How Delta Airlines Has Made Price Irrelevant

While most airlines chased customers with low fares, Delta has taken a different approach—banking on the idea that travelers would pay more for a better experience. That bold strategy has paid off: Delta is now the highest-earning airline in the U.S. and the most profitable, with a rare customer loyalty level in the industry. “We knew we couldn’t win by being the cheapest,” says CEO Ed Bastian. “That’s a race to the bottom. We had to break free from the commodity mindset.”

Delta’s premium reputation is primarily driven by its commitment to customer service. Delta stands out for its strong labor relations in a field often marked by tension between management and employees, which results in mediocre or even hostile treatment of passengers. This culture of respect began after Delta emerged from bankruptcy in 2007. As part of a deal with pilots involving steep pay cuts, then-CFO Bastian promised similar rewards to other employees—flight attendants, gate agents, and more—if the airline rebounded. Delta kept its word. Today, employees receive 10% of the first $2.5 billion adjusted profits and 20% of any earnings above that. In 2024 alone, the payout reached $1.4 billion—roughly 10% of each employee’s base salary.

*Related – How To Make Your Customer Experience So Good, Price Becomes Irrelevant

Delta’s focus on quality is also evident in its in-flight experience. With 165,000 seat-back screens—the most in the industry—the airline is now rolling out smart screens that connect to the Fly Delta app, allowing passengers to resume movies from previous flights, order an Uber, and book restaurants based on their preferences. Delta’s lounges further elevate the brand. Its new Delta One Lounge at JFK, opened in mid-2024, offers amenities like luxury showers and spa treatments, including “jet-lag reviver” scalp and temple massages, rivaling five-star hotels. All of this contributes to Delta’s industry-leading profit margin of 9.1%.

How Delta became the most profitable airline in the US

Delta was the most profitable airline in the U.S. last year, outperforming rivals by earning 14% more revenue per available seat mile. The airline has successfully attracted travelers, especially business flyers, who are willing to pay extra for consistent reliability. In 2024, nearly 84% of Delta’s North American flights arrived on time, marking its seventh consecutive year leading the industry in punctuality.

A key part of Delta’s success lies in its companywide profit-sharing program, which builds strong morale among frontline employees—a factor that often translates into better customer service. While many carriers pulled back during the pandemic, Delta leaned in, fast-tracking investments in airport terminals, luxury lounges, and high-end in-flight entertainment technology to appeal to discerning travelers.

Delta consistently earns more revenue per passenger on comparable routes than its competitors. In 2024, its global average revenue per seat mile reached 21.37 cents, outpacing American and United by 15% and 17%, respectively; Alaska and Southwest by 38%; and JetBlue by 52%, based on company earnings reports.

How Delta Handles an Airline Crisis

A Delta aircraft crash-landed at Toronto Pearson International Airport, resting upside down on the tarmac. Remarkably, all 76 passengers were safely evacuated, and no fatalities occurred. In the aftermath, Delta received widespread praise when CEO Ed Bastian committed to compensating each passenger with $30,000, not just the 20 individuals who required hospitalization. The airline also covered medical expenses in the days following the incident. Each passenger received a personally signed letter from Bastian, which was sent to their home.

 

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Client Best Practice Spotlight by Dave Murray

KeyBank Focuses on Improving Its Leaders’ Presentation Skills

When you think of “presentation skills,” you might picture an executive delivering a keynote or a sales leader pitching a major client. But the reality is that effective communication—and the ability to present confidently are essential across every level of your organization.

Look inside most successful companies, and you’ll find a strong emphasis on communication. Teams gather for daily huddles, weekly stand-ups, or regular department meetings. But here’s the catch: while these meetings are critical for alignment and productivity, they’re often not run as effectively as they could be.

*Related – How To Be A More Effective Leader By Learning The Best Way Of Storytelling

Why? Because running a meeting is a lot like giving a presentation. And just like formal presentations, team huddles and staff meetings benefit from preparation, structure, and delivery skills.

That’s precisely why KeyBank, a Cleveland-based regional bank and one of the largest bank-based financial institutions in the United States, invested in developing these skills for several of their branch managers and Area Leaders. With over 200 years of history and a strong focus on customer and employee experience, KeyBank understands that excellent communication at every level makes a difference.

This two-day session focused on mastering the fundamentals of effective presentation and communication. The goal wasn’t to turn them into keynote speakers, but to give them practical tools they could apply in their everyday roles.

The program tackled common communication pitfalls: overusing filler words like “um” or “like,” relying too heavily on slides, and failing to use body language and vocal tone to engage listeners. Each participant arrived with a prepared three-minute presentation on a topic that mattered to them. On day one, they learned how to self-assess and refine their delivery using strategies to reduce distractions and strengthen their message.

Day two was about application. Each leader presented again—this time incorporating what they’d learned. Their peers provided constructive feedback, highlighting strengths and noting areas for growth. It was a hands-on, supportive experience designed to build confidence and competence.

*Related – How Leaders Become Confident Speakers

Perhaps the most crucial takeaway came during the session’s final conversation: how to carry these skills forward. What can we do to make the team huddle more engaging? Can a routine meeting become a moment of clarity and inspiration? How can we connect more effectively with clients?

Too often, organizations assume communication skills are innate and that employees arrive already equipped. But like any other business skill, effective presentation can and should be taught, practiced, and refined.

So, ask yourself:
Where in your organization could stronger presentation skills elevate your culture, customer experience, and outcomes?

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Ready to Transform Your Customer Experience and Make Price Irrelevant?

When you deliver an experience that exceeds expectations at every touchpoint, customers stop comparing on price and start choosing you for the value you provide. It’s not about being the cheapest—it’s about being the most unforgettable.

Book a complimentary advisory call with a DiJulius Group expert today. We’ll show you how to empower your team, deliver consistently exceptional experiences, and build a culture that attracts and retains both talent and customers.

 

 

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Listen to Our Most Recent Podcast #204:  Secret Service: The Power of Personalization in Service, Part 1

 

 

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For Leaders Obsessed with Transforming Customer & Employee Experience

The Experience Revolution is a high-impact annual membership that gives you access to the most relevant, results-driven workshops for companies who want to lead in customer and employee experience.  You get:

✅ 4 Exclusive Livestream Workshops per Year
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Transforming Leaders – Transforming Experiences – Transforming Cultures

Our Experience Academy courses have been designed to certify people for a new level of leadership, benefiting their career and your organization.

• The Employee Experience Executive Academy enables you to assess your current culture and build systems to hire, onboard, train and retain the best employees.
• The Customer Experience Executive Academy enables you to assess an organization’s current state of customer service and work to build systems to consistently deliver world-class experiences.

Learn more about the EXEAcademy.  Summer Session begins in June

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