deem travel

Deem Announces Etta, its New Business Travel Software

THIS MODERN, INNOVATIVE PLATFORM WITH AN ALL-NEW USER EXPERIENCE AND CUSTOMIZABLE INTEGRATION OFFERS THE FUNCTIONALITY TRAVELERS AND BUSINESSES NEED TODAY

Oakland, CA – February 23, 2021 – Deem, a leading mobile and cloud technology provider for the corporate travel industry, announced at its Miles Ahead Virtual Summit today the launch of its new business travel management software. Called Etta, an acronym for Easier To Travel Anywhere, the new software platform presents a sleek, intuitive design in which travelers can search, book and manage every part of their trip. For businesses, Etta features customizable policy integration that can help drive savings, and incorporates data from any expense platform through Open Expense Alliance.

“Business travelers want a more consumer-like experience because those platforms are easier to navigate and available as mobile apps,” said Deem President David Grace. “Travel managers and other business leaders want their travelers to adopt the platform they’ve chosen so they can manage costs and provide duty of care. We created the best for both worlds in Etta.”

“We all know how important our mobile devices are, and our data show an increase in the number of travel bookings made via mobile devices,” said Neil Markey, Chief Information Officer at Deem. “We’ve paid strict attention to creating a mobile app that has the user experience and functionality travelers can rely on.”

What is Etta?

Etta is a fast and reliable travel search, booking and management software platform for business travelers. Its consultative approach to integration means it designs and builds policy programs that are customized to control spending and drive savings. It’s also intuitive to use and beautifully designed, so travelers are eager to adopt it for booking their trips.

Available both on desktop and as an iOS mobile app, Etta includes personalization features, such as applying traveler preferences and loyalty memberships. Deem’s innovative Travel SafetyCheck (available at launch on desktop and web app) presents hotel neighborhood safety scores as well as current and historical COVID-19 caseloads in the selected area. Armed with this information during the booking process, travelers are empowered to make the best choices for themselves and their companies.

Etta provides business travelers an effortless and modern experience. They’ll have the freedom to search for and book the flights, hotels and ground transportation they want within their company’s travel policy. Rather than facing problems when it’s too late, that is, after the trip, Etta prevents the wrong items from being booked in the first place.

Who is Etta for?

Etta is for anyone managing their company’s travel policy, including travel managers, finance and revenue professionals, and human resources leaders. Whether they’re serving at large enterprises or SMBs, company leaders want travelers to stay on platform and book in policy.

TMCs can use Etta to differentiate themselves by offering a best-in-class online booking solution to their customers. TMCs using Deem’s Rise product will see the name and design change to Etta Go, and will  also be able to use the Etta iOS app.

Etta is also for business travelers who want to spend more time being productive during their trip and less time managing trip details. Its full functionality lets travelers plan, modify and cancel trips all within the mobile app, anywhere they go. The app, designed with a mobile-first approach for the best mobile user experience possible, also makes intelligent suggestions based on traveler preferences, to make it easy to create productive trips that are also enjoyable.

Etta's Features

Wrapped into Etta’s remarkable user experience are powerful automation features: Automated Ticket Exchange: A powerful tool that completely automates the application of unused tickets to a new trip by flagging their availability and dynamically calculating their value during the shopping experience. Travelers are prompted to use aging tickets by flagging airlines in the new trip booking process, and the system automatically recalculates the exchange.

Pre-Trip Approval: Deem’s comprehensive pre-trip approval and notification workflow provides the flexibility to review 100% of bookings, but only act on those that are out of policy. This eliminates time-consuming, manual approvals by implementing automated rules that target only the trip types managers want to review.

Personalization: Travelers can assign seat and meal choices on flights, add frequent flyer, hotel loyalty and other related programs, and customize notifications for assistants, co-workers and family members to keep them informed of trip details.

