Travel
Travel Tuesday: Could Unbundled Business Class Come to Delta?
There’s no question that flying in business class is a completely different experience than in economy. Between having your own pod and a lie-flat seat, suddenly the prospect of sleeping on a long-haul international flight doesn’t seem so untenable. Of course, there are also service perks, such as a dedicated flight attendant for the cabin, enhanced food options, and pretty much priority everything. That’s why business class (and first class) tickets cost so damn much! However, it sounds as though Delta could soon be trying out something new — taking a page from recent trends in economy class and bringing them to the front of the plane.
A few years ago, several carriers introduced the idea of “basic economy” — a lower-cost fare that lacks some traditional allowances, such as full-sized carry-ons or seat selections. Naturally, these fares were meant to help “full service” airlines compete with discount carriers like Spirit, Frontier, and Allegiant. So, what if there were a “basic business” class that offered flyers a premium seat a la carte?
As The Points Guy reports, Delta president Glen Hauenstein was recently asked about the possibility of an “unbundled” model coming to Delta One and other premium cabins. In response, Hauenstein said, “We’ve talked conceptually about that. I think we’ll be giving you more details. … But we’re not ready to talk about the details of those plans moving forward. Investor Day this year should be very exciting.” Hmmm…
When I first heard about this potential development, I wasn’t sure exactly what to make of it. But, as I thought more about it, I realized that there are some perks of Delta’s business class that I wouldn’t actually need. For example, Delta One passengers enjoy access to SkyClubs — which is something I already have via my Amex Platinum. Speaking of the Platinum, since the card covers my CLEAR membership and I have TSA Precheck on top of that, I’m not too concerned about the Sky Priority check-in or security screening. Meanwhile, you also get two free checked bags, yet I don’t even remember the last time I checked a bag! Heck, if they also want to give me a discount in exchange for skipping in-flight cocktails, I’d be good with that.
To be honest, all I really want is the upgraded seat. However, on that note, I would want to still be able to select my seat — which seems like something that might get axed in “basic business.” Having said that, I suppose that’s not a dealbreaker since the worst seat in Delta One is still a lot better than the best seat in Main Cabin.
I guess what I’m getting at is, while I’m sure a “basic business” (or whatever Delta wants to actually call it) product would be controversial, for me, I think it could be a good thing. Granted, even at a “reduced” cost, I don’t foresee myself being able to afford Delta One flights anytime soon. Then again, if these unbundled fares were offered for awards redemptions at a good rate, then I could absolutely see myself taking advantage of that in the future.
In all reality, while I appreciate the possibilities of this unbundled idea, it seems more likely that such a plan will simply make Delta One pricier to fly — or make it only nominally cheaper for a significantly lowered experience. On the other hand, if done right, maybe Delta could be onto something. Personally, I hope they at least experiment with the concept in terms of award flights as I think that likely makes the most sense. But, I guess we’ll need to wait and see what Delta’s thinking and what this could ultimately mean for flyers.
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