Delta to Reassess Changes to the SkyMiles Program and Lounge Access

In Delta Air Lines' first public comments since the September 13 press release revealed the airline's updated SkyMiles loyalty program and lounge access rules, CEO Ed Bastian stated this week that the airline intends to implement “modifications” to these changes.

“I’ve received considerable feedback,” Bastian mentioned during a panel event for the Rotary Club of Atlanta earlier this week. “We are listening to the feedback. Our reservation agents are engaging with customers who call in, and their input is important.”

The changes announced in mid-September detail how travelers earn Delta frequent flyer status. Starting in 2024, an annual spending requirement known as “Medallion Qualifying Dollars” (MQDs) will be the sole metric for elite status. However, with increased spending thresholds—sometimes doubling what customers must spend annually—Delta has faced significant public backlash. Additionally, the airline plans to limit access to its popular Sky Clubs for premium Amex cardholders to 10 visits per year unless they spend $75,000 on the card.

Loyal Delta customers have been particularly outspoken about the new status requirements and lounge access limitations. “People, especially our loyal travelers, care deeply about our company,” Bastian observed. However, he acknowledged that Delta has struggled to meet customer demands. “The demand for our premium products and services far exceeds our capacity to deliver them effectively.”

Bastian’s recent remarks come in response to a wave of complaints regarding the changes to frequent flyer and lounge access policies, which the company has labeled as “simplified.” A brief look at social media comments and tweets reveals that many travelers did not embrace the announcement, especially concerning the manner of communication. On X, formerly known as Twitter, there has been significant backlash.

Data from Sprout Social, a platform that evaluates social messages and overall sentiment, indicates a 352 percent rise in the number of tweets expressing “negative sentiment” about the Delta loyalty program during the week following the SkyMiles changes (September 13 to September 20) compared to the previous week (September 5 to September 12).

Additionally, the share of tweets expressing “positive sentiment,” particularly about airlines other than Delta (including United, American, Southwest, Spirit, and JetBlue), increased by 13 percent during the week starting September 13 compared to the previous week.

Airlines like JetBlue, based in New York, and Alaska, from Seattle, have been trying to take advantage of the Delta backlash by offering appealing status match opportunities launched recently. Neither airline requires travelers to fly with Delta to earn status through the end of 2023; only proof of comparable Delta status is needed. JetBlue even branded its initiative as “Mosaic on the DL,” a playful nod to attract frustrated Delta customers to its Mosaic elite tiers. Meanwhile, Alaska is highlighting that its Mileage Plan program is the only loyalty program in the United States that awards based on distance flown rather than money spent.

Gary Leff, an industry analyst and founder of the View From the Wing website, notes that while JetBlue and Alaska are seizing the opportunity to attract dissatisfied customers, Delta’s quick reversal is not solely due to competitive pressures.

“Delta noticed [the status matches], but it mainly reflects deeper customer frustration,” Leff states. “They’re getting direct feedback from customers, monitoring social media, and likely observing an increase in cancellations of co-branded cards, though neither American Express nor Delta has commented on this.”

At the Rotary Club of Atlanta, Bastian mentioned that the program would undergo “modifications,” but he did not specify any additional changes. Instead, more details are expected to be revealed “in the coming weeks.” A spokesperson from Delta confirmed the CEO’s statements but chose not to provide further commentary to Dinogo.

While discussing the rollout of the September 13 announcement, the Delta leader compared it to “[ripping] the Band-Aid off,” suggesting that the changes were introduced too abruptly and intensely.

Leff believes that while Delta may reverse some of the previously announced changes, the longer-term strategy might already be set. “They don’t see the changes as a mistake, just the manner in which those changes were introduced,” Leff explains.