Delta Air Lines announced that it will further advance its high-end transformation to make the flying experience akin to an immersive entertainment experience similar to Netflix at home, aiming to help passengers forget the bumps of travel.
According to a report by Yahoo Finance on Sunday, Delta Air Lines CEO Ed Bastian stated on November 13 at an investment event that as the company continues to advance its high-end product strategy, passengers will have a more immersive entertainment experience during their flights.
Bastian said, “Delta Air Lines serves an average of 200 million customers each year, with an average flight time of about 3 hours per passenger. They are all strapped in and facing the same direction. As a marketer, if you can’t create value for consumers, then you are not good enough.”
In recent years, Delta Air Lines and its competitors have been consolidating their appeal to price-insensitive customer groups by continuously optimizing the high-end service experience, aiming to deepen different advantages amid intensifying competition from budget airlines like Frontier Airlines.
Bastian pointed out that the demand for high-end travel shows no signs of slowing down and has become a core driver of the company’s revenue growth.
Delta Air Lines’ high-end strategy has proven to be successful. Bastian revealed that next year, for the first time in history, the company is expected to sell more high-end seats than economy class seats, achieving this milestone a full year ahead of expectations.
Currently, high-end seats on Delta aircraft have become the primary source of revenue. This is a remarkable shift as high-end seats were previously seen as loss-leading products. With the purchase of newly designed aircraft with revamped seat layouts, high-end seats are expected to account for about 50%.
To meet the demand for high-end experiences, Delta and some other airlines are actively adding luxurious seats with flat beds, footrests, and large entertainment systems in new aircraft. However, some designs have caused delays in new aircraft deliveries due to safety assessments required by regulatory agencies.
Financial data also confirms the success of this transformation. Third-quarter revenue reached a record $15.2 billion, a 4.1% year-on-year increase, slightly exceeding the Bloomberg consensus estimate of $15.1 billion. Adjusted earnings per share were $1.71, surpassing the expected $1.56. The company has raised its full-year free cash flow forecast to $3.5 to $4 billion.
Delta Air Lines’ stock has risen by 2% in 2025, outperforming American Airlines’ 14% over the past five years.
Despite the slowdown in travel demand and operational challenges in the aviation industry, investors remain optimistic about Delta’s stable profits and high-end transformation.
JPMorgan analyst Jamie Baker referred to Delta as the “industry leader among full-service airlines” and gave it a buy rating. Yahoo Finance data shows that 95% of analysts have issued buy ratings.
Previously, at the 2025 Consumer Electronics Show (CES) in Las Vegas, Delta Air Lines announced the launch of an AI-powered “Delta Concierge” within the Fly Delta app to provide personalized flight experiences, including passport expiration reminders, visa requirement updates, airport navigation, and more.
Furthermore, in terms of in-flight entertainment, Delta partnered with YouTube to provide a platinum-tier ad-free video service, combined with the next-generation Delta Sync smart seats featuring 4K HDR screens and 96TB of cloud storage, offering passengers a comfortable and home-like entertainment experience.
In addition, Delta has invested over $1 billion in creating free global Wi-Fi and has deepened consumer services through partnerships with brands like Uber. Delta is also collaborating with Airbus to achieve a vision of zero carbon emissions in flights by 2050.
Bastian emphasized that while budget-conscious travelers can still choose Delta, they may face situations like last boarding and limited luggage space. For passengers seeking quality experiences, Delta’s operational advantages—from the renovated LaGuardia Airport in New York to exclusive lounges and new wide-body jets—will set it apart in the competitive landscape.