Support: Etta’s automated chat tool, Ask Etta, can answer traveler questions and handle issues that are more easily resolved by launching a step-by-step guided help tool or navigating travelers to a specific page to perform an action. Ask Etta is expected to be fully available in Spring, 2021.

Deem Travel Highlights

• Google ITA search engine
• Southwest Direct Access, provides more Southwest content and Etta Check-in Service
• Deem Ground, the largest network of car service operators
• SafetyCheck, presents health and safety information from ATPCO and GeoSure
• Booking.com content
• SilverRail, the largest network of rail options
• Linked Calendars, auto-updates calendar entries
• Pre-Trip Approval
• Cvent Integration, to streamline event registration and management
• Dynamic Site Messaging, for customizable, multi-channel notifications
• Flexible and Branded fares
• Notify, automatically alerts about flight changes and cancellations
• Guest Travel, helps manage travel for VIPs and other guests
• Ask Etta, the support chatbot

Deem is on a mission to transform travel. With its corporate travel booking and management platform that allows travel managers to customize their programs, Deem offers employees everything they need to easily make the right travel decisions for themselves and their company. Deem’s travel technology plugs into major travel agencies and expense solution providers, enabling more corporate customers and the world’s largest travel management companies.

Deem is a wholly owned and independently run subsidiary of Enterprise Holdings. The company is headquartered in Oakland, California, with offices in Dublin, Ireland, and Bangalore, India.

A detailed review of Deem's travel management software with pricing, comparisons to competitors, pros and cons, and FAQs.

Updated on January 6th, 2023

The SMB Guide is reader-supported. When you buy through links on our site, we may earn an affiliate commission. Learn more

Deem is a cloud-based travel management software platform designed to take the hassle out of business trips. The platform offers two products, Etta and EttaGo, to suit different company sizes and travel needs, and features a number of powerful tools and integrations to make business travel easier for both employers and employees.

Also Consider

Zoho expense.

Free plan for up to 3 users

Expense automation and customization

Robust integrations

At-a-Glance:

Founded in 1999, Deem has over two decades of experience in developing travel management software to help streamline the process of planning, booking, and managing business trips. Key features include a travel policy engine, health and safety travel information, and expense software integrations.

Deem does not readily disclose its pricing online, making it difficult to judge its affordability. However, the platform's global reach and comprehensive range of travel and expense management tools make it a valuable resource for both small-medium businesses as well as enterprise companies.

• Deem integrates with Google's ITA travel search technology to provide the most comprehensive travel options.
• The platform provides health and safety information to help guide travelers and mitigate risks associated with travel.
• Users can easily book flights, lodging, and car rentals all from the application.
• Employers can implement comprehensive travel policies to manage business trip expenses and compliance.
• The platform integrates with many expense management platforms, including Certify, Coupa, and Workday.
• Deem accommodates travelers in over 60 countries and supports 14 languages.
• Users benefit from negotiated rates through Deem's extensive partnerships.
• The platform features an easy-to-use mobile app for both iOS and Android.
• Users can access real-time travel information and expenses through the application.
• Deem does not disclose its pricing online.
• There is no free trial of Deem's software.

Reputation:

Reviews on G2 were mostly positive, with over 160 users giving the platform a 4.4-star rating. Reviewers cited the customer support, easy-to-use interface, customizability, and comprehensive integrations as highlights. The few negative reviews mentioned some technical issues with time outs and expense logging as shortcomings.

On the App Store , the platform received a 4.8-star rating, with users praising the speed and efficiency of the application. Reviewers enjoyed the travel stats and safety ratings, although some users complained about the application crashing.

Deem does not readily disclose its pricing online. Interested users should contact the company by phone or email for a quote.

Deem vs. SAP Concur:

Both SAP Concur and Deem cater to a global market and feature a range of third-party integrations to streamline the processes involved with business trips. Neither platform discloses its pricing online, but users benefit from a 15-day free trial of SAP Concur's software – a feature that Deem lacks. SAP Concur also offers 24/7 customer support.

