Monday, December 8, 2014

Don’t Be Fooled By Today’s Big Marketing Announcement from Delta (It’s a Devaluation)

Delta is rebranding BusinessElite as Delta One and their extra legroom economy product as Delta Comfort+.

Delta One, First Class and Delta Comfort+ are getting new seat covers.

Delta 737 first class

Over the weekend Delta eliminated free drink coupons for Gold elites and higher checking in online who had not been upgraded.

Effective March 1, though, Comfort+ passengers wil receive “complimentary beer, wine and spirits or premium snacks.”

In other words, as long as elites have extra legroom seats they’ll still get their drink (although they go thirsty for a four month interim period). There’s still bad news here for Gold elites, though.

‘Or premium snack’ is a plus, but it’s hard to get excited about something they used to give and then took away but are giving back. (Full disclosure: I would get excited if American brought back the chocolate chip cookie that they used to give and then took away, so there are exceptions.)

While the industry standard for extra legroom coach seats has moved to being available complimentary to 50,000 mile elites and higher at booking and at check-in for 25,000 mile elites (rather than complimentary elites as it used to be), starting March 1 Delta will offer extra legroom coach seats at booking to Platinums and Diamonds and then:

  • Golds 72 hours out
  • Silvers 24 hours out (check-in)

In other words, the good news here is new seat covers (can I get a harrumph?), and the bad news is that Golds no longer get it free at booking.

Just like when Delta announced the introduction of ‘Sky Priority’ and the only real new benefit at the time was those drink coupons, this big marketing announcement is more about branding than substantive improvement.

Don’t be fooled by the marketing video:

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The post Don’t Be Fooled By Today’s Big Marketing Announcement from Delta (It’s a Devaluation) appeared first on View from the Wing.

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