In response to the negative reactions from its Elite customers, Delta has revised certain aspects of the loyalty program changes that were initially announced last month.
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GLOIn response to a backlash from its elite customers, Delta has made adjustments to some of the changes it had previously announced for its loyalty program last month. These changes were primarily aimed at alleviating overcrowding in the Sky Club lounges and reducing the number of SkyMiles members with Medallion loyalty status.
Delta’s CEO, Ed Bastian, acknowledged the concerns of customers in an email, expressing his appreciation for their opinions and disappointment and emphasizing the importance of listening to their feedback.
Among the revisions, Delta has reduced the extent of the spending thresholds required to achieve the four Medallion status levels. Instead of an increase ranging from 50% to 100% (depending on the status level), the increment will now fall between 20% and 60%.
Delta has also eased the originally planned restrictions on Sky Club access for holders of high-end co-branded credit cards and the Platinum Card by American Express.
However, certain changes to SkyMiles announced in September remain in place. Notably, Delta will proceed with its plan to eliminate flight metrics for status attainment, making Medallion accrual solely dependent on spending, including expenditures on flights, Delta Vacations packages, and car rentals and hotel bookings made through Delta channels. Spending via Delta co-branded credit cards will also count toward status accrual but not on a dollar-for-dollar basis compared to direct Delta purchases.
The September changes aimed to reduce the number of Medallion status holders following a post-pandemic surge, as too many Medallion members could diminish the value of the status. Issues such as crowded lounges, longer boarding lines, and limited opportunities for seat upgrades were among the concerns.
One factor contributing to the increase in Medallions, Delta allowed anyone with SkyMiles status in 2020 to retain it through this year as a pandemic-time policy.
Delta has also addressed concerns from Medallion elites who had accumulated significant reserves of minimum qualifying miles (MQMs) or qualifying dollars during the pandemic, which were previously expected to lose value due to Delta’s transition away from using flight miles as a qualifying threshold for status. These customers will have multiyear options to extend their status and other benefits.
Additionally, Delta will offer new perks in its Choice Benefits menu, including a flight credit with Wheels Up and Sky Club membership for Diamond Medallions. It will also enhance long-term loyalty status benefits for customers who have flown one million or more miles.
Not all changes are limited to high-level Medallions; Delta has also revised the minimum qualifying dollars (MQDs) threshold for all status levels in 2024, making it more attainable. For instance, to achieve Silver Medallion status in 2024 for 2025, members will need 5,000 MQDs instead of the previous 6,000.
Currently, in the present year, SkyMiles members can earn Silver Medallion status with 3,000 MQDs, coupled with 25,000 flight miles or 30 flight segments.
