When Delta Air Lines adopted the controversial Coach Choice program from Northwest Airlines, which it recently acquired, it angered many of its customers. Under the new program, Delta Medallion members would have to pay to “upgrade” to better coach class seats, such as exit row and aisle seats.
That didn’t go over well with Delta’s elites, in particular. So the airline pulled back yesterday. Kind of.
We heard you loud and clear.
Since we launched our Coach Choice Seats program that impacted Medallion access to Preferred Seats, we’ve received substantial feedback from Medallion members like you, and your dissatisfaction was crystal clear.
Retaining your long-term loyalty is of paramount importance to us, and we’re not afraid to change course when we need to. Therefore, effective November 18th, we will revert back to the original Preferred Seat program offering Medallions unrestricted access to Preferred Seats.
Simply put: Medallion members will be able to book any of the seats you used to enjoy at the time of booking and without a charge.
Thanks for your input and for enabling us to continue to earn your loyalty.
You’re the reason we fly,
J. W. Robertson
Vice President – Loyalty Programs
The Coach Choice program is so ill-advised on so many levels that Delta should just eliminate it. Among the problems:
1) The only passengers who will be willing to pay the airline will be the non-elites who need the extra legroom of an exit-row because of their size. That’s a very small group.
2) The rule is essentially unenforceable. Are flight attendants going to “patrol” the exit rows and aisles to make sure you stay in your middle seat?
3) Coach Choice violates the tenets of good “a la carte” pricing. You don’t upsell, you discount. Rather than offering better seats at a premium, Delta should discount its fares for people willing to sit in the undesirable middle seats.
But what do I know? I’m just another disgruntled passenger.
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