How Ed Bastian of Delta Air Lines Builds Customer Loyalty Through Employee Care

Good morning! Building customer loyalty has always been a challenging task for businesses. It is tough to win over customers, but once you do, keeping them loyal becomes easier. However, if you lose their trust, regaining it can feel almost impossible. Think about it: many of us stick to the same bank for an average of 17 years! So, what’s the secret to locking in customer loyalty?

Recently, Delta Air Lines CEO, Ed Bastian, shed some light on this topic during a chat with Riyadh Air CEO, Tony Douglas, at the Fortune Global Forum. Both airlines are currently vying for loyal customers, with Delta recently introducing direct flights to Saudi Arabia and Riyadh Air experiencing a surge in loyalty sign-ups—400,000 in just ten days!

Prioritize Your Own Staff

One key point Bastian made was the importance of taking care of your own people. “In our business, everyone tends to focus on the airline itself, the aircraft and the technology. But it’s really the staff that brings everything to life,” he said. This philosophy aligns with that of Delta’s founder, C.E. Woolman, who believed in treating employees well so that they can deliver excellent service to customers.

Bastian emphasized, “I obsess over my 100,000 employees to empower them to perform the amazing work our passengers deserve.” His approach reflects a simple truth: if employees feel loved and respected, they will, in turn, provide excellent service to customers. This notion resonates with many employees, making them more committed to their jobs, which is also reflected in the rankings of Best Companies to Work For by Fortune.

Embrace Digital Transformation

On the other hand, Tony Douglas highlighted the importance of being a “digital native.” As a new airline, Riyadh Air has the opportunity to leverage the latest technology to enhance customer experiences. “We’re building a technology stack that offers a completely different experience for guests,” said Douglas. For example, families can book flights for different days and manage them under a single order—similar to shopping on sites like Amazon.

Since Riyadh Air has no legacy systems to hinder them, they can seize this golden opportunity to redefine air travel in a more convenient and customer-friendly way.

Personalize Customer Experience

Personalization has become crucial in today’s market. Ed Bastian frequently uses the term “concierge” when discussing how Delta tailors experiences for travelers. Similarly, Douglas is integrating agentic AI, which helps to customize each customer’s experience.

Delta flies to over 300 destinations, which skyrockets to more than 1,000 when including code-share partners. Meanwhile, Riyadh Air aims to expand to over 100 cities in the coming years. Giving customers more flexibility regarding loyalty points—how they earn, swap, and utilize them—can make all the difference. Douglas believes this means transforming airline loyalty programs into a “lifestyle proposition.”

Deliver Excellent Service

At the end of the day, the cornerstone of customer loyalty is excellent service. Ed Bastian made it clear that Delta does not aim to compete on price; instead, they focus on being the most reliable airline. “Once you set a standard for reliability, your staff begins to understand that they offer something unique,” Bastian stated. This creates a richer experience for customers, who may then be willing to pay extra for that level of reliability.

The Takeaway

Loyalty is built on a foundation of trust and excellent service. By prioritizing employee satisfaction, embracing technology, personalizing experiences, and delivering on promises, airlines like Delta and Riyadh Air can win and retain loyal customers in a competitive market.

Both leaders remind us that at the heart of any successful business is its people. Happy, motivated employees lead to satisfied customers, and this cycle creates lasting loyalty. So next time you’re at an airline or any service, remember: how they treat their staff often reflects how they’ll treat you.

CustomerLoyalty #EmployeeCare #DeltaAirLines #RiyadhAir #BusinessSuccess #AviationIndustry #DigitalInnovation #PersonalizedService #AviationNews #LeadershipInsights #TravelTips

Original Text – https://fortune.com/2025/10/30/delta-ceo-ed-bastian-loyalty-program-staff-customers/