Copyright dailymail
Delta admits loyalty is dead as it axes free upgrades - now anyone can fly up front for $25 READ MORE: Delta staff swoon over 'cute' new dresses as uniform is revamped By BEN SHIMKUS, US CONSUMER REPORTER Published: 12:58 GMT, 8 November 2025 | Updated: 04:52 GMT, 9 November 2025 Delta fliers are up in arms over the company's latest first-class U-turn. Delta Air Lines is now selling first-class upgrades for as little as $26, according to travel expert Gary Leff, the creator of View from the Wing. It's a move that's sparking outrage among elite flyers who used to get those seats for free. The offer, first spotted by a frequent flyer on a Chicago-to-Detroit route, marks one of the lowest 'buy-up' prices ever reported for a premium cabin, Leff said. For decades, upgrades were the crown jewel of airline loyalty programs. Travelers who racked up thousands of miles — and often spent tens of thousands of dollars on tickets at their preferred airline — could count on complimentary bumps to first class when seats went unsold. But Leff fears those days are largely gone. A Delta representative didn't respond to the Daily Mail's request for comment. Frequent Delta fliers and industry analysts are up in arms over the company's recent change to its loyalty programs The BBC dossier that could prove cover-up of Bashir's Diana deception 4.9k viewing now Andrew plays hardball: Eviction demands and why he won't pack teddies 81.6k viewing now Charles appears moved by God Save The King at Festival of Remembrance 2.4k viewing now Delta confirmed to Leff that only about 12 percent of its first-class seats are now given out as upgrades, compared with 81 percent 15 years ago. The rest are sold directly to passengers, often at deep discounts just after purchase. The $26 offer illustrates how aggressively major airlines are now monetizing every square inch of the cabin. And, many customers have spotted auctions for the luxury seats starting minutes after flights are booked. This isn't the first time Delta's ticket options have ruffled feathers this year. In July, the airline said it was using AI to help set its fares. Delta previously relied on fixed and fair pricing models, where customers in similar seats largely paid the same price. But by the end of 2025, 20 percent of all fares will be set by AI in partnership with Fetcherr, a pricing company. A Delta executive previously boasted the system can predict 'the amount people are willing to pay for the premium products related to the base fares,' sparking fears of a digital price squeeze. Delta's CEO, Ed Bastian, reported $1.42billion in profit last quarter, easily besting Wall Street's expectations for the airline Delta has been launching new AI technology to help the company set its online pricing Delta said its flight attendants are servicing more luxury vacationers who are flying to high-end locations Delta Airlines unveils long anticipated uniform refresh Progress: 0% Current Time 0:00 Duration Time 0:38 Video Quality ---WhiteBlackRedGreenBlueYellowMagentaCyan---OpaqueSemi-Opaque ---WhiteBlackRedGreenBlueYellowMagentaCyan---OpaqueSemi-TransparentTransparent ---WhiteBlackRedGreenBlueYellowMagentaCyan---OpaqueSemi-TransparentTransparent 50%75%100%125%150%175%200%300%400% NoneRaisedDepressedUniformDropshadow DefaultMonospace SerifProportional SerifMonospace Sans-SerifProportional Sans-SerifCasualScriptSmall Caps Fliers and lawmakers immediately complained. Democratic senators Ruben Gallego, Mark Warner, and Richard Blumenthal fired off a letter to Delta CEO Ed Bastian, demanding to know if the airline's AI tools are designed to hike fares up to each passenger's personal 'pain point.' 'I think they are saying that they think the algorithm is too frugal with pricing,' a flier wrote on Reddit. 'They are going to do something with the aggressiveness to send ticket prices to new heights.' In October, Delta reported better-than-expected profit at $1.42 billion, as luxury travelers scooped up tickets to their favorite vacation destinations. First-class seat sales rose 9 percent in the prior three months. Share or comment on this article: Delta admits loyalty is dead as it axes free upgrades - now anyone can fly up front for $25 Add comment
