When I stared blogging over a decade ago, as the blogger “Delta Points,” I relished a light-hearted “blog fight” between my friend Gary or others here on BoardingArea in defending the value of Delta SkyMiles. Back then, if you worked it, you could get incredible value in business class to Europe for 100,000 points round trip and even tack on an extra segment at the end as an open jaw for up to 1 year free.
It. Was. Glorious.
I did not know it at the time but this was really the high point for the value of SkyMiles, with a steady drop in value from the beginning of the EOS or the hated “Evolution of Skymiles“. One of the first really nasty destructions of value was the end of stopovers on awards. Speaking face to face to one of the heads, at the time, of SkyMiles, at a private event, I was arrogantly told, “don’t you like paying for two tickets” vs. just one with a stopover?
I. Was. Flabbergasted!
From that point, the race to the destruction of real value was on. No warning award chart “enhancements” hit again and again, sometimes even twice in a year. Delta SkyMiles showed no shame or remorse for these hits to loyalty. Heck, during the middle of the pandemic, they even destroyed one of the few remaining values, that is, using SkyMiles in business class on partners at a “reasonable” price.
Why, for so many years now, has Delta “gotten away with this,” you may be thinking? The reason really is simple, as Gary posted here.
“…It’s because they can get away with it, and customers keep earning Skymiles and signing up for the Delta credit card.” and “As long as customers keep engaging with Skymiles, they have no reason to offer better value to members.” – BOLD MINE
And there you have it from the head of Delta Skymiles no less.
They can keep destroying value, keep changing things without notice, trash partner award value, and on and on. Because flyers keep taking the constant abuse and then keep coming back for more.
I, for one, am not “part of the problem.” As you can see, I do not hold a Delta SkyMiles credit card and have not since almost the start of the pandemic. I reached the point where I could not take the abuse from SkyMiles anymore. I did reach Diamond again for 2023 but as you can see, I did not overspend by much on my Delta and partner tickets (ya gotta admit, clearing by $3 is kinda epic, right?)! I am also burning my what was once a sizable SkyMiles balance down to a much more reasonable sum to hold on to.
So, what will it take to change things? What will possibly motivate Delta to change?
Clearly, Amex has to become as disenchanted with Delta as I now am. They have to see a steady and solid drop in new cardholders and folks blindly spending on their SkyMiles credit cards.
Will this happen? Here is what I see next.
I do think we are at a tipping point and neither Delta nor Amex see it yet. When you see things like this on FlyerTalk it should be a wake-up call. But changes will not happen overnight. So what next?
To stem the bleeding of the seemingly never-ending cash cow of new customers they will increase the new card bonus offers to eye-watering amounts. For example, even with the shift to the value of a SkyMiles around 1 cent, a 150,000 point new card offer is “worth” $1,500 in the minds of a “normal” Delta flyer. If 150,000 does not work then 200,000 and so on!
This will work for a while — and Delta can keep right on doing to SkyMiles what they have been for years and years now.
At some point, all of this will have an impact. I fear it will take many more years and many more cuts and devaluations before we reach that point. I, for my part, am earning points I can use either cash back or points that retain value and can be transferred to other airlines to still get value for my spending dollars. You? – René
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I last used cash + Skymiles in a trip to the Caribbean. Even so, I had to pick a painful transfer through JFK to get there. Skymiles no longer attract me. Discount tickets only get me 5% of actual flown miles. It’s all about tricky MQDs in appropriately classed partner flights.
Loyalty doesn’t matter. I just buy the first class seat; but, even then, I don’t get the hand-written thank you note like I did just a few years ago. As an average loyal but only Gold Status not quite miilion-miler flyer.
STOP the “+1” PERIOD. The ATL-LAS runs are killing me as a “Platinum. I laughed at the quick post/removal on “Twitter” about ONE solution being floated that Delta will charge $50 per year for Diamonds in addition to the Reserve Card, Platinums would be charged $150, Golds will be charged $250, and all others $350 in addition to the yearly RESERVE card fee AND NO more $39 Platinum access! It posted last Wednesday and was DELETED within 2 hours. Word spread around the ATL Skyclubs quickly. ANOTHER TRIAL balloon. Couldn’t get into several clubs, ridiculous. DELTA has a problem with more and more access with AMEX. You’re right, Free Agent and dropping both Amex. Tried a tent coach miles ticket from ATL – BKK for 300,000 + during December. One drink service on a 3 hr 49 minute flight in Comfort+. Asking for a second, the “newer” flight attendants have a canned answer of, “ Will be landing shortly”, 2 hours later we landed.
