For those who are new to Delta they, right now, only have two seats on all jets no matter what they are telling the general flying public. They have either a business class seat or a coach seat. They may call the seats all kinds of “branded” names to WoW travelers but once they fly them they may or may not be really thrilled with what they received either in seat size or leg room or even the perks. Travelers may have expected food or some level of service that the length of flight did not qualify for under Delta rules. The spin of seat names is truly impressive when you take a look.
Then again, over the next year or so, Delta will in reality have “real” 3 class service – that is, a Premium Economy or Delta Premium (DP)seat (because they sure cannot just call it PE like everyone else) that unlike Comfort+ or what we call C+ that is the exact same seat as the rest of coach, is bigger than other coach seats. It may not be as large a premium as the competitors’ (or partners’) DP seats, but still a better seat than standard coach.
But did you notice something that instantly stood out to me about the seat order? In addition to beginning the list with the “Onboard Experience“, Delta has placed the new DP seat in a higher order than the domestic 1st class seat. That is really interesting psychology inside the mind of Delta branding.
Maybe I am one who really thinks branding domestic business class as 1st class is just silly. Not that new Delta domestic 1st class is not a very nice quality domestic product, but clearly it is NOTHING like a real 1st class seat you would see on many other international airlines. Calling something 1st when it is not to me cheapens what is in fact a solid and competitive business class product. In other words if Delta called it business I could be bragging what a great business class seat it is vs. griping it is not at all 1st class.
But it is also very interesting to me how much Delta is going to push the PE seat. This order of branding on Delta.com to me tips the hand of Delta marketing and what we can expect next year. This is going to be a big revenue point for Delta on international fights. While we know Delta is going to allow coach>Delta One (D1) global upgrade certs I am guessing there will be much greater space for those who are buying PE seats to score those D1 seats over those who are hoping for the jump all the way up front. Just a guess on my part but a solid one I think when you know REV management like we do.
The other big question is will there be C+ seats on Delta international jets. I am guessing NO as it will confuse buyers between DP and C+ and some may buy C+ expecting DP and become furious to have the same seat as the rest of coach. I could be wrong, but if I am it will be a nightmare for Delta customer service.
- Our aka flyers codes for Delta seat branding 🙂
- D1S = Delta One business class suites seats
- D1 = Delta One business class seats
- DP = Delta Premium Economy seats
- 1st = Delta domestic business class seats
- C+ = Delta Comfort+ seats same as coach but a tiny bit more leg room
- C- = Coach seats
Then there is Delta One Suites or D1S. For now (and don’t read anything into these words) D1S is being treated the exact same as D1 as far as product sales and GU cert upgrades. Again, if you look at the above long list, if Delta decides to yet again one day differentiate this product from all the others they are creating and even longer list of separation of 3 seats as D1S is not that different from D1 – it just includes a small door. Bottom line from all of this is Delta wants to do all it can to differentiate mentally for us many of the exact same or essentially the same seats as unique experience vs. a truly different product.
I cannot wait to see how this set branding games works out. You? – René
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