Delta Loyalty Program Uproar: Airline Reverses Controversial Changes Amid Customer Backlash

Delta Air Lines is revising certain modifications made to its SkyMiles loyalty program, which had garnered negative feedback from frequent flyers. The revisions primarily cater to highly dedicated travelers who have accumulated substantial status over the years, in addition to business travelers and holders of Deltas (DAL) credit cards.

The recent announcement maintains the major changes made to the loyalty program last month, which shifted its focus from miles to spending. However, the airline will now provide frequent flyers with a more attainable path to reach specific rewards thresholds compared to the initial changes. Delta CEO Ed Bastian acknowledged the need for modifications to the program last month but downplayed customer dissatisfaction, stating that similar spending-oriented loyalty programs exist among other airlines.

Bastian stated that the increasing number of customers we are attracting surpasses the assets we have available. The changes include reducing the requirements for earning Medallion status and granting higher lifetime status to travelers who accumulate millions of flight miles.

The company has also relaxed some of the stricter limitations on accessing Deltas airport lounges. Now, multiple visits within a 24-hour period will be considered as a single visit credit. This change will particularly benefit frequent business travelers, a highly profitable customer segment that has been traveling less due to the shift towards virtual meetings during the pandemic.

Moreover, credit card holders will now receive an increased number of visit credits compared to the program modifications implemented in September.

Bastain admitted at a Rotary Club of Atlanta event last month that Delta had gone too far in revamping its SkyMiles program and lounge access policy.

"We wanted to swiftly address the issues and avoid having to make constant changes and adding petty fees every year. However, I believe we acted too hastily," he stated.

Delta experienced a surge in elite status holders, leading to a high demand for premium services such as airport lounge access. This overwhelming demand overcrowded the lounges and hindered the company's ability to serve customers effectively. Additionally, phone lines were jammed, and staff members were swamped with seat upgrade requests. The implementation of the new program is slated for 2025.