When a competitor stumbles, it's time to go after their customers. Delta Airlines has announced a limited-time status match offer that targets Southwest Airlines elite flyers. They join American Airlines, which launched a similar offer earlier this week.
What is Delta Offering Southwest Flyers?
Until September 30, 2025, Southwest Rapid Rewards A-List members can apply to receive Gold Medallion status with Delta. A-List Preferred members will be matched at Platinum status.
This is a higher level of status match than would normally be offered to Southwest flyers. Flyers whose match is approved will retain this status for three months.
There are a host of rules attached to the status match offer. Basically, though, the flyer can retain the matched status past the three month period by flying on Delta and earning enough Medallion Qualification Dollars (MQDs).
As is typical today, Delta abandoned the practice of awarding status based on miles flown and instead uses a revenue metric.
Why Are Southwest Elite Flyers In Play?
Delta and American have launched these special offers because policy changes at Southwest have upset many of their loyal customers.
Notably, Southwest has ended its "bags fly free" policy, adopted assigned seating, and is adding premium seating options.
While some customers will welcome the ability to book a particular seat, perhaps with extra leg room, these changes make Southwest much more like its big three U.S. competitors.
Flyers who appreciated Southwest's unique (and often quirky) customer experience have expressed displeasure over the changes.
It remains to be seen how many Southwest customers will desert the airline. The fees for checked bags will affect primarily casual flyers.
The high status flyers Delta and American are targeting will still get free checked bags, as will holders some of Southwest's branded credit cards.
These frequent travelers may also be the most likely to take advantage of more comfortable seating options.
Will United Improve Its Status Match for Southwest Flyers?
United Airlines currently offers a MileagePlus status match for Southwest customers, but it is less attractive than the temporary offers from American and Delta.
United currently matches A-List members to Premier Silver and A-List Preferred to Premier Gold. An offer comparable to the other airlines would bump the matches to Gold and Platinum.
What Can Marketers Learn?
Delta and American have responded quickly to try to siphon off unhappy Southwest Flyers. A short-term status match created very little out of pocket cost for the airline, but greatly reduces "switching costs" for the flyer.
Instead of starting from scratch to build status with a new airline, the customer can start at a higher level and fly to maintain that status.
It's notoriously difficult to get someone who has achieved elite status with an airline to switch brands. These "bonus" status match offers aim to do just that.
When a company makes big changes that alienate some of its loyal customers, smart competitors take action to try to capture some of those customers. Reducing the friction associated with switching brands is one key way to win them over.
