Delta Backtracks on Some Loyalty Thresholds, Adds Benefits

After facing significant criticism for changes announced in September to its SkyMiles loyalty program, Delta Air Lines has stepped back parts of its revamp as well as will be offering new “Choice Benefits,” the carrier said Wednesday.

“Your concerns largely centered around the accessibility of Medallion status, the limitations on Delta Sky Club access and the need for greater recognition of our long-term loyal customers,” Delta CEO Ed Bastian wrote in a Wednesday email to SkyMiles members and posted on Delta’s website, adding that balancing the carrier’s growth in membership with the need to deliver premium service has been challenging. “Based on your feedback, we are making program adjustments and adding new benefits to begin earning in 2024 toward your 2025 status.”

Delta has lowered the proposed number of 2024 Medallion Qualifying Dollars required to earn 2025 Medallion status from the plan it announced last month. To attain Silver status, members must earn 5,000 MQDs, compared with the 6,000 announced in September. Gold status will require 10,000 MQDs rather than the previously announced 12,000, while Platinum will require 15,000 compared with the previously announced 18,000, and Diamond status will require 28,000, instead of 35,000.

Another area of particular concern from customers was access to Delta’s Sky Club lounges. The carrier effective Feb. 1, 2025, will change access for SkyMiles members with a Delta SkyMiles Reserve American Express card or Delta SkyMiles Reserve Business American Express card to 15 days per year, compared with the 10 visits it announced last month, and all visits made in a 24-hour period will count as one day. Card members also will be able to purchase Sky Club access for $50 per day after using all allotted days and can earn unlimited access after spending $75,000 on an eligible card in a calendar year. Medallion members also will have the option of purchasing an annual individual Delta Sky Club membership for $695.

In addition, customers with high Medallion Qualifying Miles rollover balances will have “special multi-year options” to extend their status at their current tier at a price of 100,000 MQMs for each year.

Delta in September signaled it would shift lifetime-status requirements earned by Million Milers to miles flown. The carrier on Wednesday said, effective Feb. 1, fewer miles would be required to reach particular lifetime status levels, beginning with 1 million for permanent Gold Medallion status, rather than permanent Silver status. Those members with 5 million or more miles will receive Delta 360 Degree status. 

Delta shared with BTN a planned announcement that additional Choice Benefits will be added for the 2025 Medallion year include a $2,000 MQD accelerator for Diamond Medallion members and a $1,000 accelerator for Platinum members, the re-introduction of Delta Sky Club individual memberships for Diamond members in exchange for two Choice Benefits selections, 35,000 bonus miles for Diamond and 30,000 for Platinum members, increasing the Delta travel voucher to $350 for Diamond and $300 for Platinum members, and a new Wheels Up flight credit. Delta in August was part of a Wheels Up lifeline worth $500 million. 

“I know the modifications we have made won’t solve for every disappointment,” Bastian wrote. “Our goal is to do our best to ensure we deliver the service and benefits your loyalty deserves.” 

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