Boy did Delta botch it on the 14th with the new 2025 SkyMiles / Medallion program roll-out. The last time Delta did something this massive they “embargoed” the legend Randy Petersen and two media outlets with the news before it went live (side note TPG was not included and they were really mad. I found out about the changes on the way the day before but the PR team would NOT include me and even tried to tell me I was wrong). By getting “ahead of the wave” with these outlets the result was the messaging on the topic had time to be really well considered and to try to balance the small bits of good with the mostly bad news.
I hear rumors that this time TPG was embargoed this time with the news (since TPG stickers are after all stuck on the sides of all Delta jets) but someone in Delta IT flipped a switch too early with the news on Pro.Delta.com and the blogs jumped all over the breaking news. The results were as expected reactionary and all the nasty bits went front and center (there were NO good bits so that was way too easy to highlight the disaster presented).
One of the reasons I think Delta did not include more in the prerelease info was, as just mentioned, there is simply NOTHING good about the news Delta dumped on everyone who chooses to fly Delta. There was no purpose in sharing because there was / is no way to spin any of this in any positive light for anyone (well other than the insanely rich who are dumb enough to put $350,000 on a Delta credit card that can get so much better value on other cards).
But there is the thing that I do not think Delta has really considered with these changes. So many of us have put up with a great deal of frustrations with Delta because “it is all worth it in the end because we are whatever-Medallions“. That is, “I get value so I put up with this or that“. That is not going to “fly” in 2025. Let me hit these one by one.
- Published Medallion perks. Delta is wanting to reward only those who spend a TON of money with Delta and their travel agent Delta vacations. OK then the Delta employees better “get with the program” and not let SHENA visit and upgrade an employee over a Medallion or fly with empty 1st class seats rather than go onboard and pull Medallions from coach who have boarded or even LIE to a passenger who paid $7500+ for a Delta One seat and try to downgrade them to coach!
- GUC and RUC space. One of the reasons I think so many elites now, beyond the insane new requirements published, don’t mind going “free agent” is using things like Choice Benefits Global Upgrade and Regional Upgrade certs can be so hard that they are not going to miss them. A published benefit should be usable. If in 2025 elites get the same indifference from Delta it will NOT be acceptable. If an elite wants to use a cert Delta needs to make space available if a single seat is open – period!
- Amex BOGO availability. Delta is putting a lot of faith in people sticking with their Delta Amex cards and continuing to spend on them. Right now almost every single Delta elite I talk to says they let their BOGO or “buy one get one free” certs go into the trash can because Delta makes it so hard to use them. That MUST change in 2025 and like the GUC and RUC they need to be able to used on any flight that has two open seats. Functionality with a published card perk must be able to be used or we have yet ONE MORE reason to dump Delta Amex cards.
- Trained Elite Phone Reps. During the pandemic so many of the best of the best Delta phone reps went away. Right now we put up with having to train reps on the rules (or HUCB) because we know that with effort we can usually get fixed what we need fixed. Putting up with poorly trained reps at the top elite levels will not be tolerated in 2025. At least Delta has time to address.
- Premium Select Experience. I was on the inaugural Delta flight that debuted the PS seat and experience. I could have booked the new “Delta One” with doors (one of my dear friends did) but I booked PS to see if it was as good as promised and on par with other airlines. It was VERY impressive. The seat was and is good and much like a domestic 1st class seat. The experience was great with attentive flight attendants and the food was the same as Delta One but just on one tray. Heck the Delta CEO called PS a “business class product”. Now the service is the same as coach and food is pathetic and nothing like the competition. Delta must fix the PS experience before 2025 hits if they want folks paying for this (before we would just put up with it to keep our status – no more – just book a better airline).
- Flight Attendants Hiding in the galley. Delta flight attendants used to be the best in the air. Now it is hit and miss. With Delta prices, most times, at a premium to other airlines they better work hard to show it is worth spending more for Delta. If I am a Diamond in Comfort Plus (same crummy coach seat with a tiny bit more leg room) then I had better get – not just good – but great treatment every single flight. After all, other airlines even provide free food to their top elites who miss an upgrade. Poor service could really make the 2025ers question sticking with Delta yet another year.
- PFB. Speaking of the Delta service levels PFB or preflight beverage service needs to be 100% spot on consistent in 2025. If I am paying a premium or have spent a fortune to score a, ah hem, “free” first class upgrade I better be treated as a premium passenger and that includes offering me a drink before we depart. Hit and miss PFB is not going to be OK in 2025
- Forced gate checked bags. This point maybe should have been on the top of my list as many times the first interaction you have with Delta is the gate agent. A Diamond or Platinum, no matter when they arrive at the gate, should NEVER EVER in 2025 be forced to gate check a bag if they do not want to – find space in the closet or somewhere onboard. Forced gate checks of carry-on size approved bags will not be tolerated in 2025.
