marriott but my point was that almost NOBODY that says they’ll ditch loyalty does. If more people did there’d be more chances of the companies taking a small hit and caring. Too many people are all talk and no action.
lmao hilton is nearly at an all-time high as well. hyatt hit an all-time high in July. We have no idea how high SPG might be were it still independent. The idea that marriott's stock performance in a vacuum disproves any devaluation losses is almost unfathomably asinine.
I am walking away from Delta. DM for 8 years in a row. 1.75M miler. Used to go out of my way to get on Delta metal while every year I saw the benefits get less and less.
F*ck them. As I have posted before, I recently refunded over $6K in flights already booked for next year (all in Delta One or F). I am a free agent.
Marcus can have my seat.
I never spend that much on my card. I'll now also be using Delta as my last option. There are other options. Are they better? Not quite but I'll not be taken advantage of.
DL has become hilariously uncompetitive on price out of my home airport (BZN) as well, they are almost always the most expensive option now, so it only makes sense to fly them if they're the only option. I do have one trip a year where I have to fly DL, but I'm going to drop my cobranded card which I barely spend on anyways and start crediting all my miles to VS when I fly paid DL tickets. Is that the type of engagement Delta was looking for?
I visit Montana twice a year. All of the Montana airports are crazy expensive. Bozeman especially. And rental cars are even more absurdly priced in the summer months. It is always cheaper to book a paid first-class airfare to Denver and get a rental car there. Of course, the drive sucks but still. I'll gladly save $500-$700 on airfare and $400 on a rental car. Especially since the Overland West Hertz licensee locations don't have a President's Circle aisle.
No, flying to BZN isn't expensive at all, it's actually quite competitive since we have so many airlines flying here. If you live in a DL fortress hub like my family it is because Delta. I'm guessing that's your situation. You got me on the rental cars, but I live here so that doesn't matter to me.
Delta seems to think that their credit cards are the only ones that “earn” you anything. They completely ignore the opportunity cost of spending $100k on their card vs a card that gives you 2% cashback. The cash earned will easily pay for all those first class “upgrades” buy just buying the seat outright. No worries about upgrades clearing. “Marcus” is getting virtually nothing for his “loyalty” and would be much better off just flying...
Delta seems to think that their credit cards are the only ones that “earn” you anything. They completely ignore the opportunity cost of spending $100k on their card vs a card that gives you 2% cashback. The cash earned will easily pay for all those first class “upgrades” buy just buying the seat outright. No worries about upgrades clearing. “Marcus” is getting virtually nothing for his “loyalty” and would be much better off just flying 1st on whatever airline works best for his schedule and budget. Why be loyal to Delta when they aren’t loyal to you?
Delta loyalists are not the most savvy lot. It's one thing to fly Delta because they offer a marginally super product in a wasteland of uncompetitive alternatives. But it's just sheer stupidity to put spend on any Delta credit cards, or credit any flights to SkyMiles, and people who do this have to be unaware of how terrible this decision is compared to cashback cards and other Skyteam programs. The problem is that huge numbers...
Delta loyalists are not the most savvy lot. It's one thing to fly Delta because they offer a marginally super product in a wasteland of uncompetitive alternatives. But it's just sheer stupidity to put spend on any Delta credit cards, or credit any flights to SkyMiles, and people who do this have to be unaware of how terrible this decision is compared to cashback cards and other Skyteam programs. The problem is that huge numbers of people fall for their gimmicks, and this only reinforces Delta's greed to prey on the naive.
Considering how one can get Flying Blue Gold with roughly ~$16,500 of spending, and one AWARD ticket ($15k on Flying Blue BofA card for 60xp, €419 for a carte Abonnement for 20xp, and around $1k on the "fuel offset" option on the award ticket for ~100 xp) why would anyone continue to pursue Delta Gold Medalion, which as Ben pointed out in a previous post will now cost $120K-240K/a year in card spend? (To say...
Considering how one can get Flying Blue Gold with roughly ~$16,500 of spending, and one AWARD ticket ($15k on Flying Blue BofA card for 60xp, €419 for a carte Abonnement for 20xp, and around $1k on the "fuel offset" option on the award ticket for ~100 xp) why would anyone continue to pursue Delta Gold Medalion, which as Ben pointed out in a previous post will now cost $120K-240K/a year in card spend? (To say nothing of Air France's vastly superior biz experience to Delta IMO.)
When you consider how much more valuable Flying Blue miles are than Sky Miles, coupled with the back non Delta Sky Team Elite Plus still have Sky Club access on international flights, really a no-brainer. Will be interesting to see if they have to walk any of this back... it seems like the backlash is for real.
