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In a savvy move to attract frustrated Southwest Airlines customers, Delta Air Lines has introduced a special offer for those willing to switch loyalty. In response to Southwest’s decision to end its popular “Bags Fly Free” policy, Delta is offering higher-tier Medallion status through its Status Match Challenge, which may be the smartest idea I’ve seen yet. Here’s why it stands out.
Southwest’s Policy Shift: A Customer Backlash
Southwest Airlines has long been known for its customer-friendly policies, particularly the ability for travelers to check two bags free of charge—a perk that endeared the airline to budget-conscious flyers. However, earlier this year, Southwest announced a significant change: starting on May 28, 2025, it will begin charging passengers for checked bags on flights booked after that date. While the new policy does provide exemptions for certain customers, such as Rapid Rewards A-List Preferred members and Business Select travelers, the decision has caused an uproar among loyal Southwest flyers.
This policy change is part of Southwest’s strategy to increase profitability in response to pressure from activist investor Elliot Investment Management, which has been pushing for higher margins. Given that airlines made $5.5 billion in checked bag fees last year, Southwest sees this as a simple way to generate more revenue. However, the move goes against the brand’s legacy of being a customer-friendly alternative to the major carriers like Delta and United.
Delta’s Smart Response: Sweetening the Deal for Southwest Customers
Delta Air Lines is seizing this opportunity to appeal directly to Southwest’s customers who may feel alienated by the new baggage policies. Delta’s updated Medallion Status Match Challenge allows Southwest A-List and A-List Preferred members to receive comparable elite status in Delta’s SkyMiles program, offering them a trial period to experience the benefits of flying with Delta.
A-List members are eligible for Gold Medallion Status, which includes perks like unlimited complimentary upgrades, priority boarding, and waived baggage fees. Meanwhile, A-List Preferred members are offered Platinum Medallion status, which includes higher upgrade priority, as well as exclusive benefits such as Choice Benefits—upgrade certificates or travel vouchers.
How the Status Match Challenge Works
The Medallion Status Match Challenge gives travelers 90 days to enjoy their new Delta benefits, but to keep this status beyond the trial period, participants must meet specific Medallion Qualification Dollar (MQD) thresholds. Gold Medallion status requires $2,500 MQDs, while Platinum Medallion status requires $3,750 MQDs.
By addressing Southwest customers’ pain points, Delta is positioning itself as a more customer-centric alternative that values loyalty. It’s a smart move that gives Southwest flyers the chance to experience Delta’s premium services and perks firsthand, which could encourage long-term loyalty.
A Winning Strategy
Delta’s proactive approach to addressing Southwest’s policy change has the potential to attract new customers, especially those feeling frustrated by the upcoming baggage fees. By offering benefits such as complimentary upgrades and waived baggage fees, Delta is ensuring that it stands out as a responsive, customer-focused airline. This initiative not only appeals to Southwest’s elite members but also sets Delta apart by demonstrating its commitment to delivering valuable services and rewarding customer loyalty.
In a time when many travelers are reconsidering their airline choices, Delta’s Medallion Status Match Challenge is a brilliant move that could help the airline win over new customers, while positioning it as a top competitor in the airline industry.
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Source: https://www.travelandtourworld.com/news/article/delta-air-lines-offers-sweet-deal-to-southwest-customers/