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Delta Air Lines targets high-end travelers with luxury lounge at LAX

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Delta Air Lines targets high-end travelers with luxury lounge at LAX
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Ekrem Dimbiloglu Delta’s Managing Director of Onboard Strategy and Experience | Official Website

Delta Air Lines is advancing its efforts to attract high-end travelers in Los Angeles through its Delta One Lounge at Los Angeles International Airport (LAX). Opened in October 2024, the lounge offers an experience that includes hot towels, caviar-topped ice cream, and massage chairs, promising "world-class dining, indulgent wellness experiences, and a new standard of elevated service."

The Delta One Lounge is part of Delta’s strategy to provide luxury amenities to its wealthiest passengers. According to Ekrem Dimbiloglu, Delta’s Managing Director of Onboard Strategy and Experience, "The investment in Delta One attracts loyalty. We want to make sure that we are the brand that customers see as the premium airline."

This premium experience is targeted at travelers who continue to choose between commercial flights and private aviation. Alan Fyall, Associate Dean of Academic Affairs at the University of Central Florida’s Rosen College of Hospitality Management, commented on this trend: "It may mystify some people, but there is such demand for these sorts of things. People want the ease, they want the comfort and the luxury."

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Access to the Delta One Lounge is primarily for travelers with a same-day Delta One ticket. Delta 360 Members with first-class tickets and certain partners in their first and business-class cabins can also enter the lounge. Delta also has locations at Boston Logan International Airport (BOS) and John F. Kennedy International Airport (JFK).

Delta has committed to enhancing its luxury offerings, including the 10,000-square-foot Delta One Lounge and a new 30,000-square-foot Delta Sky Club, all part of a $2.3 billion joint redevelopment project with Los Angeles World Airports.

In addition to the amenities in the Delta One Lounge, Delta plans to spend $5 billion in 2025 on infrastructure to support premium offerings. Delta was the top carrier at LAX in 2024 in terms of passengers and revenue-related operations. However, the airline faces economic challenges, including a drop in stock price and reduced profit estimates.

The market for luxury air travel continues to grow, with other airlines like Virgin Atlantic and United investing in similar high-end services. However, Delta must balance these high-end offerings with maintaining service for budget travelers, who constitute the majority of air travel. Fyall noted, "You want to offer the premium end, but you don’t want to rub it in people’s faces."

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