Delta tweaks loyalty program after backlash

Following a customer backlash, Delta recently shared several updates to its SkyMiles loyalty program.

It has added more benefits as well as modifying some of the unpopular changes announced in September.

“Many of you have shared feedback about the changes. It’s been a challenge to balance the growth of our membership with our need to deliver premium service experiences,” said CEO Ed Bastian.

“Your response made clear the changes did not fully reflect the loyalty you have demonstrated to Delta.”

Based on the feedback, Delta will add new benefits to begin earning in 2024 toward 2025 status.

It starts with more accessible Medallion Status requirements.

Delta has reduced the number of Medallion Qualification Dollars for each tier:

Diamond Medallion Status: $28,000 MQDs (down from $35,000)

Platinum Medallion Status: $15,000 MQDs (down from $18,000)

Gold Medallion Status: $10,000 MQDs (down from $12,000)

Silver Medallion Status: $5,000 MQDs (down from $6,000)

Members with Delta SkyMiles Reserve, Reserve Business, Delta SkyMiles Platinum and Platinum Business American Express Cards will also receive a head start of $2,500 MQDs for the current Medallion qualification year.

Customers may earn MQDs through Delta flights, Delta Vacations packages, and purchases on the Delta SkyMiles Platinum, Platinum Business, Reserve and Reserve Business American Express Cards.

Car rentals and hotel/vacation rentals booked through Delta Car Rentals and Delta Stays do not earn MQDs toward Medallion Status.

Select card members will get increased access to Clubs during their travel days as well as the option to purchase Club access once their allotted Club entries is exhausted.

A Delta Sky Club visit now includes all entries within a 24-hour period after first Club entry, including departure city, connecting airports and arrival city.

Delta SkyMiles Reserve and Reserve business card members will now receive 15 visits per year (up from 10).

Card Members with the Platinum Card and the Business Platinum Card from American Express will receive 10 visits (up from 6).

Delta will also allow Delta SkyMiles Reserve and Reserve Business Card Members, as well Amex Platinum Card holders to purchase Club access at a per-visit rate of $50 per person after exhausting their allotted Club visits.

Delta is also giving long-term loyalty program members more recognition.

Effective January 1, 2024, the airline is moving Million Miler Status up in the hierarchy for Complimentary Upgrades.

From February 1, 2024, Million Milers will also receive enhanced complimentary annual Medallion Status.

Delta will debut several enhanced Choice Benefits options for Diamond and Platinum Medallion Members for the 2025 Medallion Year/

These include a MQD Accelerator for the next Medallion qualification year: $2,000 for Diamond Medallion Members and $1,000 for Platinum Medallion Members.

More information will be available on delta.com and shared directly with customers via email in the coming days.

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