Delta Elevates Travel Experience with Focus Cities, Premium Check-in, and Expanded Comfort Plus
Delta Air Lines is implementing a multi-faceted strategy to enhance the passenger experience and strengthen its market position. The airline is focusing on strategic "focus cities," expanding premium check-in services at its hubs, and increasing the availability of its popular Comfort Plus seating.
Key Takeaways
- Delta is strategically developing "focus cities" to increase relevance for its SkyMiles loyalty program and co-branded credit cards.
- Premium check-in areas for Delta One passengers are being rolled out to all Delta hubs by the end of 2025.
- The airline is expanding its Comfort Plus seating by retrofitting existing aircraft and incorporating more of these seats on new deliveries.
Strategic Focus Cities
Delta has identified Austin (AUS), Cincinnati (CVG), and Raleigh-Durham (RDU) as its "focus cities." These airports are crucial for Delta’s strategy to build relevance and loyalty among frequent flyers and credit card members. Unlike traditional "spoke" cities that primarily connect to Delta’s hubs, focus cities receive a greater investment in routes and marketing. This strategy is designed to boost SkyMiles membership and the adoption of co-branded American Express credit cards, which are significant revenue generators for the airline. The selection of routes from these cities considers not only travel demand but also the concentration of loyalty program members.
Upscale Check-in at Hubs
By the end of 2025, all Delta hubs will feature dedicated, semi-private check-in areas for passengers flying in the Delta One cabin. New areas are set to debut at Salt Lake City (SLC) and Minneapolis-St. Paul (MSP) this year. While not as elaborate as some international offerings, these spaces will provide a more comfortable experience with amenities like snacks and beverages, distinguishing them from the standard SkyPriority lanes. This initiative is part of Delta’s broader effort to cater to high-end travelers, a segment that has proven financially lucrative for the airline.
Expansion of Comfort Plus Seating
Delta is increasing the number of Comfort Plus seats, its extra-legroom coach option, to better accommodate its Medallion elite members. This move comes as more passengers are opting to pay for premium seats, making complimentary upgrades to first class more challenging. Delta has been retrofitting its narrowbody aircraft, including Boeing 737-900ERs, 757-200s, and various Airbus models, to include more Comfort Plus rows. New aircraft deliveries are also being configured with a higher density of these popular seats. This expansion aims to fulfill a key perk for elite status members and capitalize on the strong demand for premium cabin products.
Sources
- Delta Air Lines president explains why it has ‘focus cities’, The Points Guy.
- Delta to roll out upscale check-in option to every hub by end of 2025, The Points Guy.
- Delta expands Comfort Plus to reward more Medallion elites, The Points Guy.
