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Basic Business? Platinum Pro? Premium Plus? Airlines have a naming problem—here’s how to fix it
The article highlights the confusion and frustration surrounding Delta Airlines' new fare category, 'Basic Business', which exemplifies the broader issue of convoluted naming conventions in the airline industry. For brand strategy, this underscores the importance of clear, expressive naming that resonates with customers and differentiates offerings, rather than relying on generic terms that dilute brand identity.
FastCompany: In early July, Delta Airlines announced that it would begin offering a new category of fares for its Delta First, Delta Premium Select, and Delta One seat tiers. The Delta One option came with a name that felt like an oxymoron: “Basic Business.” According to Delta’s press release on the move, these “Basic” ticket options allow customers access to some premium onboard experiences, but at a lower price point and with some trade-offs—like reduced checked bag allowance and lower mileage earned.
Basic Business, for example, is described as an “entry-level tier for Delta One,” which essentially gives passengers the in-flight Delta One experience without access to Delta One check-in or the company’s swanky Delta One lounges. Delta isn’t the first airline to experiment with the concept of a “basic” business tier. Earlier this year, United introduced a new “Base” fare for its top “Polaris” ticket that strips away several of the regular Polaris fare’s perks (like access to the Polaris lounge).
As major airlines’ business models increasingly prioritize new premium offerings geared toward more affluent consumers , as well as emphasize added fees , they’re essentially driving profits by chopping the ticket-buying process into smaller and smaller chunks. On social media, the reaction to Delta’s new fares has been swift, with commenters critiquing both the overall concept and the head-scratching Basic Business naming convention. For many travelers, the move is emphasizing how convoluted airline tier names have become.
According to multiple brand naming experts who spoke with Fast Company , there’s a reason that so many major airlines are making the same mistakes: They’re all playing a big game of telephone within one of the most risk-averse industries in the world, and it ultimately results in a lose-lose for everyone. “If Delta could charge you for using the lavatory they would” The most common reactions to Delta’s new Basic Business class have been confusion, skepticism, and frustration. One post in the subreddit r/delta circulating the news has amassed more than 200 comments.
The top comment reads, “Per usual nothing delta changes actually improves the experience for its patrons. They will segment business and first class by stripping some perks from it. Which I believe will also lead to a cascading effect of more segmenting of classes.” Another user responded to this sentiment, “If delta could charge you for using the lavatory they would.” On LinkedIn , experts in the airline space are expressing similar concerns. Andrew Kunash, founder of the airline news company PNM Now, wrote, “Not excited about this one.
Delta announcing basic business-class fares could mean we’ll soon pay more for what we already get with a standard Delta One ticket. Only time will tell.” Alison Sider, an air travel reporter at The Wall Street Journal , added, “Delta is joining United in bringing some of the restrictions of its most barebones fares to the premium cabins. It says its new Basic Business is not an oxymoron—it’s a cheaper way into luxury for people who want in-flight comfort but don’t need all the bells and whistles.
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The article addresses a significant issue in the airline industry that affects brand perception and customer experience, making it highly relevant for brand strategy professionals seeking to improve naming conventions.