Deem vs. SAP Concur Comparison:

Deem vs. egencia:.

Unlike Deem, Egencia features 24/7 global customer support and also offers an open API platform that allows users to customize the software to their needs, making it the more versatile platform. Both platforms are available in multiple languages, but only Deem features health and safety tips to help mitigate traveler risks.

Deem vs. Egencia Comparison:

Deem vs. tripactions:.

Neither TripActions nor Deem offer a free trial, but the former stands out as the more affordable option thanks to its free version. Both platforms feature multi-language capabilities, accounting integrations, and traveler safety information, but Deem's integration with Google's ITA technology may offer better travel and lodging options.

Deem vs. TripActions Comparison:

Key information:, news & activity:, what is deem.

Deem is a travel management platform that companies can use to simplify the process of arranging, booking, and managing business trips.

What does Deem cost?

What are some alternatives to deem.

• SAP Concur .
• TripActions .
• Travelstop .
• TravelBank .

Deem Known for the traveler centricity and ease of use, Deem offers features that are new to online booking tools driving smart choices and increased policy compliance

Deem: Booking Made Easier

Travel Incorporated understands that each of our clients are unique, and technology utilized should align with their corporate culture and contribute to accomplishing their specific business objectives. Deem  provides the choice in online booking tools for those clients that want their travelers to have more information  available during the search and booking flow. While  customizing your site  to apply your corporate policy while providing a  clean user-interface , your travelers will have a booking experience that is comprehensive without sacrificing satisfaction.

TI is proud to provide the technology that is leading the industry.

Your  Benefits

Mobile ready.

Your travelers can  book or modify their reservations on any device.

Keep Travelers  Safe

Greener travel on every trip.

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Cost Savings

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• Feb 23, 2021

Deem Has A New Look - Say hello to Etta

Today, Deem announced and launched a new look and feel for its best-in-class online booking solution. The newly named platform - Etta powered by Deem - has all the same Deem functionality. This change is effective immediately on desktop and mobile (iOS). See the press release here: Deem Announces ETTA, its New Business Travel Software

Etta’s new next-gen iOS app can now be downloaded in the Apple app store. (Android to follow soon)

With Etta, powered by Deem, and our expertise and support, you'll reach new heights in no time.

Get Etta for iOS Now

Note: The Deem mobile app (for iOS and Android) will continue to be available for the remainder of 2021

#Deem #Etta #EttaPoweredByDeem #BookingSolution #OnlineBookingTool #STM #Shorts #ShortsTravelManagement

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Moscow Oblast, Russia

The capital city of Moskovskaya oblast: Moscow .

Moscow Oblast - Overview

Moscow Oblast is a federal subject of Russia located in the Central Federal District. Moscow, the capital city of the country, is the administrative center of Moscow Oblast. At the same time, Moscow is not part of this region, it is a separate federal subject of Russia, a city of federal importance.

The population of Moscow Oblast is about 7,769,000 (2022), the area - 44,379 sq. km.

Moskovskaya oblast flag

Moskovskaya oblast coat of arms.

Moskovskaya oblast map, Russia

Moskovskaya oblast latest news and posts from our blog:.

23 June, 2022 / Natural Spring Gremyachiy Klyuch in Moscow Oblast .

23 March, 2022 / Main Cathedral of the Russian Armed Forces .

31 January, 2022 / Vasilyevsky (Shcherbatovsky) Castle in Moscow Oblast .

1 August, 2021 / Savvino-Storozhevsky Monastery near Moscow .

4 August, 2020 / Sights of Moscow Oblast - the heart of Russia .

More posts..

History of Moscow Oblast

The territory of the Moscow region was inhabited more than 20 thousand years ago. In the first millennium AD, this land was inhabited mostly by the Finno-Ugric peoples (Meryane and Meshchera). In the 9th-10th centuries, the Slavs began active development of the region. The population was engaged in hunting, fisheries, agriculture, and cattle breeding.

