US airline Delta has just changed the way passengers board its aircraft, so boarding zones for Delta-operated flights worldwide will be renamed to reflect the branded fare purchased. The boarding order change will be accompanied by new colour accents distinguishing Delta’s fare products.
Delta wants passengers to board planes by branded fare purchased. Image by izusek
Passengers who need assistance, as well as parents with small children, will get to board first, followed by Delta One and Delta Premium Select/First Class passengers. The order will then see Comfort+ passengers boarding next, followed by Gold and Platinum Medallion members, Main Cabin 1, Main Cabin 2 and Main Cabin 3, and last but not least, Basic Economy. Each of the fare products will have a specific, complementary colour allocated from booking through boarding.
The new colour palette for Delta boarding zones. Image: Delta
The colours are inspired by Delta’s primary brand palette and the ‘passport plum’ shade of purple introduced with the airline’s 2018 Zac Posen-designed uniforms. Delta has increased the number of boarding groups to encourage fewer customers to line up in the gate area at any one time. It says that it aims to bring simplicity and clarity to the gate and boarding experience, and its research team found that passengers like the exclusivity of boarding in smaller groups.
The colours are inspired by Delta’s primary brand palette introduced with the 2018 Zac Posen-designed uniforms. Image: Delta
“Every customer values consistency and a sense of knowing what to expect when they’re traveling,” said Tim Mapes, Delta’s senior vice president and chief marketing officer. “This latest enhancement further refines how Delta’s process works and is designed to better link the Delta product they purchased to differentiated experiences throughout their journey.”
For further information on how the new system will operate, please see here.
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