Delta Is Pulling Out All the Stops to Woo Luxury Travelers

Delta is stepping up to a new level of luxury. 

In an effort to win over its top spenders, the airline is boosting its premium offerings both in the sky and on the ground. The Atlanta-based carrier has begun rolling out high-end perks for fliers including everything from newly designed cabins to a slew of swanky DeltaOne Lounges, The Wall Street Journal reported on Friday. The recent investments come amid a growing demand for upgraded services and an uptick in passengers who are willing to shell out extra for amenities while traveling. With this strategic push, Delta foresees its premium ticket revenue exceeding its main cabin by 2027 and says more than half of its current revenue comes from premium experiences.  

As for what the airline has in store, it recently unveiled two exclusive new lounges in New York and Los Angeles. At LAX, the 10,000-square-foot space has seating for nearly 200 guests and offers a year-round sushi bar, plus a wellness room with relaxation pods, massage chairs, Hyperice compression boots, and amenity kits from luxury brand Missoni. Over on the East Coast, Delta opened its inaugural Delta One Lounge at JFK this summer and plans on launching two additional outposts in Boston and Seattle. Contrary to other airlines, the exclusive lounges are only accessible to those who opt for business class. “It’s drawing people to that ticket,” Delta’s chief financial officer Dan Janki told the newspaper.  

In October, Delta also revealed new cabin designs and seating across its fleet ahead of its centennial anniversary. The Boeing 757 aircraft will be first in line to undergo a redesign with a focus on high-end finishes. The actual layout won’t change, but in Delta One business class, expect to find a more breathable wool-and-nylon blend instead of leather on lie-flat seats. Beyond that, the plane is installing mood lighting that coincides with cabin activity.  

“Delta has a 100-year history of creating a customer experience that feels welcoming and thoughtful with intentional design elements woven into every aspect of a customer’s travel,” Mauricio Parise, the vice president of customer experience design at Delta, said in a press statement at the time. “As we embark on our next century of flying, this refreshed cabin interior infuses utility with beauty to create an atmosphere that feels fresh, elevated, and timeless while reflecting our customers’ evolving tastes and expectations.”  

Delta is upgrading its in-flight dining and hospitality experiences, too. Last month, the airline announced a partnership with Shake Shack on flights out of Boston in 2025. First-class passengers on routes over 900 miles will be able to order a Shake Shack cheeseburger on their flight, served with a side of chips, a Caesar salad, and a dark chocolate brownie. The company also leveled up its wine program by partnering with master sommelier Andrea Robinson.

The next step, Delta chief executive Ed Bastian told the WSJ, is ramping up its strategy with private flights thanks to its investment in private aviation firm Wheels Up. “We’ve got some work to do,” Bastian said. “But eventually, it’s going to be our next step on our premium ladder.”