I’m not meaning to ruffle any feathers, but I’m curious if other people have the same perception, or at least think this is close to becoming a reality…
In this post:
Delta has long been the most respected & loved US carrier
When you look at the “big three” carriers in the United States, the competitive situation has changed drastically in recent years, both in terms of financial performance, and in terms of perception of the brands. It used to be that Delta was far and away the leader, with American and United in the rearview mirror, and roughly tied with one another. In recent times, United is leaving American behind, and increasingly entering Delta’s league.
This post isn’t about airline financial performance, since Delta is still firmly in first place on that front. Instead, this post is about vibes, public sentiment, and overall perception of the brand, which absolutely can have an impact on financial performance in the long run, but with a delay. After all, “winning brand loyal customers” is the name of the game, and positive brand perception creates brand loyal customers.
For so long, I think one of Delta’s “secret sauces” was just marketing itself as the premium, cool airline, that’s on the cutting edge of innovation. There’s not a US carrier that has a loyaler following, and the airline has tried to position itself as a lifestyle brand, with executives even comparing the airline to Apple.
Delta is an airline that hired Tom Brady as a “long-term strategic adviser,” and which has paid eight figures for CEO Ed Bastian to give a keynote address at CES in Las Vegas, talking about how innovative Delta is.
I guess the more direct way I’d sum this up is that when I’m not within the miles & points ecosystem and people bring up a US carrier in a positive way, it’s usually Delta. “Have you been to the new Delta One Lounge JFK, because it’s amazing?” “Did you see Delta’s new Missoni amenities?” Delta has done a brilliant job investing selectively, and creating halo effects from those investments.
Is United stealing the spotlight from Delta, or will it?
In recent years, United has been on a trajectory that would’ve been unimaginable a decade ago. There’s no denying that vibes are shifting positively in United’s direction. But for me, last week was a turning point — United’s full investment in its premium experience came together as the airline highlighted so many new things, from its new Boeing 787-9 business class cabins, to its new Airbus A321XLRs and A321neos, to its new very low capacity and premium jets, to flat beds of sorts in economy.
Maybe it’s just my impression, but I feel like more than ever before, United is doing a really good job staying in the spotlight, and highlighting the ways in which it’s innovating. There doesn’t have to be substance to every announcement (there certainly isn’t substance to many of Delta’s announcements), but there has been enough positive momentum where I feel like Delta and United might just be crossing paths in terms of the public’s impressions of their innovation.
I also think United is winning in terms of evolving market practices, when you consider the priorities of different generations, given the carrier’s huge focus on tech. United’s app is in a completely different league than Delta’s (or any other carrier’s, for that matter). While there’s work to be done, United expects to complete Starlink Wi-Fi installation before Delta even has plans to introduce Wi-Fi of a similar caliber leaves a potential gap.
Again (I need to repeat myself in posts about Delta), this isn’t at all about financial performance, but it’s about brand perception, and the way it’s evolving. I’m not sure United is there yet, but I think that within a year or two, it very well could be, at least based on where things currently stand. One thing is for sure — Delta is no longer the undisputed “premium innovator,” or whatever you’d like to call it.
Bottom line
It increasingly feels like Delta is no longer the undisputed disruptor and market innovator in the United States. United has obviously been trending upwards for a few years now, but I think particularly in recent times, United has really been stealing the spotlight.
This isn’t going to translate into United overtaking Delta in terms of financial performance overnight. However, I think vibes have changed, and I don’t think I’m imagining that.
I’m curious — when it comes to brand perception, do you think United has taken the top spot from Delta, do you think it could be imminent, or do you not see that being the case at all?
Long time ago.
I know everything DL is shiny, lol. But, for the longest time, I'd argue JetBlue was actually the biggest innovator in the USA - at least in terms of onboard product. We all know that B6 is not financially being rewarded for their innovations, but I would say they led the pack for a long time and all the others followed. It is nice to see UA finally trying to be better. The United App...
I know everything DL is shiny, lol. But, for the longest time, I'd argue JetBlue was actually the biggest innovator in the USA - at least in terms of onboard product. We all know that B6 is not financially being rewarded for their innovations, but I would say they led the pack for a long time and all the others followed. It is nice to see UA finally trying to be better. The United App is really one of the best in the industry worldwide, if not the industry leader (one area they are truly the best).
