Following up on its years of frequent flyer innovations, such as getting rid of frequent flyer charts that let consumers know how many miles a frequent flyer redemption will cost, Delta announced today the launch of its new “mystery fare” program.
“Our marketing research shows that customers love not knowing how much they’re going to pay for stuff, so we figured, why limit this to our award-winning frequent flyer program? Why not share the love with all of our customers?” said Delta Executive Vice President Walter Kowalski.
Instead of seeing actual dollar amounts, customers buying tickets on Delta’s revamped website will see a whole bunch of question marks. Once the ticket purchase is complete the customer will learn how much it cost. Addtionally, all fares are now non-refundable.
“Was I upset upon learning I’d be paying $783 for ATL-JFK even though I purchased two months out? Sure,” said Alpharetta, GA resident Edna McElroy. “But Delta’s new mystery fares are so much fun I can’t wait to see how much I pay next!”
What’s next for Delta? Kowalski said the company’s next project is to remove the destination from the list of customer options. Customers will instead fly to a location of Delta’s choosing. “We know our customers, we love our customers, and we know the customers are going to love this!” said Kowalski.