Airlines love segmenting anything to drive revenue. Delta Air Lines is updating its product stack, with many changes across the classes of travel.
What’s changing?
Starting 15th of May, for flights on or after 1st October Oct. Delta will offer a combination of products and experiences.
Delta’s seat products will now be classified into the following categories:
- Delta Main (formerly Main Cabin)
- Delta Comfort (formerly Delta Comfort+),
- Delta First (Formerly First Class),
- Delta Premium Select
- Delta One
>Basic Economy is being banished… but not completely. Like its part-owned airline, Virgin Atlantic, it becomes the base fare level in Delta Main. Delta main will offer three options for your journey: Basic, Classic and Extra.
- Delta Main Basic (formerly Basic Economy): The lowest-cost fare is the perfect entry point to travel with Delta. Delta Main Basic offers you the essentials, just as a Basic Economy ticket did before. It is restricted, so seats ar assigned after check-in, Zone 8 boarding priority, cancellation with a fee for a partial eCredit, no mileage or MQDs earned for your trip, and no entry into Delta Sky Clubs (even with credentials).
- Delta Main Classic: For customers who want a little more – think MQD earn, 5 miles per dollar (excluding taxes), eCredit if you cancel, better boarding priority, same-day standby options, added flexibility to choose your seat – a Delta Main Classic option might be more appealing.
- Delta Main Extra: And customers who want even more – even higher boarding priority, base mileage earn at 7 miles per dollar (excluding taxes/fees), easy refundability back to your form of payment, plus same-day standby, as with Classic – can unlock those benefits with a Delta Main Extra fare.
Here’s an example from Delta:
Example of how the Delta Main will be segmented.
All other seat products will include “Classic” and “Extra” tiered experiences for greater choice and more customisation. (In some markets, customers may be offered “Refundable” options in place of “Extra,” which will allow flexibility and trip cancellation for a refund at any time prior to departure.)
These will be for sale on delta.com and its app.
In Quotes
Eric Phillips, S.V.P. and Chief Digital Officer, said:
“As we listen and learn about what our customers want when it comes to their travel, we know that clarity and choice are paramount,”
. “Our reimagined shopping experience gives customers more options and flexibility to pick the travel experience that works best for them, and a full picture of all the benefits of flying with Delta.”
He added
“Our 100,000-plus team is committed to making Delta’s customer experience, both on the ground and in the air, the best in the industry—one marked by a high degree of personalization, with offerings tailored to your individual preferences,”
“We see this as a continuation of that journey: one in which customers are informed and empowered to select the right experience for them.”
Segmentation is everything
It seems there’s one way to help customer find their options, and that’s to segment as much as possible, with three levels of economy tickets, and at least two levels of customisation within the premium fare classes.
In the three segments in economy class, it’s the classic “Good, Better, Best”, whilst in the Premium Classes, it breaks out features… depending on how much you want to pay. This isn’t uncommon, with other airlines working like this (such as Virgin Atlantic and Lufthansa Group, to name two).
And yes, it means paying attention to what you book and ensuring you book the right ticket and the features you need.
Delta has an explainer at Delta.com/travelexperiences. It’s worth reading before you book, especially for those wanting to maximise their mileage and spend collection.
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