A few days ago, Delta announced massive changes to its SkyMiles program, and to Sky Club access. These changes are clearly motivated by trying to get people to spend more on co-branded Amex cards. Delta is hoping to increase its annual revenue from its Amex card agreement from $6.5 billion in 2023, to $10 billion by 2028.
Delta has a suite of seven co-branded credit cards. For those considering applying for one of these cards, there are some new restrictions that are worth being aware of.
In this post:
Amex adds limits on Delta card welcome offers
Card issuers have different policies when it comes to getting approved for cards. Historically it has been possible to earn the welcome offer on each Delta Amex card, as long as you haven’t had that exact card before. This is in line with Amex’s “once in a lifetime” policy. Some people occasionally got pop-up warnings about not earning a bonus, but it’s hard to know what triggers that.
There are now some major new restrictions when it comes to earning the welcome offers on Delta Amex cards. So far these rules seem to only apply to the personal cards, and not to business cards.
Essentially you can only earn the bonus on a particular card if you haven’t had that exact Delta card, or a more premium Delta card. So the less premium the card, the more restrictions. Here’s a rundown, ranked from most premium card to least premium card:
- You’re not eligible for the welcome offer on the Delta SkyMiles® Reserve American Express Card (review) if you’ve had that exact card before
- You’re not eligible for the welcome offer on the Delta SkyMiles® Platinum American Express Card (review) if you’ve had that exact card before, or if you’ve had the Delta Reserve Card
- You’re not eligible for the welcome offer on the Delta SkyMiles® Gold American Express Card (review) if you’ve had that exact card before, or if you’ve had the Delta Reserve Card or Delta Platinum Card
- You’re not eligible for the welcome offer on the Delta SkyMiles® Blue American Express Card (review) if you’ve had that exact before, or if you’ve had the Delta Reserve Card, Delta Platinum Card, or Delta Gold Card
Only time will tell if the same changes are rolled out to the business cards.
What’s the logic for these rule changes?
Obviously I don’t like to see more restrictions on credit card welcome offers. However, I think it’s easy enough to make sense of the logic being used by Amex and Delta here, especially as they’re increasingly trying to push travelers to higher end cards in order to earn status.
If you have a more premium card and you’re picking up a less premium card, odds are that your primary motivation is the welcome offer, since you’re not otherwise getting many incremental perks. If you just decided you no longer wanted to pay the annual fee on a card, Amex and Delta would probably prefer that you just downgrade your card.
Meanwhile if you’re picking up a more premium card, odds are at least decent that you’re trying to increase your relationship with Amex and Delta, and plan to spend more on co-branded cards, fly with Delta more, etc.
So going forward, you’ll definitely want to be strategic with the order in which you apply for Delta Amex cards…
Bottom line
There are significant new restrictions for earning the welcome offers on Delta Amex cards. Previously you were eligible for the welcome offer on each card once. With the new restrictions on personal cards, you can’t qualify for the welcome offer on a card if you’ve had a more premium version of the card. This is worth being aware of, if you’re considering applying for a Delta Amex card.
The much bigger question here is how Delta’s bet on SkyMiles is going to play out for both the airline and for Amex.
What do you make of these changes to the Delta Amex welcome offer language?
"Family" language has been an Amex thing for a while. This should not be a surprise to anyone. Separately, the opportunity cost of putting spending on these cards is simply too great. Tier status with Delta is of little value -- thus, the MQDs per card are of little value. So, one is left with the SUB then cancel. Everyone clear on this? Let's move on.
Amex is getting really greedy. I bet they did this in anticipation of the hoards of people who will be dumping their Delta Reserve card due to the absurd elimination of SkyClub benefits. Very arrogant company.
On the contrary, they probably did this as a fail safe to thin the heard when MQD signup bonus is offered.
And I quote Chris "Delta Not Want Us Middle-Class Peasants Poisoning Their Medallion Well"
Well I think Delta has just shot themselves in the foot with all these new restrictions. It was really worth getting these co branded cards, but I think we are going to an exodus of user from these cards.
Other than for domestic flights and occasional international flight sales in Y, I see less and less value to SkyMiles.
A couple of weeks ago I was flying back from DUB-CLT after visiting my sick dad. At last minute AA had a flight in J from DUB-LHR-CLT for 57.5k + $80. DL wanted 230k + €175 for DUB-JFK-CLT in fricking Y despite numerous open seats! What a joke!
Lshanah tova Ben. I hope your mom is inscribed in the book of life. Next year may you earn 5 million pts and miles.
I am wondering if this only applies to the Delta cards or all co-branded cards. I recent applied for the basic Hilton card and got declined. I already have the Aspire card. Besides the welcome bonus, each card has unique bonus categories though.
"If you have a more premium card and you’re picking up a less premium card, odds are that your primary motivation is the welcome offer, since you’re not otherwise getting many incremental perks."
Amex finally closing the loophole. I am suprised it took them so long.
So what will the bonus be in the new reality anyway?
Would it be just redeemable miles or there will be a way to get some extra MQDs too?
Ironically I was going to get the gold card at some point. Push people towards more premium or push people away? Not a chance I get the plat or reserve so I guess, whatever.
Interesting Delta and Amex have a welcome offer on these cards, when they just devalued the card to the point where I canceled two Delta Skymiles cards this week. The first agent made no attempt to retain my business, the second agent--an "account manager"--started throwing out incentives to remain. No thanks. Skymiles? Buh bye.
What if one had a Delta Amex card in ~2010 or so, and has no recollection of what card that was? Can Amex tell one what the card was from 13 years ago?
Anecdotally, no. Their records appear to be good for ~7 years, not more.
Who cares about DL credit cards? They are dead to me and should be for everyone who understands math
I doubt @Carl or a lot of people even understands Calculus.
Please don't disrespect math by pulling a Tim Dunn.
Out of curiosity, what are your favorite co-branded airline cards? Business or personal.
You're now sponsored by Capital One?
For a week or two yes. He has posted about the limited sponsorship multiple times.