Editor’s note: this content was originally featured on Fortune Brand Studio.  

An estimated 2.9 million passengers fly throughout the U.S. every day, averaging up to three hours onboard. However, not all flights are created equal. As travel demand continues to grow, frequent flyers are paying more attention to the quality of their journeys. Airlines have had to innovate and adapt to meet the needs of the modern traveler and look for ways to elevate the customer experience that go beyond upgrade listings or other priority benefits to encourage customer loyalty. 

“The evolution of the in-flight experience continues to be closely tied to the changing experiences in consumers’ everyday lives,” says Ranjan Goswami, senior vice president of customer experience design at Delta Air Lines. “Today, that means a move toward curated experiences that feel a lot like what customers enjoy at home.”  

Traditionally, airline loyalty programs have been built on the idea of longer term benefits—that customers should sign up, enjoy their travel, and over time, receive benefits for the loyalty they’ve shown. However, as high travel demand continues to intensify competition between airlines, Delta has expanded its focus and resources to deliver more immediate benefits to customer loyalty. 

The company’s mission to bring immediate value to customers has prompted several industry-leading innovations at Delta that are helping customers experience seamlessly connected travel—from free, streaming-quality Wi-Fi to personalized, multi-screen experiences that mimic at-home connectivity. 

Curated experiences take flight 

To keep pace with evolving customer interests, Delta is expanding connectivity at an unprecedented scale. Already available on most domestic mainline flights—more than 620 aircraft—Delta’s free Wi-Fi rollout is off to a strong start. In the past year alone, customers logged more than 32 million streaming-quality sessions using this one-of-a-kind internet option, which delivers high-speed streaming and allows travelers to explore and discover new content, entertainment, and more.  

Providing streaming-capable connectivity allows Delta to elevate its customers’ journeys. Teams have designed two entertainment products as part of the onboard Wi-Fi experience that complement each other throughout the duration of a flight.  
  
The first, Delta Sync Wi-Fi presented by T-Mobile, is available on personal devices and is accessible at no cost through a Wi-Fi login page with a free SkyMiles membership. In addition to high-quality connectivity, members can get immediate access to exclusive content and offers from hand-picked brands, chosen based on what Delta’s customers want to do onboard: watch the latest box-office hits, engage in brain-stimulating activities and games, stay connected with loved ones, and be productive with work and other commitments.  
  
The second product, Delta Sync seatback, is an update to the airline’s seatback screens, designed to feel more like the smart TVs customers use at home—greeting customers by name; updating them on their ETAs, connection gates, and bag status; unlocking features common on popular streaming services; and providing a library of more than 1,000 hours of movies, TV series, and Spotify-curated playlists. It is rolling out to select aircraft now and features best-in-class content, technology that remembers where a customer left off on a movie, a list of favorite movies and series, and more.  

“We see the aircraft as a powerful digital platform for personalized customer engagement, immersion, and discovery,” says Goswami. “That’s why we keep a close pulse on customer needs and expectations.” 

Behind the scenes, Delta is focused on learning how customers want to engage with the platform in order to make adjustments in real time, further improving the experience.  

“We have seen that, much like in their family rooms, many people are enjoying multiple screens at the same time while flying—watching content on the seatback screen while doing work on their laptops and texting their families and friends on their cell phones,” says Goswami. “The curation features on Delta Sync were built with this multitasking customer in mind.” 

Connecting new initiatives to a customer pipeline  

Although these innovations are a hit among travelers, implementing them at the scale required for a global airline was a challenge. “Changing the satellite capabilities on hundreds of aircraft is certainly not a simple router swap,” says Goswami. “It requires taking a hands-on approach across our coordinated team of engineers, developers, designers, product leaders, and technicians working tirelessly alongside trusted satellite connectivity partners.” 

As of November 1, 2023, more than 1.6 million fliers have joined SkyMiles to access free Wi-Fi, and all were able to find immediate value in that choice, according to Goswami. By joining SkyMiles and filling out a profile, Delta Sync automatically uses that information to personalize customers’ experiences on flights. “It not only gives us a head start in earning their business next time,” he says, “but it also unlocks an entirely new way of serving them in the moment. Delta Sync helps us recognize and reward our loyal members by putting them at the center of their journeys, ultimately furthering their preference for our brand.” 

These innovative upgrades are a continuation of the company’s commitment to connection. Ranked No. 12 on the Fortune Most Admired Companies list for 2023, Delta has maintained a steady reputation for its operational reliability and ability to develop strong relationships with its customers. 

“What we are doing in terms of connectivity and curated digital experiences onboard the plane builds on what our people already do so well,” says Goswami. “As customers deepen their relationships with Delta through these logged-in member experiences, we’re able to know and serve them better, with more seamless journeys, proactive and flexible care, and memorable interactions.”  

Through the warmth and service of the Delta people and the power of innovation, Delta never stops looking for ways make every trip feel made for you. Learn more about Delta Sync on delta.com/sync.