Delta Air Lines CEO Ed Bastian has publicly admitted that the airline “went too far” in its recent SkyMiles loyalty program changes and has promised to modify them in response to a fierce backlash from frequent flyers. In a memo to Delta employees, Bastian said that some of the changes – which give redemption value to miles based on how much money was spent on the ticket – “had unintended consequences that didn’t match our intent.”
He went on to say that Delta “listened carefully to the feedback from our most loyal customers, including our largest corporate customers, and we will make updates to further improve clarity and our overall rewards experience.”
The SkyMiles changes were unveiled in late December and allowed customers to redeem miles for flights at different rates based on the cost of their ticket and the class of service. These changes led to an outcry from frequent flyers, who argued that the changes would make it much harder to use their miles to get the best value.
Bastian did not go into detail about what changes Delta will make to the SkyMiles program, only that they will be announced “very soon.” He did say that the changes will preserve the value of the miles, as well as increase transparency and clarity for customers.
