I’ve written a handful of posts about Delta SkyMiles in the days since the award charts disappeared. Most recently, I promised I was almost all talked out when it comes to SkyMiles and #AwardChartGate. So here we are at my last words on the topic of disappearing award charts and the path that Delta is taking SkyMiles until, of course, they actually say something about where the program is headed. I don’t wish to debate the merits of mileage- vs. revenue-based programs, though you’re of course welcome to do so in comments. What I really wish to do here is offer some unsolicited advice to Delta Air Lines. Yes, I know, they are just beside themselves waiting to hear from me.
First, I think it’s a safe bet that SkyMiles 2015 is here to stay. We’ve seen what earning looks like with the revenue model. As for burning, I think SkyMiles went revenue-based the day they went to a three-tier (later five-tier) award chart, but I digress. I know it’s not quite the same. Assuming Delta is about to foist a purely revenue-based burn model on us, my best advice to Delta Air Lines is this – be honest and upfront about it. I don’t get how anyone thinks it’s possible to keep secrets in airline pricing land anymore, so just say what you’re doing and stop the obfuscation. If you weren’t ready to go all the way, you should have left the award chart in place. Once you’ve settled on what you want the program to be, then tell everyone. Yes, communicate! Communication is something that seems sorely lacking from SkyMiles of late.
I suppose my “if I were Delta” moment could be summed in one simple phrase – tell the truth. Sometimes the truth hurts, some may not want to hear it. However, if Delta has decided to “go there” when it comes to SkyMiles, then telling the truth is the best advice I can give. All the half measures followed by the silent treatment are not working.
-MJ, February 16, 2015
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Bravo
Delta just continues to do it their way which is hide & seek,
Your comment is right on point.
Now all you need to do is figure out a way for us to fight back and feel good about continuing to fly Delta.
Thanks for the excellent blog.
Hi Marshall, I read you column all the time. I hope I didn’t tick you off with my response on profit. Here is the way I see it, loyalty should be a two-way street. As a manager, if I find that a vendor is lying, cheating and stealing from me, they are history. DL said there would be more level one awards. DL kept their promise by eliminating the award chart thereby secretly raising the redemption fares across the board. This cavalier change in attitude actually starting in 2013. I am a gold member of another airline. In 2013, DL… Read more »
Hi Steve. Thanks for sharing your thoughts. I should add that I don’t disagree with anything you said. Although I’m fine with it if DL thinks they need a revenue based loyalty program….my problem is the rollout, the lack of communication on recent changes, etc. I made a personal decision to not actively seek “elite status” this year. If I get it…fine. But I’m not spending a dime on my Delta Amex just so I can get 10K MQMs. I have LT Gold on AA, and in general, I’m only flying who has the best price and best schedule for… Read more »
“You want the truth? You can’t handle the truth!” – Delta PR
Just a note that I appreciate your level-headed views of all these changes/developments/conjecturing.
As a business owner, while I don’t like what Delta does to de-value, I understand their perspective.
As a business owner, I do not understand their lack of communication, as you point out. In business, with partners and customers – or in life, with spouses, family, etc – communication is key.
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