We did ATL-SEA-HKG for 80k in biz in 2018 to burn the last real stash of SM that wife had. From then on, we just burn them for domestic at ~1.25cpp and use miles from other programs for international biz. I’m fine with thinking of DL as a domestic airline living in ATL. I don’t want to fly old 763s internationally anyway.
Killing the value of Globals did it for me. Now I have AA EP which brings me more value. Systemwides do not requiere me to buy Prem Ec to upgrade to Business and with Loyalty points it is easy to get almost 10 a year. Let’s see how long the cheap rude lasts on AA.
I remember flying from LAX-BNE on Malaysia in first on a 3-class plane on a 120,000 mile NWA award ticket. Where would 120,000 get you today? DTW-LGA in coach on some days? Upgrades are undependable even for diamonds, so I either buy FC on Delta or another carrier. I actually just used my first global upgrade a few weeks ago (after getting them and letting them expire because you could never find availability) in 10 years of getting them. It might not have been worth the hassle of the multiple phone calls and an hour on hold that I ended up having to endure.
10 years ago the idea of me flying another carrier would be unlikely. 20 years ago flying anybody buy NWA pretty much impossible. How many people like me are there? How much cash that would have been spent on DL is going to other airlines? When capacity catches demand, I’ll be choosing on route, time, and price in that order. Loyalty will be a distant 4th….
I am moving away from Delta. This year only spent enough on a Delta Platinum card to qualify for Platinum next year. Have been Diamond for nearly a decade. Business travel is all switched to other carriers as Delta keeps showing me it doesn’t value my business as a loyal customer.
I gave up on Delta in 2020. Zero flights since then. All good with me.
Without any age documentation of the current flyer I will respectfully disagree. As we older guys and gals work our way to retirement there is a new generation in our rear view mirror … or in the seat next to us.
Those of us who grew up during the launch of the first frequent flyer program (American) and the others that followed through groundbreaking yield management software enjoyed decades of perks when even a 20,000 coach or 25,000 FC domestic on Delta was the norm. We miss the free domestic and international stopovers, as well as the 2 or three free day car rentals and free hotel room or two … all tied to the redemption.
Delta is now catering to a far younger demographic who has no memory of what we experienced. Heck, it’s nearly impossible to earn a free ticket anymore like I did flying for a non-profit with a tight budget. But I was still able to become a 2 Million Miler and Lifetime Gold over 30 years.
My kids are now enjoying my extra miles as we burn off my career balance and my wife and I enjoyed a nonstop this month from ATL to Milan in DL One for 440,000 total. Now it is 925,000 for two tickets October ‘23.
Bottom line … no, DL and all the others have no need to bring back the Good Old Days for a demographic that will be off the scene before too long. The next generation will buy their way to highly restricted “free seats” with a crazy connection or two plus layover through credit card spend far more quickly than by purchasing full price tickets to get 100 percent mileage credit.
It’s futile to expect anything different.
All of this is your opinion… Let’s deal with facts
1) Both Amex and Delta report record engagement and spend on Delta branded cards
2) Metrics like upgrade lists, the amount of people in SkyClubs, and Delta’s move to increase requirements for status indicate more people are involved in the elite program than ever
3) Metrics like market share at airports like LAX and BOS suggest Delta is as competitive as ever as an airline
Clearly some people are getting stuff they value out of the Delta relationship, even if you aren’t. I spend $30K to $60K on my Delta Reserve every year for the MQM boosts and MQD waiver. They have helped me reach Diamond, which I value.
@Rene, I carry both the DL Plat amex and Reserve Business As well as a business amex platform card (not delta) I was using thr companion tickets which paid for the cards and the cost of an additional reserve so my +1 gets free skyclub access was worth the costs of the card. Now with such low availability of tickets for the companion fares, I want to drop the DL Plat and maybe replace with cap1 venture x? (I think that’s what it is) as I can get additional cards for +1 and her daughters which access priority club.
Slightly off topic, but curious to your thoughts.
I like the Capital One Venture X because it earns 2X points (at least) on every purchase, has up to four free additional cardholders, and is easy to earn back to the annual fee.
The additional cardholders get access to the Capital One lounges (currently only one in DFW but several more opening) and can enroll in Priority Pass.
