Delta Air Lines Targets Younger Travelers with Exciting Perks and Strategic Partnerships

Delta Air Lines, one of the largest US carriers, is focusing on attracting younger travelers as well as premium services and links some of its success to offering perks like free internet and partnerships with brands like Starbucks, Lyft and Paramount through its SkyMiles program.

The airline’s chief marketing officer, Tim Mapes, said on Thursday that the company calls customers and potential customers younger than 35 “Emerging High Value Customers” or eHVCs. He said they are increasingly important to the carrier’s revenues and loyalty.

“We know if we can get them young and keep them engaged with the brand, their lifetime value is going to be huge,” Mapes said, noting that younger travelers “are working fewer hours in the office, and they have more time to do what they want, where they want.”

Delta has been investing in enhancing its products and services for both business and leisure travelers, especially in the wake of the pandemic. The airline has been offering free Wi-Fi on select flights, free messaging on all flights, free entertainment on seatback screens or personal devices, and free snacks and drinks on board.

Delta has also been expanding its partnerships with other brands to offer more benefits and rewards to its SkyMiles members. For example, SkyMiles members can earn miles when they use Lyft, shop at Starbucks, watch Paramount+ or stay at Hilton hotels. The airline also has a co-branded credit card with American Express that offers perks like priority boarding, free checked bags and lounge access.

Delta’s strategy seems to be paying off, as the airline reported a $652 million profit in the second quarter of 2023, its first since the pandemic began. The airline also said it expects to return to profitability in the third quarter and beyond.

Sources: AirGuide Business airguide.info, msn.com, skift.com, reuters.com