Do notice I have not addressed the value of Delta SkyPennies and the utterly absurd cost to book say a Delta One flight to Europe or other places around the world. Those who are choosing to stick with Delta in 2025 as a regular loyal flyer have accepted the fact that a SkyPenny is a Penny and that is the fact of the matter. Sad but true.
I think I have made my point loud and clear. Delta premium passengers are going to expect an ultra premium experience and things that have been tolerated and put up with right now and over the past few years are simply not going to be acceptable anymore. Delta, the entire organization, is going to have make sure that what they are selling us is provided or the very best (that is highest paying – not the most loyal and frequent) customers will be the last ones walking out the door to other airlines! – René
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Last year (2022) and this year (2023), about 75% of the time I’m on a paid first-class or business-class ticket. I’m not going to risk not getting an upgrade on a medium-haul domestic flight when there are 75 souls on the upgrade list for Detroit to Denver.
I would settle for edible meals. The meals are still lousy. About a quarter of the time they aren’t even catered correctly. Anyone remember the WARM bread that used to be served with meals of a certain length?
Pre-departure beverages are only given about 50% of the time now.
About 75% of the time flight attendants in first no longer proactively offer to hang a suit jacket or sport jacket.
Pillows and blankets in domestic first still haven’t returned.
The wine even in Delta One international business-class is on a par when what I can buy at a gas station in some states with liberal alcohol licensing laws.
I swear Delta has reduced the number of FAs on some aircraft. The 757 and 321 come to mind. Before the pandemic, you would have had one flight attendant serving drinks on the 757 and 321. Another flight attendant was dedicated to the galley and making/preparing meals. Now you generally have one flight attendant doing it all even though these are relatively large first-class cabins. It can take 40 minutes to get a meal and a drink now. Comfort plus is often served before the whole first-class cabin. It also doesn’t help when FAs don’t take meal and drink orders on the ground before departure. I don’t understand why that isn’t a service standard.
BTW, the big flaw in Delta’s new program is why would anyone spend a penny on Delta after hitting the $35,000 threshold since there are no rollover dollars or rollover miles?
Well any why would anyone spend a penny over 18K MQDs if they know they won’t make Diamond? I’m in that boat and if I make 18K next year, I’ll instantly switch because spending between 18K and less than 35K is a total waste.
For those who remember – this is exactly what DL observed when they went to the MQM system. Customers who hit their MQM threshold abandoned ship to make status on other carriers. That is why they implemented the rollover scheme so that the customer could continue to earn towards future status by sticking with DL.
So you are saying upper management decided to roll out something that didn’t work last time in the theory that it would work this time? I never saw this in all the years I worked for fortune 100 companies /s
While a lot of folks are already clued into the Skymiles changes, a lot are not. When they realize at the end of 2024 that they’re not going to get the same status, despite spending / traveling the same amount as they did in prior years, a significant number at the downgraded Diamond/Platinum levels are likely to look elsewhere. Depending on how many that is will determine whether Delta backtracks on some of these changes.
So many self centered flyers that put their small bag, etc. up in the compartment that could easily be put under the seat in front of them, thus freeing up significant space. Lots of lazy, self centered “I deserve this” flyers. Unless you have a medical condition, I would like to see a new policy enforced that says if you have a small bag, briefcase, back pack, etc. it must go under the seat in front of you
@Dan – A bit off topic but maybe worth a post in the future to address this.
I would look forward to that post. I am of the opposite view: If all I have is one small item, or one that will fit under the seat in front of me but take up all of that space, then I should be able to put it in the overhead bin… because I didn’t choose to bring so much on the airplane that I have to use not only the shared storage but also my personal space.
Agreed, I carry a backpack onboard and put it up, it’s all I take on the plane with me and that’s the space allotted to me. Why should I suffer because someone decided to pack a suitcase and pretend it’s a carry on, plus on the 321 half the first class seats can’t fit an item under the seat
As a tall road warrior who has to check tools and only boards with a backpack I’d switch carriers over that!
Rene,
If I’m paying a “Premium” and travel lite, especially at 6’3” 240lbs, I’ll be “damned” that couldn’t use the overhead space on the aircraft so some “entitled” medallion could bring on 3 bags, including their oversized and overpacked “backpack” who insists on turning and “whacking” me in the face/ shoulder all the while that same “backpack” lies in urine on the men’s room floor. UNREAL “entitlement”
Um, no. I have big feet. I actually use the quite limited sapace under the seat in front of me for my feet. The size of my feet is not a medical condition. I carry a small bag containing my laptop which must go into the hatrack. Of course, i often am in Row One with a wall in front of me and no space on the floor. Yes, I understand that the ULCC-imposed culture of massive rollerbags in the hatrack; you are not entitled to the space above my seat that already isn’t taken up by bags belonging to obnoxious flight staff and their special friends.