B6 fails in operational reliability.
and, yes, I would agree that they were far more innovative than most airlines including UA.
UA is simply copying DL's WiFi strategy - and using newer technology which will be surpassed as always happens with tech, DL's AVOD strategy etc.
all UA and B6 haven't been able to copy is DL's customer service performance.
you do have to acknowledge that B6 has better baggage handling than UA
i have occasion in my job to discuss travel fairly frequently, and at least anecdotally, this very much seems to be increasingly the case based on what i am hearing
The thing Tim doesnt understand is, if you could just go a week without taking the bait, maybe Ben wouldnt write this stuff. But you medically cant resist. Its a condition. So the trolling continues!!!! LOL love it
I've said that for years about the UA internet crowd.
I like Ben and want to see him succeed.
But I also will never compromise the truth.
cool and all of that doesn't generate revenue or at least UA can't turn that cool into real revenue and profits like DL can.
but, of course I know that this site is populated by a bunch of people that don't want to hear about real numbers or evidence of whether anything really succeeds based on real metrics.
Delta with its terrible "loyalty" program and its outrageous pricing is going to be in second place very soon, if it is not already. Sad to say, given how badly United has treated some of us in the past, that under Kirby United is giving DL a run for its money.
That said, UA has some very inconsistent aircraft too! And don't get me started with the even more inconsistent FAs.
Financial performance I think Delta will always have advantage. That American Express partnership is just too valuable. The Atlanta hub also benefits from generally better weather during IRROPS.
Marketing, United wins by a mile. The onboard hard product is better on United and I think United is trying to be better. Delta is happy to maintain the status quo. That has advantages and disadvantages. DL is just boring.
My gripe with United is...
Financial performance I think Delta will always have advantage. That American Express partnership is just too valuable. The Atlanta hub also benefits from generally better weather during IRROPS.
Marketing, United wins by a mile. The onboard hard product is better on United and I think United is trying to be better. Delta is happy to maintain the status quo. That has advantages and disadvantages. DL is just boring.
My gripe with United is arrogance. Nothing wrong with confidence but I think arrogance and ego has gotten in the way of United doing a better job. Kirby just comes off as unlikable. Don’t be so focused on humiliating AA. My father was retired UA so I have a special place in my heart for the brand but the world economy is about to reset and eventually all these innovations need money.
It's difficult to "innovate" in an industry where most of your customers are buying from you solely on price. That leaves competitors fighting over the smaller profitable share, although the credit card game as altered that somewhat.
UA seems to be doing some things to stand out but time will tell if they can separate themselves from DL and AA.
OR ... Is all of the adulation about one airline versus another little more than a media/blogosphere invention?
Ben, really, I love you man, but you're just trolling at this point...
(I like it, btw)
United is edging ahead IMO. The inconsistency in Delta’s Long haul business class product is just absurd at this point. Sure United has their dorm style seats on a handful of AC, but that’s so rare and mainly to Hawaii. With Delta, it’s a box of chocolates. You never know what you’re gonna get.
For a premium carrier to be this inconsistent with some seats that are just super dated and old is just...
United is edging ahead IMO. The inconsistency in Delta’s Long haul business class product is just absurd at this point. Sure United has their dorm style seats on a handful of AC, but that’s so rare and mainly to Hawaii. With Delta, it’s a box of chocolates. You never know what you’re gonna get.
For a premium carrier to be this inconsistent with some seats that are just super dated and old is just ridiculous . At least with Qatar their older products are decent. The 767-300 sears are just so narrow.
United is steaming some thunder. Hard to believe esp after the assault incident 2017 on Dr. Dan. United was near left for dead but over 9 years later they are charging ahead.
(I like to think of money as oxygen, as both are pretty crucial and the backup supply does not always last as long as one may expect. Going with this analogy...)
It is extremely bizarre to some and normal to others to stand behind an entity whose sole purpose is to extract as much oxygen from you as possible, and whether some of these entities are worth supporting or not is based on how much...
(I like to think of money as oxygen, as both are pretty crucial and the backup supply does not always last as long as one may expect. Going with this analogy...)
