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Delta reverses some loyalty programme changes that enraged travellers

Delta reverses some loyalty programme changes that enraged travellers

Delta has rowed back on several changes to its frequent-flyer programme, which favoured big spenders over those loyal to the airline, following “hundreds” of email responses from disappointed customers.

The revisions were outlined to Delta’s SkyMiles members in an email from CEO Ed Bastian on Wednesday, in which he acknowledged the changes did not “fully reflect” customer loyalty.

Changes to the programme were announced in mid-September, with Delta saying they were needed to address overcrowding at the lounges and a surge in elite-status customers that was making it harder to score upgrades.

The airline proposed to make spending with Delta the only way to reach elite status — no longer counting flights taken or miles flown. Delta also sharply raised spending requirements for each SkyMiles level.

“I have read hundreds of your emails, and what’s been most clear to me is how much you love Delta and the disappointment many of you felt by the significance of the changes,” Mr Bastian wrote in his email.

“I appreciate your opinions and understand your disappointment. Your voice matters, and we are listening… It’s been a challenge to balance the growth of our membership with our need to deliver premium service experiences.

“We made some difficult program decisions to address this issue…. But your response made clear that the changes did not fully reflect the loyalty you have demonstrated to Delta.”

The changes take effect next year, when travelers will be trying to qualify for elite status in 2025.

According to Mr Bastian’s email, flights and miles still won’t count toward the status, and spending requirements will go up from current levels — though by less than the original changes proposed in September.

It will now take 5,000 “Medallion qualifying dollars” for Silver, the lowest of four levels, down from 6,000 in September. Currently, customers can reach Silver with as few as 3,000 qualifying dollars or points if they take enough Delta flights, and no points if they accumulate enough miles.

The Diamond top tier will cost 28,000 points instead of the 35,000 outlined in September, but more than the current 20,000 plus enough flights.

(Copyright 2020 The Associated Press. All rights reserved.)

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