I’m not meaning to ruffle any feathers, but I’m curious if other people have the same perception, or at least think this is close to becoming a reality…
Delta has long been the most respected & loved US carrier
When you look at the “big three” carriers in the United States, the competitive situation has changed drastically in recent years, both in terms of financial performance, and in terms of perception of the brands. It used to be that Delta was far and away the leader, with American and United in the rearview mirror, and roughly tied with one another. In recent times, United is leaving American behind, and increasingly entering Delta’s league.
This post isn’t about airline financial performance, since Delta is still firmly in first place on that front. Instead, this post is about vibes, public sentiment, and overall perception of the brand, which absolutely can have an impact on financial performance in the long run, but with a delay. After all, “winning brand loyal customers” is the name of the game, and positive brand perception creates brand loyal customers.
For so long, I think one of Delta’s “secret sauces” was just marketing itself as the premium, cool airline, that’s on the cutting edge of innovation. There’s not a US carrier that has a loyaler following, and the airline has tried to position itself as a lifestyle brand, with executives even comparing the airline to Apple.
Delta is an airline that hired Tom Brady as a “long-term strategic adviser,” and which has paid eight figures for CEO Ed Bastian to give a keynote address at CES in Las Vegas, talking about how innovative Delta is.
I guess the more direct way I’d sum this up is that when I’m not within the miles & points ecosystem and people bring up a US carrier in a positive way, it’s usually Delta. “Have you been to the new Delta One Lounge JFK, because it’s amazing?” “Did you see Delta’s new Missoni amenities?” Delta has done a brilliant job investing selectively, and creating halo effects from those investments.
Is United stealing the spotlight from Delta, or will it?
In recent years, United has been on a trajectory that would’ve been unimaginable a decade ago. There’s no denying that vibes are shifting positively in United’s direction. But for me, last week was a turning point — United’s full investment in its premium experience came together as the airline highlighted so many new things, from its new Boeing 787-9 business class cabins, to its new Airbus A321XLRs and A321neos, to its new very low capacity and premium jets, to flat beds of sorts in economy.
Maybe it’s just my impression, but I feel like more than ever before, United is doing a really good job staying in the spotlight, and highlighting the ways in which it’s innovating. There doesn’t have to be substance to every announcement (there certainly isn’t substance to many of Delta’s announcements), but there has been enough positive momentum where I feel like Delta and United might just be crossing paths in terms of the public’s impressions of their innovation.
I also think United is winning in terms of evolving market practices, when you consider the priorities of different generations, given the carrier’s huge focus on tech. United’s app is in a completely different league than Delta’s (or any other carrier’s, for that matter). While there’s work to be done, United expects to complete Starlink Wi-Fi installation before Delta even has plans to introduce Wi-Fi of a similar caliber leaves a potential gap.
Again (I need to repeat myself in posts about Delta), this isn’t at all about financial performance, but it’s about brand perception, and the way it’s evolving. I’m not sure United is there yet, but I think that within a year or two, it very well could be, at least based on where things currently stand. One thing is for sure — Delta is no longer the undisputed “premium innovator,” or whatever you’d like to call it.
Bottom line
It increasingly feels like Delta is no longer the undisputed disruptor and market innovator in the United States. United has obviously been trending upwards for a few years now, but I think particularly in recent times, United has really been stealing the spotlight.
This isn’t going to translate into United overtaking Delta in terms of financial performance overnight. However, I think vibes have changed, and I don’t think I’m imagining that.
I’m curious — when it comes to brand perception, do you think United has taken the top spot from Delta, do you think it could be imminent, or do you not see that being the case at all?
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