Delta Air Lines, headquartered in Atlanta, is set to redefine luxury travel by introducing a series of “premium” airport lounges in strategic locations such as New York’s John F. Kennedy International Airport, Los Angeles, and Boston. This announcement comes on the heels of a contentious decision last September when Delta altered its lounge access policies, creating restrictions for basic economy passengers and eliminating one-day pass purchases for American Express’s Delta SkyMiles Platinum cardholders.
The first of these opulent lounges is slated to debut at JFK in June, covering an expansive 38,000 square feet. Boasting features like a full-service brasserie, a chef-assisted market with open kitchens, dedicated wellness areas, and more, the lounge aims to provide an unparalleled experience for premium travelers. Los Angeles and Boston will witness the inauguration of their respective clubs in the fourth quarter of this year.
Delta has remained tight-lipped about the specific criteria for accessing these new premium lounges, emphasizing that it will offer a highly personalized and dedicated level of service. Claude Roussel, Delta’s Vice President of Sky Club and Lounge Experience, stated, “Premium lounge customers should feel welcomed and known when they walk in the door, just as they would at their favorite hotel or restaurant.”
Despite the company’s increasing focus on first-class and business passengers, evident in the 26% growth in revenue from premium tickets last year, the decision to restrict access to existing Sky Club lounges drew criticism from frequent flyers. This move also prompted a U.S. Transportation Department investigation into major carriers’ frequent-flier programs.
In addition to the premium lounges, Delta has outlined plans to open new standard Sky Clubs in Charlotte, North Carolina, and a second lounge in Seattle, Washington, this year. Expansion projects for clubs in Miami and New York’s LaGuardia are also on the horizon.
Recognizing the importance of airport lounges as havens for travelers facing long layovers or extended waiting times, Delta acknowledges the need to balance visit growth with capacity constraints. The airline aims to preserve the premium experience that customers expect while navigating the challenges posed by increasing demand. CEO Ed Bastian acknowledged the necessity for change during an October 12 earnings call, stating, “[Still,] most everyone agrees that something has to be done.” Delta’s latest announcement reflects its commitment to meeting the evolving needs of elite travelers while addressing previous concerns and maintaining a competitive edge in the aviation industry.