Summary

  • Delta is positioning itself as a luxury carrier with improved airport lounges, premium seating, and on-time performance.
  • United Airlines, too, is making strides in the premium segment, offering Polaris Lounges and investing in new aircraft and features.
  • Both airlines are pushing each other to improve their products and services, with their CEOs acknowledging each other’s achievements recently.

The concept of luxury for US carriers can be different from that of other big players around the world. There are no enormous suites like those in Singapore Airlines or showers like those in Emirates, but airlines like Delta, and even United, have made recent attempts to improve their customer satisfaction on the ground and onboard aircraft for a more premium experience.

Delta positions itself as a luxury carrier

One of the big three full-service carriers in the United States, Delta Air Lines is fast developing a reputation as an airline capable of offering a premium and luxury experience to passengers. Whether it’s investing in building or upgrading airport lounges to cabin refurbishment on airplanes to even improving its on-time performance, the carrier is focusing on improving various metrics to up its game.

A Delta Air Lines Airbus A350 taking off

Photo: Minh K Tran | Shutterstock

It is currently the country’s most profitable and punctual airline, with an OTP of 84.72% in 2023. While most American flyers still fly coach, Delta has been witnessing an increase in premium travelers willing to splurge on expensive seats and airport experiences. The airline’s association with its partner credit card, American Express, generated around $7 billion for the airline last year.

Delta is also focusing more on enhancing its lounge experiences at airports, including upgrading its facilities at the new Terminal C in LaGuardia, which features the system’s largest Sky Club lounge.

Many Delta Air Lines Boeing 737s Parked side by side.

Photo: David Peterlin | Shutterstock

Then there’s the Delta One Lounge at New York JFK, a 39,000-square-foot space larger than any Sky Club in Delta’s network. It offers complimentary spa treatments, a full restaurant, and a deck with excellent views of the airfield. The carrier plans to open Delta One lounges in Boston and Los Angeles in the near future.

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The new lounge is the first of four already announced by Delta.

United is catching up, too

Delta’s closest competitor in its segment is United Airlines, which is also attempting to create an impact in the premium segment, although many feel it lags Delta in some ways. Still, the carrier is trying hard to close the gap and give fierce competition to its rival.

While United is second only to Delta when it comes to profits, one department where it matches or even outshines Delta is its lounge experience. Its exclusive Polaris Lounges are reserved for travelers flying its United Polaris business class cabins and include shower suites as well as facilities for a full sit-down meal service. In fact, some might say that United’s lounge standards may have inspired other US carriers to improve their airport facilities.

United Airlines Boeing 787-9 Dreamliner N45956.

Photo: Jarek Kilian | Shutterstock

The carrier has many new airplanes on order and is busy remodeling its existing narrowbodies to install features like seatback screens and Bluetooth technology. CNBC quotes United’s chief commercial officer, Andrew Nocella, as saying,

“We haven’t exactly achieved the No. 1 profitability status in the industry, but I know we’re on our way. If we continue to invest in our customers through great service and great products and great network, we know that will feed upon itself and it’ll help us achieve the financial results that we’re looking for.”

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The carrier’s upscale inflight experiences provide “a new level of quality” and the “best sleep in the sky.”

Pushing each other to be better

Of course, both airlines keep a close eye on each other’s products and offerings and even acknowledge a job well done by the other. In March, United CEO Scott Kirby said at a JPMorgan industry conference,

“Watching [Delta] succeed, I became convinced that the product mattered and service mattered, and we have done that at United now.”

shutterstock_2384241235 (thumbnail)

Photo: Spyros Vasileiou | Shutterstock

CNBC also quotes Delta CEO Ed Bastian as saying,

“They’ve done some nice things with their app. I still think ours is better, but … they’ve done a nice job in terms their communications with their customers and how they manage trip interruptions.

We’re constantly pushing each other.”

Which airline do you prefer for its premium offerings – Delta or United? Please leave a comment below.


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