“Delta.com is going to take more and more of the traffic”, CEO Ed Bastian told analysts on an earnings call.
Delta’s tactic in this battle is an improved loyalty offering. Earlier this year it signed a new contract with American Express, worth an estimated $7 billion a year by 2023. Loyalty revenues grew 19 percent to $1.2 billion in the quarter, including around $100 million benefit from the American Express deal.
“Our strategy has been to build something that consumers want to buy and let them chose how they buy it and that’s led to a continuation of a migration towards Delta direct channels and Delta loyal customers and I think that’s how we see the landscape continuing to evolve”, said Delta President Glen Hauenstein.
Collected and summarized from the source below by Ta Ngoc Diep: https://skift.com/2019/07/11/how-deltas-loyalty-offering-is-improving-its-direct-booking-business/