This leaves almost no category “white space” for Delta to own.

More than 50% of Americans see no difference between big four legacy carriers.

*Mintel: Airlines – US (August 2012)

As a result, the airline industry has resorted to gimmicks to increase ticket sales.

Like focusing on price.

And scheduling.

Even baggage fees.

Everyone is focused on why you should fly with them today.

But what about tomorrow? Or next year?

No brand is focused on becoming everyone’s favorite airline.

Category White Space

Because of this, consumer decisions typically come down to three major factors.

82% say price

54% say flight schedule

41% say baggage fees

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*Mintel: Airlines – US (August 2012)

Depending on the day, any airline can hold the advantage in those areas.

But why do some people avoid an airline even when it offers the lowest price?

A previous bad experience is the #1 reason people avoid an airline. Regardless of the gimmick.

Consumer Insight

At large, consumer loyalty is low as more choices pop up.

For airlines, loyalty programs are barely helping.

Out of 26 airline decision factors, loyalty program importance ranked 19th.

*Deloitte: Hotel & Airline Customer Loyalty (2013)

The result? Only 14% of consumers are loyal to a specific airline.

So what promotes loyalty?

*Deloitte: Hotel & Airline Customer Loyalty (2013)

A good experience is the only thing to truly bring loyalty in modern times.

Cultural Insight

In comes Delta.

By investing in new technology, Delta has led the way in streamlining the boarding process and made flying more enjoyable.

PC World Ranked Delta #1 most tech-friendly airline in 2012.

In turn, Delta has reduced the number of instances in which customers interact with employees.

58% of flyers would like to avoid any encounter with airline employees.

*U.S. News & World Report: America’s Meanest Airlines (2012)

But for the times customers do need some assistance… Delta has invested heavy funding into employee training since 2011.

*Mintel: Airlines – US (August 2012)

In fact, Delta has the best customer satisfaction rating of any major national carrier.

1.  Delta Air Lines 2.  Southwest Airlines 3.  U.S. Airways 4.  American Airlines 5.  Continental Airlines 6.  United Airlines

*U.S. News & World Report: America’s Meanest Airlines (2012)

Delta is doing what it takes to keep customers coming back better than any other airline.

Brand Truth

Consumers will go from being forced to choose an airline based on flavor of the day gimmicks…

Behavior Change

To choosing one based on a positive past experience.

Measure our loyalty in smiles.