Delta CEO Admits Going Too Far With Controversial SkyMiles Changes, Plans Modifications After Backlash

Delta CEO Ed Bastian said the company probably went "too far" in controversial SkyMiles program changes and plans modifications.
Bastian said jump in elite status holders led to too much demand for premium services Delta couldn't adequately provide.
Audience booed when moderator asked Bastian about rewards program changes at Atlanta Rotary Club event.
In September, Delta implemented changes making it harder for Amex cardholders to access lounges and earn status starting in 2025.
Loyalty programs important for acquiring customers and promoting brand loyalty, but brands face backlash when tweaking rewards.

cnn.com

Relevant topic timeline:

9/13/2023

Delta Overhauls Medallion Status Program, Making It Harder to Earn Top Elite Tiers

Delta Air Lines is making significant changes to its SkyMiles program, including retiring Medallion Qualifying Miles and Medallion Qualifying Segments and focusing on a redefined version of Medallion Qualifying Dollars, as well as raising the thresholds for achieving Medallion elite status, leaving many flyers unhappy.

9/28/2023

Delta Faces Customer Revolt Over SkyMiles Changes That Make Elite Status Harder to Earn

Delta Air Lines will modify its SkyMiles frequent flier program after receiving negative feedback for changes that made it harder for customers to benefit from loyalty perks, according to CEO Ed Bastian.

10/18/2023

Delta Rolls Out Major Medallion Program Changes,Including Easier Status, More Sky Club Access, and New Choice Benefits

Delta has announced updates to its SkyMiles Program, including reducing the Medallion Qualification Dollars required for Medallion Status, increasing access to Sky Club, offering more flexibility for high MQM Rollover balances, and enhancing rewards for long-term loyalty.

10/19/2023

Delta Backtracks on Frequent Flyer Changes After Customer Backlash

Delta Air Lines CEO Ed Bastian announced that the company is making changes to its frequent flyer program, including making it easier for loyalty members to reach Medallion status and increasing club access for certain customers, in response to customer backlash over recent changes to the program.

10/18/2023

Delta Partially Rolls Back SkyMiles Changes After Customer Backlash, But Spending Requirements Still Increase

Delta Air Lines is making revisions to its frequent-flyer program, SkyMiles, to address customer dissatisfaction, but the changes will still prioritize big spenders over frequent flyers.