It is extremely bizarre to some and normal to others to stand behind an entity whose sole purpose is to extract as much oxygen from you as possible, and whether some of these entities are worth supporting or not is based on how much they give us a little bit of oxygen in return for taking years and years of a steady supply oxygen from them and/or whether they look cool and have cool branding when they take our oxygen
Ben. You've been losing your edge and objectivity ... or maybe it's because you're on vacation! This article is: 1) click bait of the very worst kind, and 2) very subject to your humble opinions which seem to relish any chance to bash Delta (twice today) with ludacris presumptions and assumptions. Keep it up, and OMAT will land in same dumpster I’ve put VFTW and PYOK in - because that's what your blog is becoming.
Ben is a miles and points blogger in addition to a travel blogger, and it's been the case for years that Delta is the worst US3 airline when it comes to miles and points. He has never been a Delta loyalist and was always clear in that regard
Of course United is the new leader. Delta is tired and stuck in the past. Everyone except Tim Dunn can see this truth.
The LA/NYC gays still fly Delta so until that changes ;)
so LA/NYC gays prefer southern DL over northern UA?
who knew?
what other groups prefer DL over UA?
and vice versa?
btw, research and data please
Can only speak on behalf of my own group here. Research and data: anecdotal and joke about gays being trendy
Its a pity because the rest of NY picks UA given DL continues to lose share there.
Tim, do you really not know about Delta Gays?
"Tim, do you really not know about Delta Gays?"
I don't think he realizes that Alec, Andy, you, and I speak for all gays everywhere. Like, we were officially anointed the Gay Spokesmen Cabal of Gays in all of Gaytopia.
I certainly think so. I like Delta better than AA but I'm intrigued by what UA is doing and look forward to trying out their new premium products.
If United is cool, then consider me Miles Davis.
Wow Ben
You really are trying to push tim over the edge of sanity today lol
Not that it’s tough to do when talking about United vs Delta.
Can someone explain how people have such adoration for an airline they have zero affiliation with? These comment sections seem to get wild with the same handful of people defending an airline and demonizing anyone who says positive things about a different airline, yet aren't employees and as far as I can tell, it wasn't started by their grandparent either.
it is even more bizarre that a supposedly objective blog uses words like cool to describe a company.
Honestly, what companies have real customers - esp. corporate ones that deliver revenue - that do business w/ a company because they are cool?
it's all rather juvenile
"Honestly, what companies have real customers - esp. corporate ones that deliver revenue - that do business w/ a company because they are cool?"
Are you insane - dozens of them. This may be your most idiotic take yet.
no, corporate customers don't sign contracts based on who is "cool"
they just don't.
Flashy ads are fine, and there’s little doubt UA is on a good and in my opinion the right path, however look at all that was promised with the rollout of Polaris, like wine flights etc. that was not consistently made available or promptly discontinued. UA often promises a little more than they deliver, which puts butts in seats in the near term but does little to bring people back.
DL at least is able...
Flashy ads are fine, and there’s little doubt UA is on a good and in my opinion the right path, however look at all that was promised with the rollout of Polaris, like wine flights etc. that was not consistently made available or promptly discontinued. UA often promises a little more than they deliver, which puts butts in seats in the near term but does little to bring people back.
DL at least is able to more or less pull off the service they promise on board, in my experience and from what I read.
From an outsider’s perspective of someone who does not stay in the US, it certainly looks so, or that’s how it comes across.
having leaders that flap their gums about how great they are might create an illusion but no one is really convinced if performance actually lags - which it does.
The jawboner in chief in DC talks a great game too.
I am sure Kirby is sending the Donald a thank you note for increasing UA's fuel cost by $11 billion this year.
clickbait.
let us know how the industry's worst baggage handling rate makes UA cool and innovative.
when you trail even AA and NK at anything, you are bad.
You really never miss an opportunity to grasp at straws to defend Delta. I couldn't imagine being this loyal to a company whose payroll I'm not on.
it's not about defending reality but rather defending common sense and perspective.
look, look, Max comes along (after doing so good at reasonable posts) to now say that government data on baggage handling is manipulated.
It is actually people that can't stand to admit that a company really doesn't do as well as real data shows that are the ones that grasp at straws.
We do know that UA has a number of paid...
it's not about defending reality but rather defending common sense and perspective.
look, look, Max comes along (after doing so good at reasonable posts) to now say that government data on baggage handling is manipulated.
