American Express made significant updates to its Delta SkyMiles credit cards to provide newer benefits to its users. These changes were aimed at placating Delta Air Lines customers who threatened to abandon the airline after a SkyMiles loyalty crisis last year. While the updates offer $200 flight credits, $120 to $240 in restaurant credits through Resy, and similar credits for rideshare apps like Lyft and Uber, the annual fee for these cards has also risen considerably. The changes come at a time when AmEx and Delta want to ensure that last year’s frustrated “Done with Delta” customers remain loyal and in the fold.
The alterations are part of AmEx’s strategy to provide Delta cardholders with a host of valuable new benefits. The higher annual fee, which will range from $150 to $650 depending on the card tier, is justified by AmEx with the added benefits the cards will provide. Delta cardholders will also benefit from broader use of companion certificates with this update, addressing past complaints about the airline’s restrictions in this regard. Delta CEO Ed Bastian acknowledged the negative feedback and made concessions, and it appears that the new updates to the Delta SkyMiles credit cards are an effort to further remedy the issues caused by these past changes.
AmEx typically plans changes to its credit cards well in advance, and the alterations to Delta SkyMiles cards likely started before Delta made changes to its loyalty program. However, the ongoing corporate partnership between the two companies has resulted in the need for quick adjustments, as evidenced by the rapid turnaround in adding new benefits to the Delta SkyMiles cards. Both AmEx and Delta have a desire to reassure their customers and retain consumer loyalty, which has been the driving force behind these quick additions to the Delta SkyMiles credit cards.