Delta Air Lines is undertaking a major Delta One revamp, adding Wagyu burgers, Blanton’s bourbon and Napa Cabernet costing more than $200 a bottle as it targets travellers willing to pay for a more premium experience.
The redesign will begin on transoceanic flights from Los Angeles in November before being introduced across the airline’s network on March 1. Delta describes it as its biggest and most comprehensive investment in almost three decades.
The move comes as premium ticket revenue reaches near-parity with sales from the main cabin. In the September quarter, Delta’s premium revenue rose 18% to $6.82 billion, compared with $6.80 billion from the main cabin, which increased by 12%.
Overall adjusted revenue reached $17.6 billion, up about 16% despite broadly flat capacity. Revenue from premium and other diversified streams accounted for 61% of the total, while main cabin revenue represented 39%.
Delta expands premium capacity
Delta said premium capacity increased by between 6% and 7% during the quarter, while premium load factors rose by almost two percentage points. Chief commercial officer Joe Esposito said the airline had not relied on discounted fares to fill the seats.
The carrier plans to reduce main cabin seats year on year in the fourth quarter. When a Boeing 787 replaces a 767, the proportion of premium seating rises from about 30% to more than 50%, Esposito said.
Main cabin demand has nevertheless remained resilient, with unit revenue increasing 17% for a third successive quarter as rival airlines withdrew unprofitable capacity.
Delta chief executive Ed Bastian attributed the shift towards premium travel to changing consumer behaviour. He said the wealthiest 40% of US households, which make up most of Delta’s customers, were “nearly $40 trillion wealthier than they were just a few years ago and increasingly prioritizing experiences, including travel”.
The airline’s latest investment follows a fleet upgrade worth more than $1 billion, announced in April, which will introduce new suites on its Airbus A350-1000 aircraft from early 2027.
New menus and drinks in Delta One
The revamped service will offer dishes including roasted sea bass, braised lamb, short rib, macaroni cheese and mushroom risotto, alongside the Wagyu burger. Delta’s culinary team said the short rib is braised for eight hours and that sauces will be served separately so passengers can choose how much to add.
Chef Simon Hulstone, whose Elephant restaurant in Torquay has held a Michelin star for two decades, has helped shape the programme. Chefs Norio Ueno and Jereme Leung are also advising on regional dishes.
Delta said it had reduced its wine selection from 1,600 bottles to 13 wines from 11 wineries, with fewer rotations each year. Champagne Taittinger is being extended to domestic Delta One services, while Blanton’s bourbon will be introduced on December 1 and Dassai 45 sake on flights to Tokyo Haneda from November 3.
Passengers will also be able to pre-select their main course up to 18 hours before departure. The airline said it believed no other US carrier offered a window so close to take-off.
More than 200 employees and flight attendants contributed to the programme over 14 months, with 36 trial flights and more than 60 new pieces of tableware. Delta has also announced a Winter Elsewhere amenity kit and a second Missoni pillow for international services.
Ranjan Goswami, Delta’s chief marketing and product officer, said: “Every investment we make is deliberate and designed to deliver the industry’s most premium end-to-end travel experience.”
Delta launched the Delta One brand in 2015. Suite doors are now fitted across almost half of its fleet, and Goswami expects that proportion to reach about 60% by the end of next year.
The airline reduced its 2026 profit forecast to between $5.10 and $5.60 a share, from an earlier range of $6.50 to $7.50, after fuel costs rose sharply. Adjusted pre-tax profit remained at $1.5 billion in the latest quarter despite $1.6 billion in additional fuel costs.