In the middle of the 12th century, the territory of the present Moscow region became part of the Vladimir-Suzdal principality, the first towns were founded (Volokolamsk in 1135, Moscow in 1147, Zvenigorod in 1152, Dmitrov in 1154). In the first half of the 13th century, the Vladimir-Suzdal principality was conquered by the Mongols.

In the 14th-16th centuries, Moscow principality became the center of unification of Russian lands. The history of the Moscow region is inextricably linked to military events of the Time of Troubles - the siege of the Trinity-Sergius Monastery by the troops of False Dmitry II, the first and second militias.

More historical facts…

In 1708, by decree of Peter the Great, Moskovskaya gubernia (province) was established. It included most of the territory of present Moscow oblast. In 1712, St. Petersburg became the capital of the Russian Empire and the significance of the Moscow region as the country’s economic center began to decrease.

In 1812, the Battle of Borodino took place near Moscow. It was the biggest battle of the Russian-French War of 1812. In the second half of the 19th century, especially after the peasant reform of 1861, the Moscow province experienced economic growth. In 1851, the first railway connected Moscow and St. Petersburg; in 1862 - Nizhny Novgorod.

The population of the Moscow region increased significantly (in 1847 - 1.13 million people, in 1905 - 2.65 million). On the eve of the First World War, Moscow was a city with a population of more than one million people.

In November, 1917, the Soviet power was established in the region. In 1918, the country’s capital was moved from St. Petersburg to Moscow that contributed to economic recovery of the province. In the 1920s-1930s, a lot of churches located near Moscow were closed, a large number of cultural monuments were destroyed. On January 14, 1929, Moscow Oblast was formed.

In 1941-1942, one of the most important battles of the Second World War took place on the territory of the region - the Battle for Moscow. In the postwar years, the growth of economic potential of the region continued; several science cities were founded (Dubna, Troitsk, Pushchino, Chernogolovka).

In the 1990s, the economy of Moscow Oblast experienced a deep crisis. Since the 1990s, due to the motorization of the population and commuting, road traffic situation in the Moscow region significantly deteriorated. Traffic jams have become commonplace.

Pictures of Moscow Oblast

Moscow Oblast scenery

Author: Mikhail Grizly

At the airport in the Moscow region

Author: Evgeny Davydov

Nature of Moscow Oblast

Author: Alexander Khmelkov

Moscow Oblast - Features

Moscow Oblast is located in the central part of the East European Plain, in the basin of the rivers of Volga, Oka, Klyazma, Moskva. The region stretches from north to south for 310 km, from west to east - 340 km. It was named after the city of Moscow, which however is not part of the region. Part of the administrative authorities of the region is located in Krasnogorsk.

On the territory of the Moscow region, there are 77 cities and towns, 19 of them have a population of more than 100 thousand people. The largest cities are Balashikha (518,300), Podolsk (309,600), Mytishchi (262,700), Khimky (256,300), Korolyov (225,300), Lubertsy (209,600), Krasnogorsk (174,900), Elektrostal (149,000), Odintsovo (138,900), Kolomna (136,800), Domodedovo (136,100).

The climate is temperate continental. Summers are warm, winters are moderately cold. The average temperature in January is minus 10 degrees Celsius, in July - plus 19 degrees Celsius.

One of the most important features of the local economy is its proximity to Moscow. Some of the cities (Odintsovo, Krasnogorsk, Mytishchi) have become in fact the “sleeping districts” of Moscow. The region is in second place in terms of industrial production among the regions of Russia (after Moscow).

The leading industries are food processing, engineering, chemical, metallurgy, construction. Moscow oblast has one of the largest in Russia scientific and technological complexes. Handicrafts are well developed (Gzhel ceramics, Zhostov trays, Fedoskino lacquered miniatures, toy-making).

