If the boarding processes of the airlines were not complex enough, from January 23, 2020, Delta Air Lines will introduce an even more complicated way to board. Delta currently tackles flights using a zone technique. For example, after pre-boarding you arrive at the premium boarding area, which includes Delta One® customers, first-class customers, Delta Premium Select customers, and DiamondMedallion® members. Then customers in the Sky Priority boarding area are welcome to board, with areas from one to the fourth after. The fourth area includes basic economy passengers, who are the last to board the plane. Other airlines have similar boarding styles, allowing their most valued passengers to board first.
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Boarding details
What Delta is changing has a lot of confusion. The airline plans to start a color-coded boarding process that will increase the boarding process as we know it. After the pre-boarding, which will still cater for passengers who need help boarding, Delta One cabin passengers will board, followed by First Class and Diamond Medallion members. From here, passengers with a Comfort + ticket will board. After them, Gold and Platinum Medallion members can climb.
Zone one will change to Main Cabin 1, which includes Silver Medallion members and anyone with a Delta credit card. Zones two through four are essentially the same, and the only changes belong to the names (main cabin 2, main cabin 3, and main cabin 4, respectively). If there seem to be many boarding categories, this is it. In total, Delta introduces two new boarding categories, increasing the count from six to eight.
The addition of a color system
Another change in the boarding process will begin with the purchase of the ticket. The Atlanta-based airline is implementing a color system on its web platform, so each section of the booking process will have different colors on Delta’s website as well as on airport screens.
In a press release, Tim Mapes, senior vice president and director of marketing at Delta, said: “All customers value consistency and a sense of knowing what to expect when they travel. We’ve been listening to our clients for years about the stress they often feel at the door before boarding and implementing small changes. This latest improvement further perfects the operation of the Delta process and is designed to better link the Delta product they bought to differentiated experiences throughout their journey. “
Why is this new process problematic?
Adding more categories does not necessarily streamline the boarding process, but slows it down even more. In addition, expanding areas increases walking traffic in the door area and involves additional work for the door agent, who must make additional announcements.
What customers really want is an efficient boarding process that starts with a free checked bag at check-in. Much of the delays that occur during boarding are the storage of air baggage and having to check large hand luggage when passengers have already boarded.
Because Delta and other airlines have done their best to get the most out of their passengers, flyers are finding solutions that end up hurting the smoothness of the past boarding process. Adding additional colors and categories will not solve the problem. However, valuing the customer can.
Other airlines
Interestingly, low-cost airlines like Norweigan and WOW Airlines have a much more efficient boarding process, loading the plane from back to front to avoid air baggage loading congestion. Their boarding process is well selected because they prioritize efficiency.
The first seatholders first table, followed by boarding by row. This system works best because it is a proven time saver. Norweigan does not try to embarrass those looking for a cheaper flight. Instead, they celebrate bidding hunters, knowing that if they provide a pleasant experience, these passengers will fly back with them.
Maps went on to state that “Products that [passengers buy] they come to represent not only a brand they buy, but an experience they gain ”. This raises the suspicion that the change in Delta’s boarding process is intended to alienate those who pay less for seats and provide a sense of exclusivity for those who pay a premium.
Bottom line
Of course, any steering wheel would prefer to board with a group of 10 people over a group of 40 people. But in the end, if the price difference results in a significant number, is it worth it? A flight remains a flight and many passengers prefer to engage in experiences once they arrive at their destination. It will be interesting to see the results of Delta’s latest change and how passengers respond.