It is actually people that can't stand to admit that a company really doesn't do as well as real data shows that are the ones that grasp at straws.
We do know that UA has a number of paid employees that "work the internet" for them so it shouldn't be any surprise that they are loyal - to the point of not even being willing to consider actual facts.
You’re just making yourself look bad. It’s clear United is doing way more to improve their customer experience in 2026 and literally everybody is taking notice.
DOT measurement of MBR is a joke and easily manipulated anyway
Delta is good at manipulating it but it’s not quite the flex you think it is, tim
LOL, I'm sure the average traveler is closely following and comparing the baggage handling stats from all the airlines
Gurl, for once, I actually agree with you, you clicked it, and it did exactly what it was meant to do LMAO
Yeah mishandled bags are so low in the US that this is really a non issue. Also from the same data - ATCR United has the best OTP of any US airline (and Delta was the worst of the Big 4 in December), why aren't you commenting about that Tim? Or have you cherry picked one piece of data that favours your argument?
You're grasping a straws if you need to bring up mishandled bag rates as a metric of comparison.
Delta’s rate is roughly 4.5–5.0 per 1,000 bags (~0.46%), while United’s is about 6–6.5 per 1,000 (~0.69%).
In absolute terms, Delta has publicly indicated it handles on the order of ~120M checked bags annually. There’s no direct disclosure for United, but using typical industry assumptions (~0.7–0.8 checked bags per passenger and ~150–165M annual passengers), United is...
You're grasping a straws if you need to bring up mishandled bag rates as a metric of comparison.
Delta’s rate is roughly 4.5–5.0 per 1,000 bags (~0.46%), while United’s is about 6–6.5 per 1,000 (~0.69%).
In absolute terms, Delta has publicly indicated it handles on the order of ~120M checked bags annually. There’s no direct disclosure for United, but using typical industry assumptions (~0.7–0.8 checked bags per passenger and ~150–165M annual passengers), United is likely in a similar range—roughly 110–130M bags per year.
At those volumes, that implies:
Delta: ~550K mishandled bags annually
United: ~750K–900K
So the gap is on the order of 200K–300K bags per year.
That difference is real, but it’s important to put it in context: both airlines successfully handle well over 99% of bags without issue, and the vast majority of “mishandled” bags are delayed, not lost.
Per the U.S. Department of Transportation, mishandled baggage includes lost, delayed, damaged, or pilfered bags, and the metric is based on customer-filed reports, not internal airline tracking. That introduces variability depending on passenger behavior and reporting thresholds.
There are also structural factors that can skew comparisons. United’s network relies more heavily on large, delay-prone hubs like Newark and Chicago and includes a higher volume of international and interline itineraries through Star Alliance partners. Those additional handoffs inherently increase the probability of a bag being delayed. Delta, by contrast, tends to operate more traffic on its own metal and through more operationally controlled hubs.
So while Delta does outperform United on this metric, the practical impact is narrower than the headline percentages might suggest, and baggage performance alone doesn’t necessarily provide a complete picture of overall operational quality.
When are you gonna get your own blog, Tim?
Never. That would require building something and the courage to handle whatever came their way. Why do that when they can just wreck everyone else’s?
Lol. No.
Stoopwaffles vs Biscoff… let’s freakin’ go!
(UA is not ahead, so long as they’re still charging $8/800 points for WiFi, and GUC/RUC still beat those worthless PlusPoints.)
As someone who flies both carriers, loyal to neither, I have long believed United was the superior airline. Better aircraft, better seats, better crews internationally, better entertainment, and better food (I know, it's a tough argument to make). Most important, though, in a general sense - a better app.
Better seats? Psh. UA has no IFE/AVOD on half their aircraft… lame. (At least DL seems to ditching their 717s, finally).
Not everyone cares about IFE
Yup. While a cabin certainly looks more "premium" with IFE, what's the real benefit over an onboard router that can deliver the same content to your device of choice? Where you can use your headphones of choice (without the hassle of pairing them)? It's not like those screen are free--they're thousands of dollars per seat, plus hundreds of pounds of additional weight.
They have AVOD/IFE on more than 80% of their mainline aircraft, you're just plainly incorrect...