New dishes and cutlery. Better pillows. Menu cards…all in economy class. That’s right, Delta is making the onboard economy class experience even better next year on longhaul flights. But why?
Starting later this year, Delta will offer a number of changes to the onboard economy (“Main Cabin”) and Delta Comfort+ service:
In November, the airline will be launching customer experience menu cards, which will include information on timing for each service and details on the inflight food and beverage offerings. In December, the airline will launch new upgraded cutlery in the Main Cabin.
Continuing the expansion, the airline will launch upgraded meals and new serviceware on long-haul international flights in mid-2018. The new collection will include newly designed trays and upgraded rotable serviceware that will complement investments in meal quality to provide customers a restaurant-style dining experience.
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In addition to the new serviceware and menus, Delta will be upgrading the Delta Comfort+ and Main Cabin pillows on all international long-haul flights, complementing other sleep experience investments the airline has made including sleep kits and upgraded blankets.
To be clear, I am elated by this news, especially if it causes American and United to match. I love that Delta is using some of its massive profits to invest in the economy class experience.
But what’s the business case for this? Furthermore, what does a “restaurant-style dining experience” really mean?
Rather than be a “Debbie Downer” let’s just wait and see. We see the new pillow pictured in the press release and that is at least a marked improvement from the paper-like slip cases currently used.
CONCLUSION
I’ll admit, I don’t understand why Delta would do this when times are so good. If I am playing armchair CEO, I’d be investing that money in a rainy day fund. But let’s recognize Delta for leading in onboard economy class improvements.
(H/T: One Mile at a Time)
Hate to break it to you, but these aren’t new and shiny improvements. We used to have these before the airlines started cutting and lowering treatment of customers in economy class. So don’t go lauding them for these “improvements”, but rather call out that they’re finally correcting the errors of their way!
Wouldn’t the business case be as simple as making the product better so people book away from your competitors and book with Delta? I mean if you product is better than your rivals – and word spreads – people will choose you.
That’s the way I used to think, but it seems that research continues to show that most consumers are not particularly loyalty. They’ll fly with United or American over Delta to save a few bucks or to leave an hour later or earlier (depending on preference).
I’ve never actually seen this research. And of course there is a large segment of the market that behaves like this. But surely there is a large segment of the market that (over time) learns that one company has a better product and chooses to do business with them.
There is also something to be said long term about
– leading
– quality
-pride in your product
If consumers ALWAYS went for the cheapest prices shake shack would
Not exist. Nor would Apple. I don’t believe that ALL consumers simply go for cheapest price.
Save the money spent putting this lipstick on a pig and invest it in edible food to be served in Y.
I concur with MGs comment above! Take a look at Singapore, Cathay Pacific or Middle East airlines for economy(seat space, pitch) and service!
Delta seems to want to be the market leader while others play catch up. They were the first among the US big three with free wi-fi text messaging in all cabins, first with premium bedding in business long haul flights (Westin Heavenly), first with enclosed suites in business long haul and first with a basic economy product. I think they have looked at what incremental upgrades they can offer without substantial cost increases over the current product to set them apart. While the casual flyer is likely not aware of the differences among airlines, business travelers tend to be more savvy and these are the higher paying customers Delta wants to attract.
As a Delta flyer and watching them as a company I would say Delta is obsessed about “net promoter scores” and winning the JD Power award. They charge more than competitors for their product and they need to deliver more.
Maybe their “pilot test” on select trans-cons (e.g., JFK-LAX/SFO, etc.) has revealed data that is contrary to past market research.
Certainly, they’re NOT just doing it from the kindness of their hearts – this is the airline industry… which just so happens to have an hospitality/guest services component to it that in recent years has been anything BUT hospitable or welcoming to 85% or more of its guests!
Now, if only Delta would pledge that NO SEAT on ANY mainline aircraft will have a row pitch of LESS THAN 32″, I would pretty much end my “rants” about Delta.
I get that they need to make money and accept that charging a modest fee to check bags, to change itineraries for deeply discounted fares, or even overpriced buy-onboard meals for most domestic flights is necessary or even appropriate.
But can it all be done WITHOUT the bs manipulations of cabin space and the indignities of 30-31″ pitched rows for any flight lasting more than 90 mins?
I mean, sheesh…these ridiculously small child seats in densely packed rows needs to go!!!
They’re a cruel, and unethical, joke. And an affront on anyone who has a soul and a beating heart.
And everyone knows they’re there to feed the beast that is Wall Street – and no one else.
Delta is shuffling deck chairs on the Titanic. “Upgraded cutlery”? Really? That’s the big improvement? How about a minimum 33″ seat pitch? My bruised knees would be much happier. This simply illustrates how badly we need more competition in the domestic market.
The business case is that of reputation. This matters with international flights with international passengers (domestic US travellers are a different breed and they always get what they are willing to pay for). Learning about the restoration of some quality in catering in Delta’s international economy service will certainly want me to book with them on a transatlantic flight over the other two US big carriers United and American. Especially when the fares are roughly the same at any given period which they usually are.
Armchair CEO is right, if you look at their past stockholders meetings and earnings reports for the last five years you will see that they are buying down their debt. Instead of going on a new plane buying spree when the market is so volatile they have reduced their debt dramatically. Their cash flow is quite flush, but see that isn’t as interesting to travel bloggers as talking about new blankets and servicewares, as it shouldn’t be. I would say when looking at the balance sheets of the US3 Delta has positioned themselves at the top with American close on their heels. This investment is not hurting their cash reserve options.
I think it is similar to one of the above comments. They are making enough from the increased seat capacity thanks to reduced pitch/legroom to cover these very minor expenses.
Legroom is worse than ever, but they are distracting flyers with a few “nice” things.
They’re netting positive on these overall downgrades while consumers are pacified for a while.