Is Delta acknowledging its SkyMiles mistake?
 

Delta recently sent out 25 or so targeted "winter" promotions. See:

http://www.flyertalk.com/forum/Forum21/HTML/009497.html

These are clearly designed to get people to fly more during March 1 through April 14, 2003. It's only logical to conclude that Delta's bookings are weak during that period, and they are trying to "incent" people to fill up the planes.

So, here's my question: Are Delta's bookings weak just because of the economy, war fears, etc? Or is it the proposed changes to the SkyMiles program? One way to attempt to answer this question is to look at other airlines' bookings. Does anyone have any insight there? With two big airlines in bankruptcy, Delta might expect to pick up some business, but I guess it isn't happening.

Bottom line: Has Delta shot itself in the foot (or somewhere more important) with its SkyMiles changes? Is it obvious now even to them?

Bruce

I'd like to think so, but it's not. These targeted promos, don't accept my Delta number and many others. So, if no ones flying, this promo only takes in x% of their current low ratio of targetted flyers still on board to fly a bit more.

I remember the boom during 1999. US AIRWAYS had a promotion up until March 31 that gave double miles systemwide that counted for *elite* status (including the AA combo bonus for their DCA-JFK-BOS shuttle, so that was quardruple for AA PLT/EXP + extra bonuses like website, etc). As we all know, the next year, Y2K had record profits.

I'll wait for those style promos for all to take, not some targeted one in which others need to apply....then will I will be convinced that Delta, in this case, really is in a managerial team effort to make money.

That's my take on it.

Targeted promotions are a quiet way to build traffic. And the targeting may have something to do with our level of flying. If you haven't cut back, maybe Delta doesn't feel the need to entice you to fly more. I wasn't eligible for any of them, either, but I haven't reduced my flying enough for Delta to notice -- YET!

Bruce

I guess my flying has'nt hit their radar screens either. It will as the months go on. I'm rapidly going thru the 800 mile upgrades and flying others where it makes sense.

Last week I was on vacation at a bed and breakfast in Mexico. In a discussion with the owner, he said that visitors to his B&B from Canada and the U.S. was off 70% from last year. That's a huge number. I consider Mexico to be safe from terrorism, so it must be the economy that is hurting him. Travel is off for all the airlines. My point is that it is too soon to determine what effect the changes to the Skymiles program are having on Delta's pasengers. There are too many other rather large issues that are clouding the picture, I.E. the economy, war in Iraq, etc.

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Richard Laakso PM MM Starwood platinum

In my opinion targeted promotions are not likely to have any significant impact to the bottom line. The number of invitees is often so limited, further reduced by the response rate, that it won't kick in any big numbers. You need a universal offer, like a huge public sale, or double base miles (like twice for Delta in 2001) to attract enough people to make a difference.

More likely it's just testing how well their marketing is doing (what the response rate is).

Jeff

The winter promo is not going to have a significant impact if they are as lame as the one I just received...two upgrades good only in North America for flying 8000 MQM. This offer went in the circular file.

Outoftown

Hey everyone,

I think that the changes Delta has made stink and reflect there failure to value the business and loyalty that is keeping them in business.

With that being said, I am happy to report that as of today, 02-28-03, United Airlines is still doing the status match for those of you that need an alternative strategy. It's very simple to do and with the agreement with USAirways, you can use your benefits on both airlines. It's 2 for 1.

Here are the steps I took:
I recently contacted United's Premier Customer Service department to investigate whether I could get similar status on UAL.
To my surprise, UAL has agreed to grant corresponding status to Delta flyers. To get this, one need only:
1) Fax a copy of your most recent Delta Skymiles statement to UAL's Customer Service Center. 520-881-4458 Attn: Status Match
2) Give them both the Delta and United FF numbers.
3)Within 2-3 weeks, your new UAL credentials will arrive. (Mine arrived last week)

Compared to what BA has done to its most loyal fliers (as it was already a "premium" program) the DL changes are peanuts.

Status match at UAL!!!

This one's new to me although I have not contacted UAL about matching my DAL Platinum Elite since the Commair fiasco of almost two years ago.

If Leo doesn't let up with the proposed loss of segment qualifications, I wonder if it would be worth my while to check with UAL?

Any thoughts gang?

s....l...welcome to FT! I was under the impression that no major airline would comp their top tier status. If, in fact, someone would comp my PM status, I would seriously consider switching immediately rather than waiting until the end of 2003 when the DL SM' s program craps out.

Cholula:

Glad tobe here!

It was my impression that top tier comp was not the standard. In reading back through the mention of this possibility above, I believe the example given was actually PM to UA's mid-level (when someone gratefully put up the chart comparing DL and UA in another forum). Darn! But it makes sense with what I've experienced before.

I just can't swallow Chairman Leo's decision to not count my 150+ segments a year as important any more. Milage won't keep me in the CR like the segments did.

Hate to break it to you, but even if they gave you PM status on DL, it isn't worth squat since they also took away the great majority of benefits as well. So wishing for segment qualification is a meaningless excercise since even if they gave it back to you, you've won nothing!

s....l

The wife (DL PM/MM) took a UA Comp to 1P - Premier Executive status. She's had PM status for 3 years - UA would not comp her to 1K.
UA Intl. upgrades have been no problem for her - she's returning from London right now - upgraded to Business ORD-LHR-ORD and F on all domestic connections. UA Premier Match even stockpiled her MP account with several upgrades. She always had a tough time clearing BE on DL to LGW/CDG/NCE/AMS from either ATL or JFK - so far no problem on UA http://www.flyertalk.com/forum/smile.gif

Robert is right on target - once you requalify PM on DL - what have you got?

DL is carving out a niche as clearly the most hostile major airline to frequent leisure travelers.

I think LUser (now insULT) cost them a lot in runoff and empty seats, especially with other airlines not matching.

The new changes will hit them further, but Leo & Co. will continue to blame 9/11, the economy, JetBlue/AirTran/Southwest, the weather and anyone but themselves.