DL Fares
Hey General,
DL's getting some flack for revenue deflation with the new Simplifares program. While I am too uneducated to tell you whether or not it's a spot on program, it's both innovate and practical (at least as far as the network carriers are concerned), so I hope it works for you guys.
First things first, it's about friggin' time an airline makes a reasonable attempt to fill F with revenue pax that are NOT frequent fliers getting courtesy upgrades from rock bottom fares. I'm a low level FF on a particular SkyTeam carrier, and frankly, I cannot figure out why my 5 transcons a year at $250 a pop makes my butt worth putting in F for no extra charge, or furthermore, why they'll actually let me sit in F for paying a $250 fare. Some carriers use fare class restrictions for their international upgrades, but the major problem with that is that those upgrades are still done a week before departure. IMHO, if a customer pays a higher fare for the sole purpose of a possible upgrade, there should be some rebate if a customer can't be upgraded. Anyway, pricing domestic F at a price that is affordable is a good start. If the seats were a little better than souped up exit row coach seats, I would seriously consider paying $800 for the trans-con that I just booked in coach.
Next, I'm happy to see somebody do something with revenue generation. For too long, everybody has been focusing on cost and cost control, ignoring the revenue side of the house; which, not to to state the obvious, is broken. Those stupid Saturday stay rules and $100 change fees have got to go. For one, not every leisure traveler has the standard Sat-Sun off days, and not every leisure traveler has $100 to spend on change fees. Dropping the Saturday stay was smart, but the problem with ANY change fee is that changes arent' "free" anyway. They still come with the disclaimer that you must pay any applicable fare increases. I'm sure you know that if you made a last day or last minute change to a reservation, that you would have to buy the equivalent of a full fare ticket, which is much greater than the change fee. If it were possible to change most itineraries and not pay a fare increase, then $50 would be an appropriate surcharge.
Next, I think adding some more flexibility to tickets would be a way to get people to may modest increases in fares. Perhaps by paying an extra $50 at time of booking, passengers might be able to make confirmed changes to the time of day (but not date) of travel. I know I'd be willing to do that in a lot of cases.
The other thing DL ought to do is completely revamp DL.com. It sucks. If you want to buy a ticket, you can either search by price or search by schedule. With the first option, it will give you the first xxx cheapest tickets, and there's no way to force it show additional flights that may be slightly more expensive. The other option lets you pick by flight, but doesn't tell you if you could save a few bucks by flying slightly earlier or later. NW, CO, and Expedia all have some form of a search by schedule AND price, where it displays every flight leg by leg and the associated prices. It's also nearly impossible to pick which fare rules you want to buy; it seems that you either get cheap seats or the expensive ones, and nothing in between. Southwest has a GREAT website in that respect -- it shows you all the available fare buckets and associated rules. It really is great.
Another thing DL needs to do is revamp SkyMiles a little bit. I know other airlines have monkeyed around with earning miles based on fare paid, and giving less than 1 mile earned per mile flown on the cheapest fares. That was a PR disaster, even if it had to be done. Instead, they went back to the old system but reduced the number of FF seats available in each flight and market. This is pissing people off too. If it were up to me, I think an equitable solution would be to raise the amount of miles needed for a freebie ticket to somewhere between the "cheap" seats and the "not cheap" seats but then do it WN style and give a ticket out if there's an open seat. The FF program (or should I say miles) have no meaning to the consumer if they can't use them. Even if the award seats cost a little more, knowing that one could actually redeem the miles might drive business to DL. It's either that or chuck SkyMiles altogether (not a bad idea, but a PR disaster).
Although DL is not my "carrier of choice" within SkyTeam (I picked mine long ago when DL did not serve my hometown), I do travel on DL when it makes the most sense for me to do so, and if DL can attract more business and make money, I hope simplifares works for you guys.