How Delta Airlines is Turning Loyalty into Revenue: The Data-driven Strategy Behind Full Flights
For Delta Airlines, loyalty is no longer just a point system; it’s a strategic asset in the revenue playbook. In a market constantly challenged by fierce competitors, and pricing wars with low-cost carriers, Delta has found an edge by reimagining loyalty data as a dynamic tool to fill seats and boost revenue during low-demand periods.
Thank you to Clicked, (now Ziplines) for providing another opportunity for data enthusiasts like me, who enjoy sprints and pressure-challenges to take a break from mindlessly scrolling through resources and settling on something educating, and networking with other like-minded people.
Now, this was no easy task. The data is intimidating, siloed data is my least favorite kind of data but when Rachel (Business Analyst) in Operations says you can do it, you have to know that she means it and she believes you can, even when you don’t.
So, let’s get into this.
Imagine this: instead of standard and blanketed promotions, Delta’s data scientists can unlock specific customer insights — like past travel behavior, spending on snacks, or using the lounges to predict who is a ride or ride Delta customer, and use this to tailor promotions and rewards to their loyal customers.
