Took my last (DL) flights of 2011 today and it really hit me how much DL's target market has changed during "the year of the customer." A couple of items from today:
1) On check-in at the kiosk in MCO, a couple of Kettles were checking in next to me. They complained that the kiosk wouldn't let them check-in. As it turned out, their handwritten PNR was too scribbled to be accurately read. The agent proceeded to check them in and they asked if there were available seats together. The agent replies "no... <pause>... unless you are willing to sit in an exit row." The husband Kettle jumps at the offer, but then the agent drops the bomb, "because those are premium seats, it will be $29 each." Out comes the CC & DL is $58 richer. My immediate assumption was that they were traveling transcon, but after waiting around to find out I discovered they were going to.... wait for it.... RDU!
They dropped $58 to sit in 8A/B on a CRJ!
2) AMEX hawkers in the ATL-A concourse were out in full force. There were
5 of them plugging their plastic wares! Loudly, too... "Sir, come sign up for a free flight! It won't cost you anything!" "Ma'am step right up to a free ticket to anywhere Delta flies!"
3) ATL-B25 SkyClub was just teaming with Kettles! Someone in the corner was raving about her Groupon deal while my wife was unable to get a full glass of water from the bar ("we're out, would you like something from the premium bar?"). Then I saw the image that put everything unto focus for me: a businessman huddled in one of the small chairs (where the cubicles used to be) surrounded by 2 families with small, screaming children. He had on his Bose headphones, but he eventually gave up and left the club (could have been going to his flight though).
Today, I've realized that "the year of the customer" did not mean that it would be a year focused on customer satisfaction, but rather a year focused on changing who DL's customers are. The great transition from road warriors to Kettles, loyal frequent flyers to 1-flight-per-year AMEX holders is nearly complete. How will they go from 200M to 1B in ancillary revenues next year? The Kettle Ham Sandwich.
I hope (for DL's sake) they are investing in the right market segment...
