Programs: DL Silver, AA LT Gold, SPG Gold, HHonors Gold
Posts: 2,509
Delta's top HVCs - graduate class project
I'm currently in a graduate level Marketing program at NYU and for our class project (a 2013 marketing plan), my group went with Delta. I thought it would be fun to put to paper a lot of what I banter about on FT ;-)
One (but not the only) focus of the plan is around building the High Value Customer base through a multi-prong approach that centers around an exclusive program loosely modeled on AA's Concierge Key or UA's Global Services - but invite only and based on revenue and ticket types. (It would not overhaul the existing FF program and would not be a 5th tier status level).
I could go into more detail but for now the reason I'm posting is that I'd appreciate some direction in how to best research that segment - both what Delta currently has at the top tier and what share can be gained from AA/UA. Googling Delta HVCs and related terms mostly pulls up SkyPriority and the Porsche ;-) The 10K doesn't break it out in a useful way for us. We are really interested in the top of the top. Someone that spends mid 5 to 6 figures a year on air travel.
Any thoughts from the industry folks? (or, of course, from anyone else )
Programs: DL Plat/million, AA 1 mil, HH Diamond, SPG Gold
Posts: 16,388
I don't believe you'll find those data in the public domain - certainly not comprehensive and comparative data. There are plenty of anecdotes from 'self-identifiers' across the forums of FT; those will have dubious value in attempts at rigorous analysis.
suggest looking at public filings. otherwise, I would assume this data is highly proprietary and something airlines would not be interested in divulging to the general public. maybe you could contact delta legal and ask for the information after signing a confidentiality agreement.
Can anyone point me in the direction of data on Delta (and industry) HVC figures?
If you don't find it in their financial statements you might want to listen in on an earnings call and maybe ask a question. I can't imagine finding this sort of thing using just a google search.
You might even try emailing a question to their investor services department.
You may want to look at the Bureau of Transportation Statistics. They compile all kinds of interesting data about airlines. I don't know specifics, but with a few assumptions, you might be able to get some good data.
Programs: Feels like FO (DL DM, CO-G, United PE) - by choice!
Posts: 1,433
Quote:
Originally Posted by 3Cforme
I don't believe you'll find those data in the public domain - certainly not comprehensive and comparative data. There are plenty of anecdotes from 'self-identifiers' across the forums of FT; those will have dubious value in attempts at rigorous analysis.
This. The only relative approach vector that I was made aware of was special event documentation. A couple of years ago, some of us got a very nice invitation to route anniversaries. Mine was for JFK-TXL to which I was unfortunately unable to attend. A friend of mine was going though and they thanked him for being their #5 or something Berlin flyer. We assumed that the invitation was only send out to HVC's since a couple of GM's and LUT PM's from our company were not invited but one particular PM flying fewer, however, in paid J.
The TXL station manager (or some guy from the DL office FRA) had a slide deck with anonymised metrics of top flyers on that route.
__________________ DL '12 SEG'S 38 MQM 137000 CO|UA '12 EQM 2000 - Loyalty should go both ways but DL is trying the one way street on me.
Please restate your question/request in 20 words or less.
Separate, but related idea because getting hard data will be a blind alley.
Take a look at their website, then look at the thread on this forum and the ones about boarding and upgrades etc and you'll see some anododal data that you may be able to use about what some of Delta's regular customers think about how Delta treats them.
Programs: DL Silver, AA LT Gold, SPG Gold, HHonors Gold
Posts: 2,509
This is great, thanks! I need to take some time to go through it but seems to have lots of great info.
Btw- I guess I thought it was obvious as a 10 yr FTer and contributor (I'm in school part time but neither young nor inexperienced in the travel business), but I do know by heart nearly everything Flyertalkers think about Delta and what the 'relative' HVCs here would like (can you say SWU upgradable K fares? ).
That's why I'm doing this - trying to cut my teeth on program enhancements using marketing science rather than armchair Flyertalk-style quarterbacking.
My plan already has lots of fun stuff that regulars here would enjoy (If they qualified under my plan!! Few would).
The point of my question was really to find some hard data to back up the plan and - as many of you have noted - it's hardly in the public domain....
Thanks to everyone for the suggestions!
Quote:
Originally Posted by mikehillwig
You may want to look at the Bureau of Transportation Statistics. They compile all kinds of interesting data about airlines. I don't know specifics, but with a few assumptions, you might be able to get some good data.
Btw- I guess I thought it was obvious as a 10 yr FTer and contributor (I'm in school part time but neither young nor inexperienced in the travel business), but I do know by heart nearly everything Flyertalkers think about Delta and what the 'relative' HVCs here would like (can you say SWU upgradable K fares? ).
Just upgraded a K fare with a SWU a few weeks ago....
Programs: DL Silver, AA LT Gold, SPG Gold, HHonors Gold
Posts: 2,509
Haha. International K fare.
Quote:
Originally Posted by hockeystl
Quote:
Originally Posted by daveland
Btw- I guess I thought it was obvious as a 10 yr FTer and contributor (I'm in school part time but neither young nor inexperienced in the travel business), but I do know by heart nearly everything Flyertalkers think about Delta and what the 'relative' HVCs here would like (can you say SWU upgradable K fares? ).
Just upgraded a K fare with a SWU a few weeks ago....
You could interview or send a questionnaire to very frequent flyers and get some feed back that way. No one really knows what DL classifies as an HVC but you could start by getting real life feed back from 250k plus flyers who spend $75k plus in a calendar year.
I'd be happy to help. PM me if that helps.
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How many bags are you checking in today sir?..... um, is that a trick question or are you playing a cruel joke on me.
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