In an exciting development for frequent travelers and rideshare users alike, Delta Airlines has announced a new partnership with Uber to reshape its loyalty program. Set to commence in the spring, this collaboration will mark the end of Delta’s longstanding association with Lyft, effective April 7. During a keynote address at the CES conference in Las Vegas, Delta CEO Ed Bastian revealed this significant shift, sharing the stage with Uber’s CEO Dara Khosrowshahi. The move indicates a strategic focus on enhancing customer rewards and accessibility for Delta’s loyal SkyMiles members.
Under the terms of the partnership, SkyMiles members will benefit from a more lucrative rewards structure linked to their Uber usage. Members who connect their accounts to the Uber app will earn one point for every dollar spent on standard UberX rides to and from airports, escalating to two points per dollar on premium rides and an impressive three points per dollar on Uber Reserve rides. Furthermore, members can also earn points on eligible Uber deliveries, covering restaurants and grocery services. However, the lack of clarity surrounding what constitutes ‘eligible’ remains a potential point of confusion for users eager to maximize their rewards.
This revamped rewards system represents a considerable enhancement over the previous arrangements with Lyft, where SkyMiles members earned only two points per dollar spent on airport rides and one point for all other domestic rides. Thus, Delta’s alliance with Uber appears rooted in a desire to increase the allure of its SkyMiles program and engage more effectively with modern travelers.
As Uber’s CEO noted, a significant proportion of rideshare bookings—about half—originate or conclude at airports. This statistic underscores the enormous potential that this partnership holds, as it aligns seamlessly with the travel habits of passengers. Uber’s integration into Delta’s loyalty program not only benefits the airline’s customer base but also affirms Uber’s position in the competitive rideshare market among travel-centric consumers.
In addition to the loyalty program announcement, Delta is broadening its in-flight entertainment landscape. During the same CES event, the airline unveiled plans for its Delta Sync personalized seatback system to introduce ad-free access to YouTube Premium and YouTube Music within the year. This pivot toward customizable entertainment reflects a growing trend among airlines to provide premium services that enhance the passenger experience.
Moreover, Delta’s collaboration with NFL icon Tom Brady, who will lead a health program named Well Travel, hints at a broader strategy of integrating wellness into air travel. Brady’s partnership with the airline as a strategic advisor denotes Delta’s commitment to fostering a holistic travel experience rooted in well-being, teamwork, and leadership—qualities synonymous with both Brady and the airline’s evolving brand vision.
Overall, Delta’s partnership with Uber signifies a bold step forward in its customer engagement initiatives, promising a more rewarding travel experience for its SkyMiles members. By evolving its loyalty program and integrating wellness and entertainment into the travel experience, Delta not only reinforces its connection with its customers but also solidifies its standing within the competitive airline industry.