It seems like Delta is focused on the "Spirit of Seattle" and it seems to be on that journey without it's long time partner Alaska Airlines [I wish they could find a way to work together].

From a business strategy perspective I find this to be fascinating.

Delta has done an amazing job running a major legacy airline. They have articulated their belief that they have a two year head start on their competition [AA and UAL] and their improvements to service by comparison are stellar. Kudos to Delta management!

In Seattle, however, they have to compete with a non-legacy airline that seems to be well regarded [almost a cult like following by some] and has a terrific frequent flyer program. I question whether Delta can capture the "Spirit of Seattle" with the current SkyMiles program.

I am not an expert on Alaska's program but it looks like they have:

-good international and domestic partners. Cathay, Emirates, Korean, British Airways and American Airlines.

-a functioning website that is easy to use and shows partner availability.

I am currently on an EK trip in First that was booked in 20 minutes. I did one way JFK-DXB-BKK with a three day layover in DXB for 100,000 Alaska miles and $100.

I compare that to the often multi hour "hide and seek" program of booking a SkyMiles international trip. Every time i go through that I feel like Delta is sending me a very clear message that my time is not valuable…even though I give them my time to fly 100,000+ miles per year. Shame on you Delta!

-one way awards

-EQM [MQM equivalent] earning on all international partners.

If frequent flyer programs are important at all when two good airlines compete
I question how Delta will capture Seattle. I was a "Charter Diamond Medallion" and have continued that status but if I lived in Seattle I question if I would even give Delta consideration.

Perhaps Delta can capture enough of the corporate market that Skymiles won't matter...but why do all the advertising and special offers like 100,000 miles with an Amex card in Seattle?

If they can capture Seattle with the current program I will be forever in awe of Delta management. If they can't…they may well need to make some positive changes to the program.

The Seattle battle is a complex competitive situation that is much different than competing against American or United. It will certainly be interesting to see how this plays out.