Delta Air Lines Inc. has stopped selling tickets under the “Basic Economy” label, which has been adopted by many major airlines in recent years, competing without offering discount competitors.
Thursday airlinesannouncementReorganization of fare categories aimed at providing more options within each cabin section. It has a variety of features including assigned seats, ability to change flights, and loyalty benefits. Delta said it will offer low-cost fares as a subcategory of Delta’s main ticket.
The change applies to flights departing after October 1, but is part of Delta’s strategy last year to meet changing consumer demand and increasing preferences for premium products. Some airlines have recently focused on smarter luxury fares categories, highlighting basic levels of fares that have become popular by spirit airlines and spread across legacy carriers.
However, Delta risks creating customer disruption with all new options, including both the “classic” and “extra” versions of Delta Comfort and Delta One Fur.
“The travelling public is about to welcome this with a huge ‘Ugh’,” said Henry Harteveldt, founder of Atmosphere Research Group, a travel industry advisory firm. “My concern is to find competitors where it is risky enough to cause very confusing customers and where the service is easier.”
He also said that “slicing and dicing” of the product could undermine images that Delta has grown as a premium carrier for over a decade.
Delta said it uses “modernized shopping layouts” in its websites and apps detailing the attributes of each fare category to avoid customer confusion.
The option to buy “major basic” fares exists throughout the Delta network, but is subject to availability, the airline said. Large airlines such as Delta, United Airlines Holdings Inc. and American Airlines Group Inc. are all not adopting extras fares to offer legroom and lure travelers from disc discount rivals that charge things like carry-on bags and water bottles.
This story was originally featured on Fortune.com.
