Delta Air Lines is revising its recent frequent-flyer program changes, acknowledging the concerns expressed by Delta’s faithful customers.
In a move first announced in mid-September, Delta is revamping its SkyMiles program due to supposed overcrowding at airport lounges and the growing number of elite-status members. The proposed changes set spending as the primary data point for achieving elite status, no longer considering flight count or miles flown. While these changes were designed to simplify the process, they significantly raised spending requirements for each SkyMiles tier.
In response to customer feedback, Delta Air Lines is now backtracking slightly on these changes. Flights and miles still won’t contribute to elite status, but the spending requirements will be adjusted downwards, to penalize fewer customers.
For instance, to attain Silver status, the lowest of four levels, members will need 5,000 “Medallion qualifying dollars,” down from the 6,000 initially proposed in September. Presently, Silver status can be achieved with as few as 3,000 qualifying dollars or points, or through accumulating enough miles. Similarly, the top-tier Diamond status will now require 28,000 points, a reduction from the previously proposed 35,000, though higher than the current 20,000 points alongside flight requirements.
These changes will be effective next year, hitting travelers who would qualify for elite status in 2025. Delta also plans to limit premium credit card holders’ access to airport lounges, though not as strictly as first suggested.
The airline’s initial proposal led to backlash on social media and prompted competitors like JetBlue and Alaska Airlines to lure Delta’s best customers with matching elite status offers. Southwest Airlines also announced plans to simplify their frequent-flyer program, recognizing the value of keeping loyal customers satisfied.
While these revisions may appease some SkyMiles members, others may still find the spending-based model unappealing, since it’s weighted strongly towards higher earning members who fly in business or first class. It remains to be seen how these changes will impact customer loyalty for Delta Air Lines in the highly competitive airline industry.