Air France and Aeromexico have gotten all of my European flights for two years now. Delta One business-class has barely edible food and gas station quality wines. The only area where Delta is better is pre-departure beverage and slightly better bedding.
Aeromexico should be allowed to fly within the US.
This only adds up to 180 XP.
You need 280 XP for FB Gold. 100 XP for Silver, then another 180 XP for Gold.
As long as there are customers who are willing to write about their displeasure, blogs will continue to talk about the Delta Skymiles changes.
The simple fact is that Delta is in a position now to be able to change its loyalty program, because of its much stronger net work, especially in the largest premium travel markets in the country, as well as its higher penetration of premium contracted, corporate revenue. In addition, it...
As long as there are customers who are willing to write about their displeasure, blogs will continue to talk about the Delta Skymiles changes.
The simple fact is that Delta is in a position now to be able to change its loyalty program, because of its much stronger net work, especially in the largest premium travel markets in the country, as well as its higher penetration of premium contracted, corporate revenue. In addition, it has invested in its product and reliability, so that business travelers simply prefer to fly Delta. Revenue data shows that.
No company is going to spend more giving away free product or services that they do not have to give away. Other airlines will follow proportional to the amount of premium revenue that they get.
it’s that simple
and if you think about it, the reaction in the travel press is actually a good sign for Delta, right?
nope. Delta isn't TRYING to convince the press or customers that will be downgraded that this is a good sign despite the marketing spin which anyone can see through.
After multiple smaller cuts to Sky Club access and SM award levels, Delta pulled the bandage off.
For some it hurts badly. I have never denied that.
I have repeatedly said the age of generous loyalty programs are over.
Delta just happens to be in the best position to lead the charge.
Tim in for the spin as always.
Tim, either you work for DL or have an extremely unhealthy obsession/love-affair with a faceless corporation.
Delta would have been much better completely abandoning the Sky Miles name and coming up with new tier names instead of trying to fool us into thinking this was the same program. This would be like completely reinventing football and still calling it football.
If they were planning to reinvent football, at least the Tom Brady hire makes more sense!
If the US3 no longer feel they have to be competitive to retain flyers and can do as they wish without losing business because they effectively have a monopoly, deregulation and industry consolidation have really failed us.
The Atlantic has a piece about it:
https://www.theatlantic.com/ideas/archive/2023/09/airlines-banks-mileage-programs/675374/
they effectively have a monopoly, deregulation and industry consolidation have really failed us.
So did education, if you believe that our current situation remotely approaches a "monopoly."
Argh, no - not describing current situation but a possible future state in which the US3 no longer feel they have to lure customers through competitive practices like loyalty programs since some have posited UA/AA would follow DL's move - which yes, in fairness is more accurately an oligopoly, not a monopoly
Extremely disappointed in not only the program change, but that they pulled it at this time of year when some of us have been managing our combined flying and Delta Amex spending in order to maintain status and then have rollover mqm’s for next year. Now those are worth almost nothing as they convert to either flying miles or mqd’s at a terrible rate. Why should we be loyal when they treat us this way??
Excellent and virtually indisputable analysis here. All else aside, the rollout itself has been palpably dripping in contempt for customers (at least, I suppose, the marketing department has finally managed to align its messaging with Delta FAs' post-pandemic approach to customers).
The point has come to ditch Delta Amex cards and SkyMiles. Simply fly Delta only when the schedule and fare suits you. Eat at a restaurant then sit at an unoccupied gate area to work. If you want upgrades, buy the class that you desire. If you fly international business class, you will get lounge access for that trip.
If you want to retaliate, fly another airline if the fare and schedule is similar.
I assume they’re including paid C+ for PM because they changed the upgrade hierarchy from fare class to cabin purchased - so C+ will come before Main within your Medallion tier
I live in Seattle. AS is running ads about their mileage program that it’s not about spend. In a competitive market, which SEA is, this could resonate.
Smart move by Alaska.
Alaska should buy Delta and put it out of its misery.
Alaska should buy Delta and put it out of its misery.
How exactly does Alaska buy an entity with a 5x larger market cap?
Let's put at least SOME thought into the things we say...
And hard as I try, can’t rent cars through DL. For upcoming trip to Indianapolis, rented a full-sized car from Budget through Costco Travel for half of what the same car would cost through DL. Can’t imagine being so desperate for status that I would overpay for cars and hotels for the privilege.
