Anger, confusion, declarations of a break-up. Delta was the latest company to ruffle the feathers of frequent travelers and credit card holders when they abruptly made changes to their SkyMiles program this month.
While it’s long been argued that notions of loyalty marketing were null — its efforts misdirected and dollars misspent, I would add that the last few years of mass layoffs and Welchian corporate practices have exacerbated a societal dynamic in which people feel that loyalty is neither returned nor rewarded.
People who’ve just slipped down the rungs of Delta’s loyalty program and those who held credit cards purely for the Detla affiliate perks are starting to shop for different options. I had a quick look at Google Trends and there are spikes around “chase sapphire” “American airlines miles value” “star alliance” and related topics in the U.S. over the last month.
Like all moments of consumer backlash, the actual numbers may wind up betraying the level of chatter of this exodus but Delta’s competitors should absolutely seize this moment to do a little conquesting. They should on the other end of that search query with a compelling offer and a great, memorable, relatable, and entertaining story.
Sure, there will be newly-single frequent flyers who will be booking based on price as they figure out where to take their business on a repeat basis and there will be many travelers asking about lounge access and quality, upgrades and early boarding, complimentary beverages and other “premium” experiences. Airlines competing on this field will do fine but now would be the time to be surprising and salient.
Falling into a mental spreadsheet of comparative columns would be the logical thing to do but rather than prioritizing costs, perks and points, the airlines that Zag will likely win this window of opportunity. Yes, Jet Blue, United, and American, now is the time for you to flight great creative on TV and online. Fire up those unexpected partnerships and pop-ups.
What do you do that doesn’t ask for loyalty?
Who wants to get into a conversation about how long it will take you to possibly mayyyybe get on the upgrade list, when you could be talking about your flight experience?
What if an airline’s on-time record rewarded you with more time for hugs with loved ones, overdue drinks with your oldest friends, and spa time at the hotel to shake off the travel?
What if an incredible safety record and zero tolerance for unruly passengers guaranteed passengers a dignified, more human experience of getting from A to B?
Snacks for all? Legroom? Customer service and culture. What else should go on the board? What’s unexpected? What parts of your story have been untold in recent years, deprioritized?
What if flying with you wasn’t actually about the flight at all? What if deciding who to fly with wasn’t about who could make me feel the least uncomfortable?
What if instead of spending money on perks for a few, you directed funds to exquisite customer service for all?
There is a window of time for airlines to get creative. At minimum, drink from the firehose of data from search and social to understand the cluttered, illusionary logic of consumer choice when it comes to why people think they fly regularly with one carrier over another. And find your magic. Find the surprising reason why you stand out and make it known.
This is one of those rare moments when consumers are actually considering your business and brand. Meet them there.