Rene,
I’m a long time Diamond and agree 100 percent with your comments. Delta just slapped every medallion across the face with these changes. I never thought I’d say this, but I’d rather connect on another airline than support Delta after this announcement. I can save money, experience more and worry less by just booking on Alaska, Jet Blue, American or United in a premium cabin.
Good luck Delta. “Bye Felicia!”
I think the article does a good job of trying to place the onus on the airline but realistically speaking, Delta seems to be less concerned with what we think versus what revenue targets corporate has in mind. They are resetting the baselines for revenue and nowhere in their message is a reset of their service as in, we are going to match your level of spending with unparalleled service. The sad reality check is this is a one way road and either stay on it and shut up or exercise your rights with your dollars and take your business elsewhere, which is what I plan to do.
I agree. Delta has made significant program downgrades in the past with major growth the result. It was the old “Bear joke” – I don’t have to be faster than the bear, just fast than you. Delta just had to be better than AA and United. They may have overstepped on this one, but we shall see. If you spend more than $35K in Delta tickets, you probably can’t wait until 2025. Question is … how many will be satisfied with Gold and Platinum and how many will “go for” Diamond – all continuing to fly Delta. They have in the past. (Ps. I won’t be one of them)
Rene you missed, by far, the biggest DL frustration and that is their horrific IT. Many times I cannot do very simple things online. Nowadays I can only pull up my seats 50% of the time.
I will no longer seek to attain Gold or Silver Medallion status after 2024. I will continue to fly with Delta because I like the airline. Delta (and AMEX) will lose my co-brand credit card spend though. With the Delta Platinum card, I spent to get the MQM boost. I never used the Companion Certs. I have no incentive to keep that card, so I plan to downgrade it to a Delta Gold card. My card spending will go from >$25,000 to <$1,000 annually. There are much better rewarding loyalty schemes and travel redemption awards elsewhere.
When I travel, I go right to the Delta app because I have status and club access. I usually have cheaper choices but go with Delta because I have a naive sense that if I am loyal to them, they will throw me a bone or two in return. In 2025 everything goes away for me. I will be an airline free agent then and Delta will probably lose most of my business. Not angry with them. Just highly disappointed.
Agree on all of the Delta issues…
The real question is…we are all complaining online….pretty sure delta reads all of these posts and laughs. Only if there was an organized protest which really hits delta in their pocketbooks. Alas it will never happen. Demand is too high and capacity is low. So they have no reason to give back…it is a seller’s market.
My wife and I have been ultra loyal Delta people for years including the reserve card. Between the club access and rollover, I could justify the exorbitant annual fee. Now, we will maximize what we for the next 4 months and then become free agents and likely dump the reserve card at that time. It’s unfortunate but since I don’t make millions I’m obviously fodder to Delta now.
The nails in the coffin. Delta cobrand no longer needed and my Platinum membership for the last 5 years also not required. RUC’s are useless. One can not use them. When you think you’ve booked them properly, surprise, you didn’t, and you’re in economy with no time to reach anyone.
Two million miles on Delta and Diamond for many years.
It doesn’t appear Delta cares about their customers anymore and I’m not spending extra to fly Delta.
I normally would always fly Delta (if service was available) even when it cost several hundred or thousand dollars more for the ticket.
NOT ANYMORE, Delta after 20+ years with you. I’m done, you screwed me for the last time.
I’m a loyalDelta flier for 25 years and a million miler. I fly Business on long haul flights anyway so why should I pay more to fly on Delta if all they care about is the dollar and not my loyalty? I’m with you. I’m done being loyal.
Also a Diamond Million Miler. I’m going to enjoy 2024 but I’m switching my credit card to American so I can start working on that status. I live in Chicago and only flew in Delta out of loyalty. Those days are done.
Just out of curiosity — is there something about American you prefer over United? I ask because I foresee more Chicago-involved trips in my future and would love to get your take as a local.
I appreciate the post, but it is not all gloom and doom. This weekend I flew round trip as PM with spouse. Paid for one coach RT ticket and used the companion cert for the other. Complimentary FC upgrade cleared in one direction and automatic Comfort+ the other. Pretty good value. Even with the bad east coast weather, both flights were early, crew was attentive, and a pleasant flying experience in both directions. Just for a little perspective, since it is often easy to complain when things go wrong. Let’s see how 2024 shakes out.