As of now I’m scheduled to spend a decent amount of time in the SFO SkyClub this week. I will see if I can get you some feedback from some other Delta flyers on this stuff
SFO does not have DL international flights - so you will be getting feedback mostly from Amex users, not Delta flyers :-)
The funny thing is, in every single example they give, even if these individuals have no choice but Delta, the people would be better off using a credit card with cashback, spending the extra upgrading their flights to comfort+ or first and crediting all of their flights to Flying Blue or another SkyTeam programme. Also, how many people are genuinely spending that much money on a credit card every year?
Exactly this. They tried to give cherry-picked real-life examples and were pretty tone deaf with the CC spend numbers that were included.
Crediting it to another ST member and have lounge access in economy on another SkyTeam airline without having to fly Delta in premium economy.
In Japan, you can gain Gold Medallion Status just only having Delta Amex Gold Card with around 200USD annual fee for one year. It could be retained as long as you spend around 10000USD annually with that card. Furthermore, with that card, you can have unlimited Sky Club visit without spending threshold even when you are in main cabin as long as it is part of DL international itinerary (not so valuable for US-based flyers,...
In Japan, you can gain Gold Medallion Status just only having Delta Amex Gold Card with around 200USD annual fee for one year. It could be retained as long as you spend around 10000USD annually with that card. Furthermore, with that card, you can have unlimited Sky Club visit without spending threshold even when you are in main cabin as long as it is part of DL international itinerary (not so valuable for US-based flyers, I admit). In most cases US credit cards offer far superior benefits compared to comparable cards in Japan, but Delta Amex Gold is an exception and shines even more after this devaluation.
Is it available to people who live out of Japan?
Delta isn't a joke of an airline, but it its halo effect is overstated. All of it is marketing spin. It happens to be slightly better run than UA and AA to a degree, controls its hubs (ATL, DTW, MSP, SLC principally, less so with JFK/LGA and LAX) more strategically, and has some bells and whistles and gimmicks that create the illusion it is a better airline. It does some aspects of customer service better,...
Delta isn't a joke of an airline, but it its halo effect is overstated. All of it is marketing spin. It happens to be slightly better run than UA and AA to a degree, controls its hubs (ATL, DTW, MSP, SLC principally, less so with JFK/LGA and LAX) more strategically, and has some bells and whistles and gimmicks that create the illusion it is a better airline. It does some aspects of customer service better, but at the end of the day, DL is a network, trunk carrier, flying a mix of new and old planes, and runs into the same operational challenges as everyone else. Having flown it, AA and UA essentially in even frequency, there's really little to differentiate them. They all do the same stuff pretty much equally. They all fail in spectacular ways. They all surprise to the upside in the same way. ATL is an abysmal, dystopian place to change planes. Delta One is a mess across the fleet, with only the 764, 339, and the DL-ordered 359s sporting the latest product. The rest is a dated mess across the 763s, 332/333s. SkyClubs are nice enough, but nothing makes them anything but par to the newest of the AA and UA equivalents. Crews are a mix of friendly to efficient to rude. SkyTeam is an assortment of airlines that, apart from a small handful, aren't amazing, and you can just as easily use credit card points to fly AF, for instance, at a discount, over trying to use SkyMiles, which are worthless.
Every year from 2027 to 2023 I've spent $30,000 on my Delta Reserve card to qualify for the MQD waiver and 15,000 MQMs, so that with my actual air travel has gotten me to Platinum for years (I even earned it during COVID). With Delta's changes, I can't imagine how they expect me to go out of my way to spend a dime on their credit card, let alone fly on their airline.
Honestly, with...
Every year from 2027 to 2023 I've spent $30,000 on my Delta Reserve card to qualify for the MQD waiver and 15,000 MQMs, so that with my actual air travel has gotten me to Platinum for years (I even earned it during COVID). With Delta's changes, I can't imagine how they expect me to go out of my way to spend a dime on their credit card, let alone fly on their airline.
Honestly, with Alaska's recent status match offer I'm tempted to defect, despite living in ATL. Those lounges are going to be pretty empty in a couple years.
Don't forget that all that spending and flying on our overpriced DL Reserve card will get us a grand total of 10 visits for the year in the Skymiles club. Building towards status for the year with no reward till next year? Fun indeed.
And you’ll be earning worthless skypesos instead of rewards with a value…
Stop winding up TD! your going to end up with him pursuing you for compensation for PTSD counselling after all these Delta posts
Nah, I'm sure he's having a time of his life. No better opportunity for TD to enjoy his wet dream.
Everything Everywhere Delta All at Once.
Still missing a significant one.
How Tim Dunn earns his status.
Great post. Keep them coming. I love how they highlight a trip booked in comfort + as though that’s some kind of premium experience. What a joke of an airline.