Delta will begin trialing Comfort Plus fare bundles in 2025.
Delta president Glen Hauenstein said during the carrier's Investor Day on Nov. 20, "We're experimenting and we're going to see what customers like and don't like, and we'll bring that to life."
The Comfort Plus bundles are the start of a broader Delta initiative to merchandize its premium products, potentially selling fare bundles within its domestic first-class cabin and within its international business and premium economy cabins.
Hauenstein explained that Delta sees the most potential for such segmentation in first class and premium economy. But the airline will undertake the initiative in what he called a bottom-up fashion, starting first with Comfort Plus, which is Delta's extra-legroom offering in economy.
Comfort Plus customers currently receive earlier boarding than standard economy flyers and dedicated overhead bin space. On longer flights, they also receive upgraded snack options.
Hauenstein said Delta plans to experiment with three Comfort Plus bundles, which he described as good, better and best offerings. He didn't provide details.
Airlines price in a punitive fashion, Hauenstein said, charging extra for close-in bookings and flights that are heavily in demand. Instead, customers should be able to trust that if they pay more, they'll get more.
"That's really the way good retailers have worked and the way airlines have not," he said. "And it's the way that we're going to transform ourselves over the next three to five years."
Currently, Delta offers only a standard product in its business, first and premium economy cabins. Those fares include such items as checked bags, food and beverages, seat assignments, lounge access and priority check-in.
But in the main cabin, Delta and other full-service U.S. carriers have had success with unbundling. A passenger in a Delta main cabin purchases a ticket that includes an advanced seat assignment and a carry-on bag. But flyers pay more for items such as checked bags, meals, alcohol and for selecting a well-positioned seat.