Delta Air Lines CEO Ed Bastian recently admitted that the company had gone too far with its SkyMiles loyalty program changes. After a strong backlash from frequent flyers, he promised modifications to the program.
Bastian made the admission during a recent appearance at the Goldman Sachs 20th Annual Communacopia Conference. While on stage, he was asked about the recent changes to the SkyMiles program, which have been widely criticized by loyal quarterly mileage travelers.
Bastian said that the program “was too much of a black-and-white situation” and that the airline “failed to adequately take into consideration the nuances of its members’ travel patterns.” He added that Delta had “heard loud and clear” the outcry over the changes and was already talking with the team about ways to adjust the program going forward to better meet the needs of its customers.
The SkyMiles changes, which were announced in June, included an overhaul of Delta’s fare structure and a simplification of the loyalty program. Customers were left feeling frustrated with the changes, as it reduced the value of points earned through the program and the benefits redeeming those points.
Bastian noted that the airline was committed to listening to customer feedback and said Delta would “undo some of the earlier changes that have been executed in the SkyMiles program.” He added that he expected the revised program to be announced in the coming months.
Delta’s SkyMiles loyalty program is an important part of the airline’s business, and it’s clear that the company is taking feedback from customers seriously. With Bastian’s announcement, it appears that the airline is willing to make necessary adjustments to ensure that the loyalty program benefits both its customers and its bottom line.