@AI – Oh I am not saying there is not value in Delta going forward for 2025 but they have to make all the things they offer WORK and work well. This is especially so when they have not offered anything better for 2025 than what they currently have.
@Rene……like their “Dedicated Diamond Agents”…..we all know its just priority on the line and not dedicated agents and their IT!
For sure. I have learned a lot from you Rene! Thank you for your diligence. Call me crazy, but I do still try to see the glass “half-full” and I think some of the “card-cutting” might be premature.
Your line items are right on Target!! I especially agree with the Companion Tix(some airport I am told by Phone agents never ever have seats for companion tix use).. we can never use the RUC’s to upgrade on domestic flights –only GUC’S….
The last four bullet points also affect people that pay for premium seats. It seems like Delta should have sufficient incentive to fix these problems now since those customers could just as easily pay for a premium seat on another airline. Perhaps the reduction of Medallions chasing status on Delta by purchasing premium seats today and becoming free agents in the future will have an effect, but I am skeptical.
I will stop chasing Medallion status, but I am a million miler with yearly “gifted” SM status until Delta takes that away. I expect I will still be flying Delta quite a bit because it will make the most sense for me.
In all fairness to Delta, my MQD spend this year is only $764 and I would have easily been a PM for the next four years if I kept the same spending pattern on my Reserve card, so I can understand why something had to change.
Great post and thanks Rene and Chris for keeping the conversations going.
I have been a long time DM and soon to be MM, and was looking forward to ‘going the miles with Delta’, prior to the changes and, continuing to pay higher prices to fly them for the trade-off’s.
I too will be a free agent after 20+ years of loyalty to Delta. They have given me the boot and so will I. Cancelled my Amex Platinum and Biz gold, and at renewal, will downgrade my Reserve to Gold. Already moved the rest of my year end travel spend to the Venture card and Chase.
My Reserve card will stay tucked away till I downgrade. I’m done with Delta just as they are with me!
The service drop in Premium Select was huge after the COVID era. Flew LAX to Sydney in ’19, and thought it was great service…..then DTW to Amsterdam, RT DTW to Heathrow and RT DTW to Seoul this year. Service was horrible, food was bleh, one drink service and the flight attendants disappeared……then bitched that a couple of passengers were stretching their legs near the gallery / restrooms on a 14 hr flight. Been Diamond for the last 7 years and flew 140-170 segments a year. Delta has lost my loyalty.
I’m Platinum, and, apart from one route that I take with some frequency because it is nonstop and several well-timed flights in one day. Otherwise, I really don’t get any added value from Delta. The food and beverage options, if any, offered by surly flight staff, are no better than other domestic carriers. I bring my own water bottle and own granola bars. I also bring my own book, because the movies offered are poor (Nothing like Emirates) and I can never figure out the audio system. And I’ve never used the three checked bags. I only check one or two free bags. I’m seriously considering matching my status to Frontier. Frontier can’t be any worse, and probably has fewer overly-entitled million milers traveling on their employer’s ticket.
Rene,
Well said, however, I have a few suggestions. If it’s ALL about “Revenue Management” and the “share” price, then WHY not limit the number of NRSA per flight, use the additional seating as “Basic” Economy, USE the “bidding” system like Singapore Airlines for International “Business” Class upgrades and restrict ALL NRSA’s to International Economy, because “hey” , It’s ALL about “Revenue”.
“Shenia’s still exist, especially in ATL, seats are still going out in First/Business with upgrade lists in the 50’s and the overall Delta employee experience in ATL is horrendous! Did you realize that there is no longer a “Sky Priority” baggage claim office in ATL? Sky Clubs that aren’t “busy” still won’t allow the 3 hour rule to be “flexed”. I happened to eat on Virginia Avenue today next to several Delta “shirts” and they “LAUGHED” at our expense with the statement, “We still go International Business ALL the time”. I’m afraid they don’t understand the “breadth and depth” of their changes. As Clark Howard said today, “BURN your “Sky Pesos”(even though in the short run it’ll help Delta get their “liabilities on the spreadsheet down”, however, NO more “bailouts” from the next pandemic or war!
There was one good part – being able to pool airline and credit card spending. The issue is that the thresholds were increased to the point where this good change will have no benefit for most people.
Well Delta is targeting to get to net zero emissions soon…. dumping a bunch of loyal passengers will help tremendously toward that goal. Well played Delta. WELL PLAYED!
I am a Diamond Medallion of many years and a two million miler. Sad to say, the posts are correct. Delta is seeking to hit revenue targets, not serve customers. Lots of details about required spending, but little about service. So sad. Disrespectful. And raising required spending limits so much? And mileage award tickets? Time to transfer to United or AA for us frequent fliers. Aren’t they offering to honor status for 12-15 months?