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Delta Ditches Expiring Miles. An Era of Eternal Miles Ahead?

Delta Ditches Expiring Miles. An Era of Eternal Miles Ahead?

For this story, let’s just go directly to the airline’s own press release:

ATLANTA, Feb. 15, 2011 /PRNewswire/—Delta Air Lines today announced it has eliminated the SkyMiles mileage expiration, creating a new industry-leading benefit for all members. This program change is effective for all accounts as of Jan. 1, 2011, and makes Delta the only major U.S. carrier without mileage expiration.

And this, from an email sent out today to SkyMiles members:

You now can earn miles without worrying if and when they will expire as we have eliminated our mileage expiration policy—no asterisk, no fine print, no ifs, ands or buts.

To me, frankly, this came as a complete surprise. The current standard among legacy carriers—miles expiring after 18 months or two years—seemed a settled matter. The outcry following the 2007 change from the previous standard—miles expiring after three years—had long since subsided. And travelers had mostly accommodated themselves to the new reality.

Mileage expiration just wasn’t a top-of-mind issue. Except that it was, for Delta.

Why Change Now?

So the question raised by Delta’s move is why? And, why now?

Delta suffered a resounding P.R. hit in 2010 when evidence suggested that the SkyMiles program’s highly touted three-tier awards structure had resulted in a significant decrease in the availability of lower-priced awards, forcing program members to pay higher average prices for Delta awards—the opposite of the advertised effect.

Undoubtedly exacerbating Delta’s discomfort at being called out for its stingy award practices, United has been vigorously promoting itself as "the airline that wants you to use your miles," a not-so-subtle dig at Delta.

From my standpoint, the current Delta narrative has been a story of love lost and redemption sought, a company trying to regain the flagging trust and loyalty of its customers.

A more consumer-friendly expiration policy is the latest chapter in that story.

One Step Forward for SkyMiles Members

Whatever the history, and whatever Delta’s goals and motives, the net effect of the new policy is positive.

All things being equal, a mile that isn’t in danger of disappearing has more value than an expiring mile. And a program based on a more valuable loyalty currency trumps a program based on a lesser currency.

Of course, all things aren’t equal.

But as Delta’s news release takes pains to show, the airline is taking steps to level the playing field. In addition to the liberalized expiration policy, the airline has eliminated frequent flyer redemption fees and implemented rollover elite miles, two other significant benefits for SkyMiles members.

Industry Implications

The policy change potentially reverberates far beyond the SkyMiles program.

Should the members of the programs of American, United, US Airways, and so on expect to see comparable changes to the status of their miles?

Could Delta’s initiative signal the beginning of an industry-wide shift, ushering in an era of eternal miles?

As the world’s second largest airline, with one of the world’s largest loyalty programs, Delta has the market mass to force a competitive response, which could gain sufficient momentum to effect a new industry standard.

Today, airline marketing executives are huddling in conference rooms in Dallas and Chicago and Phoenix to mull their reactions to Delta’s newly liberated miles. As they do, frequent flyers whose miles still expire can only hope that they see SkyMiles as a force to be reckoned with.

Reader Reality Check

How important is this to you — a baby step in the right direction, or a game-changer?

Factoring in this latest change, what’s your current assessment of the SkyMiles program?

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  • James Lewin

    My experience with Continental’s Onepass has been great and met all my expectation since I joined the program in 1986. It has always been one of the best programs and miles never expired. So Delta is again following the Leader.

  • don

    Long before it became public that Delta remains amongst the stingiest program to redeem from in America it was clear to most frequent flyers/ road warriors…….
    Delta is always at the bottom of my list and rarely do I use their program when there are great programs out there,American,British Airways EC,and do I dare say to some small degree United which may get better (fingers crossed)
    Why pick Delta?No one wants extortion tactics when they go to redeem a seat regardless of their level of loyalty to their program.I have always pitied folks that have to do business with them

  • Polly

    The unexpiring miles are not a big deal for me; I had learned to stay aware. What I would really like to see is Delta implementing the “one way” Sky miles award, as some other airlines have already done. That would be a benefit for those taking cruises across the ocean, and having to waste miles for a round trip that was only used one way.

  • Nancy Engelsberg (NEJE)

    I am happy to hear Delta’s miles are not to expire (they did not bother to send me an email about it, though I am holding about 434000 miles). I am about to leave Skymiles for United because Skymiles, alone among the major programs,does not offer an international First Class Award ticket. I — and I believe others — have pointed this out and asked them to remedy it, but they have turned us a deaf ear. I am glad I will have plenty of time to use up my miles.

  • Brad

    An improvement for sure. However, to me the inability to book the cheapest tickets still leaves a lot to be desired. Lack of customer service and a general “we don’t care” attitude still pervades. I’ve burned most of my Delta miles and am more than happy with my switch over to Continental several years ago. Delta still has a long way to go, but at least it’s a start!

  • Robert E. Bennett

    The litmus test for Delta, which used to be my preferred airline, is for it to change back to it’s former award seat redemption policy. It NEVER, and I mean NEVER, has the lowest tier seats to anywhere that I want to go. Therefore, I have not traveled on Delta in years.

  • Jim Kelley

    Back in Oct 2010,I had to pay $125. for reinstatement of Delta Miles. Do you know if I can be reimbursed?