Moscow railway hub is the largest in Russia (11 radial directions, 2,700 km of railways, the density of railways is the highest in Russia). There are two large international airports - Sheremetyevo and Domodedovo. Vnukovo airport is used for the flights within the country.

Attractions of Moscow Oblast

Moscow Oblast has more than 6,400 objects of cultural heritage:

• famous estate complexes,
• ancient towns with architectural monuments (Vereya, Volokolamsk, Dmitrov, Zaraysk, Zvenigorod, Istra, Kolomna, Sergiev Posad, Serpukhov),
• churches and monasteries-museums (the Trinity Lavra of St. Sergius, Joseph-Volokolamsk monastery, Pokrovsky Khotkov monastery, Savvino Storozhevsky monastery, Nikolo Ugresha monastery).

The most famous estate complexes:

• Arkhangelskoye - a large museum with a rich collection of Western European and Russian art of the 17th-19th centuries,
• Abramtsevo - a literary and artistic center,
• Melikhovo - an estate owned by A.P. Chekhov at the end of the 19th century,
• Zakharovo and Bolshiye Vyazyomy included in the History and Literature Museum-Reserve of Alexander Pushkin,
• House-Museum of the composer P.I. Tchaikovsky in Klin,
• Muranovo that belonged to the poet F.I. Tyutchev,
• Shakhmatovo - the estate of the poet Alexander Blok.

The architectural ensemble of the Trinity Sergius Lavra is a UNESCO World Heritage Site. The largest museum of the Moscow region is located in Serpukhov - Serpukhov Historical and Art Museum.

The places of traditional arts and crafts are the basis of the souvenir industry of Russia:

• Fedoskino - lacquer miniature painting,
• Bogorodskoe - traditional manufacture of wooden toys,
• Gzhel - unique tradition of creating ceramics,
• Zhostovo - painted metal crafts,
• Pavlovsky Posad - fabrics with traditional printed pattern.

Some of these settlements have museums dedicated to traditional crafts (for example, a toy museum in Bogorodskoe), as well as centers of learning arts and crafts.

Moskovskaya oblast of Russia photos

Landscapes of moscow oblast.

Nature of the Moscow region

Country road in the Moscow region

Moscow Oblast landscape

Author: Mikhail Kurtsev

Moscow Oblast views

Author: Asedach Alexander

Country life in Moscow Oblast

Author: Andrey Zakharov

Church in Moscow Oblast

Author: Groshev Dmitrii

Churches of Moscow Oblast

Church in the Moscow region

Cathedral in Moscow Oblast

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4 California Cities Named Among The 'Top 100 Places To Live In The US'

Would you deem your current location "the best place to live in all of California?"

The Golden State houses so many wonderful, thriving cities and towns, making it hard to decipher which come out on top. Based on a variety of factors, there are four California destinations considered to be the best places to live in the entire state. Be it job opportunity, healthcare, population, or life expectancy (to name only a few factors), these locations excel on all fronts, and today, we're going to discuss why.

According to a list compiled by Livability , the best places to live in California are Murrieta (Low crime rate, top-rated schools), Clovis (low cost of living, relaxed lifestyle), Elk Grove (family-friendly neighborhoods, job availability), and Redding (nature, robust economy). These locations also ranked among the best in the country!

The following are factors that Livability used to determine the best places to live in the U.S. in 2024:

• Unemployment rate
• Employment opportunity index
• Income relative change
• Home & rental affordability indexes 
• Income inequality index 
• Cultural amenities (museums, arts, etc.) 
• Leisure amenities (parks, golf, sports venues, etc.)
• Shopping/retail/nightlife indexes 
• Walkability
• Median commute time
• Average vehicles per household
• Population density
• Air quality
• Various natural disaster risks
• Various crime rates
• School quality
• Educational attainment 
• Life expectancy
• Doctor & hospital access

For a continued list of the best places to live across America visit livability.com .

