Delta Air Lines showcases future plans at Las Vegas Sphere event

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Delta Air Lines showcases future plans at Las Vegas Sphere event

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Ayana Morali Contributor | The Points Guy

By Sky Industry News

Jan 10, 2025

Delta Air Lines recently made a significant impression in Las Vegas with its event at the Sphere, coinciding with CES 2025. The airline's presentation combined product announcements and brand promotion, featuring appearances by CEO Ed Bastian, actress Viola Davis, and Delta's strategic advisor Tom Brady. Musician Lenny Kravitz also performed during the event.

The immersive venue allowed Delta to showcase its history and future innovations. A virtual fireworks display celebrated the airline's 100th anniversary, while an Uber Eats partnership was promoted through a staged delivery. Attendees experienced new inflight entertainment options and an AI "concierge" tool set to launch later this year.

Delta aims to establish itself as more than just a transportation provider. "For us, the opportunity certainly is to be a heartfelt, loved brand," said Tim Mapes, Delta's senior vice president and chief communications officer. The company strives for recognition similar to brands like Apple.

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Inside the Sphere, Delta's branding extended even to bathroom products matching those on their planes. Exhibits displayed the airline's century-long journey, attracting aviation enthusiasts who examined historical items.

The event emphasized Delta's status as a leading consumer brand in the U.S., supported by its top rankings in industry reports and substantial investments in premium experiences over 15 years. The airline has achieved notable profitability among U.S. carriers.

However, competition remains fierce. United Airlines has made strides in innovation and customer experience enhancements that rival Delta’s offerings.

Despite challenges such as operational disruptions experienced last July due to a technology outage, Delta continues pursuing excellence. Mapes noted that high standards are essential for motivating employees: "We want to make sure they feel a part of something that is world-class."