Delta At The Crossroads: Will They Dismantle Business Class Perks Or Elevate To A VIP Luxury Experience? – View from the Wing

Delta At The Crossroads: Will They Dismantle Business Class Perks Or Elevate To A VIP Luxury Experience?

by Gary Leff on September 17, 2024

We know that Delta Air Lines plans to add premium seats to their planes and also “unbundle” their premium class fares which means a ‘basic business’ experience unless you pay more than already-expensive business class prices.

They haven’t told us exactly what to expect yet. That’s something we will presumably learn at their Investor Day in November. Other airlines they might copy have done things like:

• Pay to check bags
• Pay for seat assignments
• Lounge access not included
• No business class check-in, priority boarding, or premium security
• No changes or cancellations

Delta One Lounge JFK

However it doesn’t have to mean just taking things away from the business class experience at the cheapest business fare. It can also mean adding things to the experience for customers who pay the higher fares.

American Airlines is going to offer an elevated experience to go along with the bulkhead row of their new business class suites including more robust onboard amenities. They still have First Class Dining in Dallas and Miami and the Chelsea Lounge in New York.

Before they decided to drop Flagship First Class from their product suite, I’d suggested that they could compete with a true first class service even with seats that were outdated when introduced more than a decade ago if they’d improve onboard food and beverage and offer their premium Five Star service on the ground (they bundled the personal escort at the airport with first class tickets on the Los Angeles – Sydney route when that was first introduced).

Delta has a product that’s similar to Five Star called VIP Select. They do not advertise it. Last I checked you could call them at 1-855-2FLYPVIP or email VIPSelect@delta.com.

It is their premium ground service package available to passengers at select airports, regardless of their SkyMiles status. The service has recently increased its pricing to $500 for the first person and $100 for each additional person.

• Offered at nine Delta hubs and focus cities, including Atlanta; Detroit; New York JFK and LaGuardia; Los Angeles; Minneapolis; Salt Lake City; Seattle and San Francisco
• For departure a Delta representative meets you curbside, assists with luggage and TSA, escorts you to the SkyClub with reserved seating, and escorts you to the plane at boarding. This may involve a Porsche transfer but that is not guaranteed.
• For connections, service starts on the jet bridge and includes potential time in the SkyClub.
• On arrival, an agent meets you on the jet bridge, takes you to a designated point for pickup coordination. It may be a walk, golf cart, or Porsche transfer.
• Booking requires advance notice of at least 6 hours, payment occurs after the service, and customers report that tipping is allowed.
• The service doesn’t expedite immigration and meet up is post-immigration checkpoint for international arrivals.

Lufthansa Porsche, Frankfurt

Bangkok Airways Golf Cart

Delta is talking about unbundling but they could just as easily earn a premium for their more expensive fares by bundling, in this case making a truly special experience by scaling the VIP Select program with personalized service, expedited airport navigation, and a touch of exclusivity. To be sure, VIP Select isn’t perfect. John Legend can attest to that.

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