During Delta’s Investor Day on November 20, Delta president Glen Hauenstein shared the airline’s plans to introduce a new tiered bundle system, stating, “We’re experimenting and we’re going to see what customers like and don’t like, and we’ll bring that to life.” These bundles will offer passengers three options to create a more personalized flying experience. Here’s what this could mean for your next Delta journey.
The Three Tiers Explained
Delta’s new bundles will come in three levels, described by Hauenstein as good, better, and best offerings. Delta will likely introduce branded names for these tiers before they are officially launched. The initial rollout will focus on Comfort Plus, Delta’s extra-legroom section within the economy cabin.
Currently, Comfort Plus fares include perks such as extra legroom, dedicated overhead bin space, complimentary alcohol on flights over 500 miles, and early boarding. These amenities have made Comfort Plus a popular choice for travelers seeking a more comfortable experience without moving up to premium economy or business class.
Delta hasn’t shared specific details about what the bundles will include, but potential add-ons could range from checked bags and Wi-Fi to lounge access and priority check-in. Premium tickets may include these features at higher tiers, while base fares could offer fewer amenities than what Comfort Plus currently provides. This may mean customers need to purchase mid-tier bundles to maintain the perks they’re used to.
The Customer Response: A New Challenge
For years, main cabin passengers have grown accustomed to paying for add-ons like seat assignments or choosing seats closer to the front of the plane. However, Comfort Plus and business class travelers typically haven’t faced such decisions; these extras were included in their ticket prices.
This shift raises a key question: How will premium passengers respond to paying for services they previously received for free?
The bundled services model might feel like a step backward for frequent flyers, particularly for business-class customers who pay higher fares to avoid nickel-and-diming. On the other hand, Delta might attract travelers who value the ability to customize their experience, paying only for the features they truly want.
Why Airlines Are Unbundling Fares
Bundles are not new in the airline industry, but they’re more commonly associated with low-cost carriers (LCCs). For these airlines, base fares typically include little to nothing—customers pay extra for a seat assignment, carry-on bags, checked luggage, and even snacks. To simplify the experience, LCCs often sell bundles at discounted rates compared to buying each service separately.
This approach is relatively new for mainline carriers like Delta: unbundling services and repackaging them into tiered options. Delta says the goal is to provide passengers with more control and flexibility.
For instance, a traveler prioritizing early boarding and extra legroom could choose a bundle with just those features, avoiding paying for services like lounge access or checked bags they don’t need.
What This Means for You
If Delta’s experiment succeeds, you may soon find yourself choosing from tiered bundles instead of paying for an all-inclusive ticket. This could be great news if you prefer a more à la carte approach to travel. However, if you’re a frequent flyer who values simplicity and perks included with your fare, these changes might feel like a step backward.
Delta’s plans are still evolving, and it’s unclear how the bundles will differ between domestic and international flights or how pricing will compare to current offerings. For now, all eyes are on the Comfort Plus rollout as Delta evaluates customer feedback.
What do you think about bundling in premium classes? Are you excited about customizing your ticket, or do you miss the simplicity of the all-in-one approach?
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3 comments
It’s possible that some really tough fees could begin. For example, advanced seat selection fee, seat selection fee even when checking in, changing seat assignment fee, beverage fee, napkin fee (maybe called sanitation fee which includes wet wipe and napkin), overhead compartment fee, early check-in fee (check in 24 to 72 hours ahead of time), window or aisle seat fee, airport check-in fee (instead of printing boarding pass at home), late boarding fee (if you board less than 25 minutes ahead of time), early deplaning fee (everyone remains seated except those with priority deplaning), etc.
Wonder when they’ll start having a seatbelt fee. Mandatory, of course. More to the point, if it ain’t broke, don’t fix it.
Quite a few international carriers have unbundled business class so that with some fares you pay to select a seat and may not have lounge access. I think I remember one not even including food in their lowest cost J offer. US airlines are simply playing catch up and this will likely spread to AA and UA once DL implements it. BTW AA already has an upgraded coach product that includes seat selection (even MCE seats as I recall) and checked bags. DL is simply copying AA for once in that regard.