Delta's SkyMiles: From Devaluation to Damage Control

The fallout from Delta's changes to its SkyMiles program has led to strong reactions from customers, prompting JetBlue and Alaska to offer competing status matches for Delta elites. While Allegiant, Spirit, and Frontier also have loyalty programs, they are not viewed in the same way as Delta. American and United have remained relatively quiet, suggesting they may be considering similar changes to their requirements. The market's response to Delta's changes serves as a cautionary tale for other airlines, highlighting the importance of not making drastic changes that undervalue loyalty programs.