Readers love and hate Delta SkyMiles program

(Atlanta, Dec. 1, 2000) Last month in this column I wrote about a new Web site (http://www.saveskymiles.com) that was launched to persuade the Delta SkyMiles program managers to rethink recent cutbacks. (Read the previous column at http://www.travelskills.com/column/11-04SaveSkyMiles.htm.) At the end of that column, I asked readers to send their comments and comparisons of the Delta SkyMiles program to other major airline frequent-flier programs.

While many of the comments I received were negative, not every SkyMiles member feels that way.

"As a consistent platinum qualifier I could not be happier with the ability to upgrade when I make my reservation. This is not true with United or American. There are a lot of things that frustrate me about Delta, but upgrading is not one of them," said Juanita Buss of Atlanta.

Publishing representative Jon Kiger thinks that most complaints about the SkyMiles program are overrated, explaining, "These people are complaining about a program that is a benefit, not a right. These programs were set up to reward people who use a particular airline, but they've evolved into a system where people feel entitled to various benefits. Like all programs, they are subject to change (and I believe the airlines' right to change these programs has been spelled out from the start)."

Many readers wrote to explain how they have broken their Delta SkyMiles "habit."

"The day I received the notice [regarding the discontinuation of systemwide upgrades], I sent a letter to Delta telling them not to think of their best customers as fools by calling this latest change an improvement when it was clearly a take-away. Delta must have competition! My mind is now made up to fly whatever airline I can to save money and forget the frequent-flier program," writes Martin Hadelman.

Mike Tyre feels similarly, but stuck. "I fly [Delta] 90 percent of the time, and in reality I'm a captive customer, not a loyal customer," he said. "And, they do nothing to take advantage of that. Another carrier eventually will."

Some travelers like Robert Thornton have sampled other airlines and like what they are finding. "Fortunately," he said, "I have enough flexibility in my travels to allow me to experiment. By trying other airlines, I found there is life after Delta Platinum Medallion or Million Miler status. Continental awarded me their Platinum Elite status on the basis of my Delta status. Their service is outstanding and the atmosphere is one of an improving airline whose customers enjoy their flight experience. I took a British Air flight and found them efficient, if formal. I find American a bit like Delta with their surliness and take-all attitude, but have found on some routes they beat Delta's price by 50 percent."

Other comments:

From Robert Leach: "It's just a shame that Delta's goal is to reach `parity' with other carriers rather than to exceed what other carriers are doing."

From Errol Davis: "Each frequent-flier program has its inherent advantages and disadvantages when you compare them with each other. For example, Delta's upgrade program is virtually free whereas United charges a significant mileage-based upgrade fee. Yet, you can upgrade on United from their lowest `L' class fare while Delta requires a higher fare for an upgrade. United immediately moves their 1K and Premier Executives to the top of their airport stand-by list while I've been left waiting at the gate many times while Delta has filled its aircraft up with standby passengers who fly much less frequently than I do.

"As long as a particular carrier's program brings it the desired loyalty and results -- and as long as planes continue to be as full as they are now -- it's probably wise to appreciate and enjoy what they give to us until a better option comes along."

From Jack McCarthy: "At my level of 30 segments a year, I rarely can use the upgrades anyway. There is always some Platinum flier ahead of me."

From rjconsult@aol.com: "They used to take pride in being the best and in having the best frequent-flier program. Now they are only interested in parity. Let them continue to water down their program. Let them continue to cut back. I remember when Eastern was just as arrogant, and look what happened to it."

Finally, I heard from Delta spokeswoman Tracey Bowen, who called to let me know that Delta still offers systemwide/worldwide upgrade certificates to platinum-level SkyMiles members and that Delta is not the only major airline to exclude such benefits, as an industry expert was quoted as saying in the column.

Web-based booking. If you haven't already started to book your tickets online, get ready to be forced by your company to do so. In its most recent survey of 400 large and midsized companies, American Express Co. found that 65 percent of large and midsized companies have adopted, or plan to adopt, corporate Web-based booking systems that cut processing costs and are designed to incorporate preferred deals and travel policies, as well as automated expense reporting tools.

This column also appeared in the Atlanta Business Chronicle

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McGinnis manages The Ticket Portal, a free e-mail newsletter and Internet site for Atlanta-based frequent travelers at http://www.travelskills.com.

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