Despite attacking 5 people in 7 years, county doesn’t deem dog ‘dangerous’

“he just latched on. i never felt a force as tight as that.”.

SMYRNA, Tenn. (WSMV) - After being attacked by his neighbor’s dog, Tommy Dabbs decided to find out if the animal that bit him had a history of problems with the county.

He wasn’t expecting to receive more than 90 pages documenting prior attacks.

“Shocked. Angry. Trying to figure out how it got from one bite to five bites,” Dabbs said.

On October 22, 2023, the Rutherford County realtor saw his neighbor’s dog had wandered into his yard.

Surveillance video shows the dog was friendly, wagging his tail and letting Dabbs pet it, so he considered even allowing some of his five young children to accompany him to return the dog.

“Some of them wanted to go with me. Let’s go on a little adventure,” Dabbs said.

Taking the dog to the home of his neighbor Rebecca Garbler, Dabbs said he approached with the lost dog when the door opened, and another dog, named Hydro, ran out.

Within seconds, Dabbs said Hydro had clamped down on his leg.

“Completely intense. Never felt pain - I’ve been hurt a lot - never felt pain that intense,” Dabbs said. “He just latched on. I never felt a force as tight as that.”

911 records show Dabbs called to report his injury, saying he needed medical attention.

Dabbs said after the bite, he racked up $50,000 in medical bills.

While in recovery, Dabbs filed a records request with Rutherford County Pet Adoption and Welfare Services (PAWS) to see if Hydro had a history of attacks.

He received documentation of four prior attacks by Hydro on four different people in 2017, 2018 and twice in 2020.

Below are reports of the bites:

• https://www.documentcloud.org/documents/24780753-tommy-bit-10-22-2023?responsive=1&title=1
• https://www.documentcloud.org/documents/24780754-therapist-bit-in-8-2020?responsive=1&title=1
• https://www.documentcloud.org/documents/24780755-runner-bit-in-5-2020?responsive=1&title=1
• https://www.documentcloud.org/documents/24780756-2017-neighbor-bit-20170410-incident?responsive=1&title=1
• https://www.documentcloud.org/documents/24780757-grandfather-bit-in-2018?responsive=1&title=1

Dabbs was Hydro’s fifth victim documented by the county and is currently not designated a dangerous animal.

“It blows my mind,” said William Hicky, Dabbs attorney. “On the surface, it seems like a fundamental breakdown at the government level on this.”

WSMV4 Investigates requested an interview with Michael Gregory, the director of PAWS, but a spokeswoman for the county said he wasn’t available and sent a statement reading that following Hydro’s attacks, all county policies were followed.

WSMV4 Investigates then contacted Rutherford County Mayor Joe Carr, who asked his legal team to review why Hydro is not currently designated as a dangerous animal.

“How can the county already have knowledge that the dog had bit four people and it still be allowed to bite a 5th person?” asked WSMV4 Investigates.

“My particular understanding of this case is that it goes back to 2017,” Carr said.

Carr went on to say that his legal team found that following the four bites, Hydro was deemed a potentially dangerous dog and was required to undergo training, which records show it did.

All of the attacks were found to be unprovoked except for the 2017 incident, but the county’s legal team found that it is unclear if that 2017 incident was unprovoked or provoked.

In late 2020, the county’s dangerous dog policy was then updated.

The new policy reads that a dog is only deemed dangerous if it bites three people unprovoked, on its owner’s property, within the last 18 months.

Because Dabbs’ attack occurred in October 2023, the past 18-month rule was not applicable, therefore not designating the dog as dangerous.

“If we need to revise and update our policies and procedures at PAWS, we will absolutely do so,” Carr said.

The reality that his children play in a neighborhood where the dog that bit him and four other people is not deemed dangerous, leaves Dabbs with scars that are both physical and mental.

”I don’t look at any dog the same. Especially when my kids are around,” Dabbs said.