@Gregg G – For me I get great value from my non-Delta AMEX Platinum as there are so many great “Offers for You” deals that I can harvest more than enough just from those to pay the yearly fee. C1 Venture X is a solid choice. I love UR points to for me Freedom Unlimited is often a card I spend on. I use my CSR for all travel.
Companies would be better served if they eliminated loyalty programs all together. Imagine how better your life would be if you did not have to waste your money and precious time to take a mileage run or come up with creative spending just for the possibility of getting an upgrade or some sweet free drink certificates. Companies would love it since they would not have to listen to a bunch of whiny entitled adult babies complaining no one wrote them a thank you note for taking a flight .
People are still going to fly, stay at hotels etc. However, companies would be forced to compete for your service via better pricing, service, something that would be beneficial to everyone.
Well said.
“Because we can” and “no matter what we do, they keep coming” is what is happening in the hotel loyalty programs.
If dissatisfied loyalty members do move the revenue needle, they won’t care.
Another transit through lovely Atlanta on a Sunday morning the (9:30) the 13th and the Concourse B Delta Crown room, good old days! (sky club) waitline is out of sight. the red coat is rude to people walking up in disbelief.
Unbelievable that Delta has no contingency plan, such as expansion of clubs given this ridiculous overcrowding situation. as a 2 million mile Diamond , it is very disappointing , traveling with my spouse on a trip to not have access to something I actually pay for. Bad move and performance Delta.
This year’s Platinum RU’s were nearly worthless for me. My set of flights is the only nonstop pair between CVG-LAX, and inexplicably they started requiring a global upgrade cert for those flights instead of a regional! So now I have to be waitlisted and those flights are full all the time. Despite many attempts to use them, I’m finishing out the year and losing those “unused” RUs (all four them actually) because I always fail to get the upgrade.
I feel like Charlie Brown playing with Lucy to kick the football. They give a perk and then work hard to make it impossible to use. I have provided that feedback to Delta on the RUs and so far no response at all. I’m starting to feel really taken advantage of …
Salt Lake or Seattle to Bangkok years ado was 120,000 R/T Delta One. Then went to 240,000. Now they want anywhere from 500K to 700K. I am a 2 Million Miler and have Delta Cards since 1988. I am about done also. Will use Delta to another International hub and use a higher rated airline at half the price!
A few years ago, I wanted to try Delta out as my main airline out of SFO. I had segued over to United from Continental. I doing many trips to Atlanta and Minneapolis. Delta had a great reputation for Customer Service. I flew, I got CC bonuses, I learned all about SkyMiles. I schemed to earn as many SkyMiles as possible. But it’s all for naught … Delta is now a complete disaster when it comes to customer service.
A good example is a flight purchased with cash and miles. Delta cannot “give me a credit or send me a refund” for that cancelled flight during the virus hysteria. I “must talk with an agent” to separate the cash portion from the miles discount … and nobody will answer the phone. This has been going on for SEVEN MONTHS. One chat agent even told me that I’d not get the miles back at all. Just had the same issue with United … they answered the phone promptly and unscrewed it all in ten minutes. I am absolutely disgusted with Delta.
Part 1) Within $3 is epic, for sure! Part 2) The pandemic has left us with some forced competition. I especially think of Fifth Freedom flights. JFK to Frankfurt or Milan on an A380 in a lovely business class lie-flat with good food at a cash price WELL BELOW legacy US carriers? Yes, please! I booked my wife JKF-FRA non-stop the day after Christmas on a Singapore Air A380 for ±$2,000 with the option to credit the fare to her United frequent flyer account. Score! (I snagged her a good deal on B6 MCO-JFK on an E190 extra legroom coach for sub-$200) In other words, your point from years ago to become a free agent has rested well with me. I actually continue to carry the Delta Reserve because of the upgrade tiebreaker on low-Medallion flights (6AM midweek MCO-LGA on the A321ceo often has HALF the forward cabin vacant).
@Corbett – Wise words my friend and as always much appreciate you.
I am 1K with United (which I love) and Gold with Delta (meh). I flew Delta with my family recently and even getting Comfort+ was impossible. I can choose extra legroom seats with United upon booking.
Will drop down to Gold on United in 2023 (can’t spend so much personal funds on United anymore after the death of business travel) and Gold on Delta. Will keep pushing for United Gold in 2024 but not interest in remaining Gold with Delta. Better to simply use transferable points (Chase, Amex etc.) or just pay cash for upgraded seats.
