Delta Air Lines Introduces New Branded Fares
Delta Air Lines kicked off March with a significant transition for both customers and those closely tied to the airline's bottom line.
As of March 1, the Atlanta-based carrier is rolling out new Delta onboard experiences.
According to a press release published over the weekend, the experiences are a new line of branded fares broken down into five products: Delta One, First Class, Delta Comfort+, Main Cabin and Basic Economy. Designed to give passengers more choice and better options in the sky, the branded fares are also expected to propel the carrier's revenue stream in the coming years.
According to MarketRealist.com's Teresa Cederholm, the new initiative "provides an opportunity to derive an annual benefit of $1.5 billion by 2018"
"Passengers who purchase a Basic Economy fare will travel in Delta's Main Cabin and experience the same superior on board service as passengers who purchase a Main Cabin fare," states Delta's press release. That means complimentary non-alcoholic beverages and snacks on most flights as well as access to inflight Wi-Fi and Delta Studio when available.
Keep in mind Basic Economy customers won't have the option to select, change or upgrade their seat.
And passengers desiring additional legroom and extra space to recline can expect to pay for it.
Delta Comfort+ is the next upgrade above Main Cabin, and offers passengers more legroom and extra recline as well as complimentary beer and wine.
"The revenue for premium economy product, Delta Comfort+, increased by 18 percent during the quarter, and the product is generating an annual additional revenue of $350 million. More Delta Comfort+ seats will be added as Delta upgauges its fleet," wrote Cederholm earlier this year. "Revenue from premium seats should increase by $250 million year-over-year, driving more than $1 billion in revenue in 2015."
Naturally, the perks get even more exciting when customers upgrade to First Class, with premium seats, menu offerings and boarding among the highlights.
According to Delta, the new First Class experience is aimed at putting "customers' needs first."
Finally, Delta One (formerly known as BusinessElite) customers will gain complimentary access to the Delta Sky Club in addition to enjoying flat-bed seats on select long-haul flights.
The Sky Club boasts more than 200 locations worldwide and allows customers to relax and enjoy themselves upon arrival at select airports.
"Regionally-tailored, chef-curated" meals and noise-canceling headsets round out the notable perks for Delta One passengers. The Delta One experience is available on all long-haul international flights as well as domestic flights between New York and Los Angeles or San Francisco.
Delta's introduction of branded fares comes in the wake of a similar move by American Airlines back in 2012.
More by Patrick Clarke
Get Travel Deals and Travel News
Recent Travel Opinions
Features & Advice
Airlines & Airports
Destination & Tourism