Around a decade ago I joined Skymiles and quickly became a rabid fan. I spent all possible charges on my DL credit card and would only fly Delta if there was anything resembling a choice. I was Silver year after year but never once got an upgrade. Delta did manage a series of highly impressive screw ups though, like leaving me without clothes in Crete for almost a week and canceling 4 consecutive flights (including mine) to Atlanta due to “weather” when all other flights in the region were unaffected. It got to the point where even considering flying Delta was a guaranteed fight with my wife.
Then there were the unending series of devaluations. When Delta pulled three in one year during the pandemic, I just gave up. I canceled my last Skymiles Amex card and am just waiting for some halfway convenient chance to burn my last miles. I’m an American EXP and am much happier. For me to even consider going back, Delta would have to reverse at least the past five years worth of devaluations. As that’s extremely unlikely to happen, I’ll just stay away.
1) You mention that Delta Skymiles are not currently very valuable. Do you think this will change in the future? If so, what do you think needs to happen for this to happen?
2) You mention that Delta has made some changes that have made it difficult to redeem Skymiles. Can you elaborate on what some of these changes are?
3) Do you have any tips on how to best use Delta Skymiles, given their current value?
Thank you for your time!
Lewis @
@Lewis – As mentioned in the post, I think it will take getting to the point that AMEX has had it and that will only be after they are forced to offers massive new card offers to keep the stream of new sign-ups going. If we have to get to the point that it takes say 250,000 Skymiles to get someone to sign up for a card then Delta will have to make changes and offer value again. As to difficult, I mean in getting value. If you are simply paying a penny a point and say paying 600,000 Skymiles for a business class ticket to Europe – that is easy – but not valuable at all. Lastly, for me, when it comes to value it means searching over and over and over and over again over a period of year until you see a lower Skymiles award. Also checking nearby airports constantly as well. Lastly even booking cheap coach and then checking for cheap miles upgrade prices. The latter is much less frequent than it was even just a few months ago.
I expect I’m among others searching for end of year DL MQD runs, and what have I noticed is the ELIMINATION of many non-stop routes between ATL and cities such as ATH, MAD, BCN, VIE, etc — it appears that all of those planes will be used on non-European routes from now through Feb and March. I suspect they’ve colluded with KLM/AF to make most people route through AMS and CDG, which also means forgettaboud using those GUCs.
Delta changes when they realize they have cut everything too far. Has anyone flown Delta One lately? I’ve done three trips to Europe in 6 weeks. The cutbacks are just amazing. The wine is now $5-$10 wine. On my recent London to Detroit flight, they were serving the same white wine in economy as in business-class. Only “premium” wine was the champagne, which, of course, they don’t proactively serve. The Delta-branded prosecco is what they push everyone to drink. The new amenity kits don’t even have mouthwash or hand sanitizer. The post-meal dessert cart with cheese is long gone. The quality of the soft Delta One product is very, very weak. And that’s the product they want people to pay 700,000 miles or $7,000 for!
@FNT – Who would ever have believed that AM could give DL a run for the money when it comes to food, wine and service? Your comment is spot on. Thank you.
I’ve done Paris to Mexico City with Aeromexico and was impressed. Exceeded my expectations. On the other hand, Mexico City to Chicago was iffy. Service was great but the food borderline inedible and the wine just as bad. The best part about flying Aeromexico out of Mexico City (besides the MQD) is Aeromexico allows you to change to Air France’s flight in the event of IROP or flight schedule changes.
Last week I returned from Dallas and I was number 12 on the upgrade list (as a Diamond) because there were people above me that had decided to use their upgrade coupons. Given that it was a three hour trip, I can only assume they were trying to use them up at the last minute because there is no other reason why anyone should waste a global or regional upgrade on a three hour flight. I actually contemplated doing that myself but thankfully I left it too late.
Then there is the fact that there were lines to get in to all the clubs I stopped at.
When it comes to the point where you can’t get an upgrade even when you are top tier and you are forced to waste a valuable coupon because Delta lessened the life of the upgrades by a year, then it is time to start contemplating whether it’s worth striving to get this top tier status, especially now they are making it even harder by increasing the thresholds. They won’t extend the life of the certificates because they have already extended them (thanks Delta but I didn’t need your extensions in order to use them before they expire – but I did lose a year to use my 2022 ones because of your new expiration policy).