Dabbs is now suing Hydro’s owner, Rebecca Garbler.

WSMV4 Investigates reached out to her and her attorney, who said they had no comment because of the pending litigation.

If there’s anything you want WSMV4 Investigates to know about, you can contact us here .

Copyright 2024 WSMV. All rights reserved.

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How Delta made itself America’s luxury airline — and what United wants to do about it

Delta Air Lines  is the country’s most profitable airline. CEO Ed Bastian’s challenge is to make sure his carrier stays on top.

The airline’s unit revenue, the amount it brings in for every seat it flies one mile,  outpaced  its competitors’ last year. Delta’s share price has soared almost 23% in 2024, more than any rival in the rocky airline   sector, in a rally that’s outdone the  S&P 500 ′s. It expects free cash flow to rise as much as 50% this year to between $3 billion and 4 billion, and is eyeing a return to an investment-grade credit rating. And a stat any traveler would appreciate: Delta came in first in punctuality last year, with more than 83% arriving on-time, according to the Transportation Department.

Rival  United Airlines  — second to Delta in net profit margins — is circling. It says it could  grow   profits  even more this year.

“Knowing that there’s someone that thinks that they can take that mantle from us, that keeps us on our toes and keeps us continuing to drive hard,” Bastian told CNBC.

Delta has fashioned itself America’s premium airline. It has won over hordes of splurging travelers, many of them carrying  American Express  cards, Delta’s cash cow of a partner that generated almost $7 billion for the airline last year. Sales growth of Delta’s roomier and more expensive seats continues to outpace revenue from standard coach.

As they vie for luxury flyers, both Delta and United have  added more high-end seating  to their planes to cater to travelers who deem worthwhile a $300 surcharge for a few inches of extra legroom on a cross-country round trip, or 10 times as much for a seat in business class.

Bastian, a former auditor who said he took his first flight at age 25 for a business trip (New York to Chicago), is in charge of ensuring Delta lives up to its brand luster.

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On Wednesday,  Delta will take its next shot  in the battle for high-spending flyers when it opens its newest,  highest tier of airport lounge  at John F. Kennedy International Airport for passengers in its Delta One cabin, its top product that features lie-flat beds for longer flights.

At more than 39,000 square feet it will be Delta’s largest lounge, accented with pillows that have iconic zig-zag motif of Italian fashion house Missoni, its new amenity kit partner. It features complementary spa treatments, like ice globes and serum for jet-lagged eyes, along with showers, a full restaurant, and a deck overlooking the airfield, in a bet that travelers’ desire to treat themselves is here to stay.

Delta is taking a page from the playbooks of United and  American , which  already dedicate their swankiest lounges  to customers flying in long-haul business class. Delta plans to open Delta One lounges in Boston and Los Angeles later this year, and is studying airports where it could open others.

“The thing with this industry is no good idea goes uncopied,” said Raymond James airline analyst Savanthi Syth.

Meanwhile, United is placing huge orders for new  Boeing  and Airbus planes and remodeling hundreds of narrow-body cabins that feature seatback screens and bluetooth technology, a strategy that aims to cater to travelers in international business class or on the cheapest basic economy tickets.

“We haven’t exactly achieved the No. 1 profitability status in the industry, but I know we’re on our way,” United’s Chief Commercial Officer Andrew Nocella said in an interview last month. “If we continue to invest in our customers through great service and great products and great network, we know that will feed upon itself and it’ll help us achieve the financial results that we’re looking for.”

The airlines and American are approaching their 100th birthdays, and are trying to stay ahead — if not drive — shifting travel demand and still turn a profit.

United is adding to the more than 300 airports it serves. Figuring out the next hot destination is “part art” and “part science,” said Patrick Quayle, its head of network planning. The airline’s sprawling global network makes United the biggest U.S. airline by capacity and it recently launched service to places like Dubrovnik, Croatia and Amman, Jordan.

Quayle pointed to United’s addition of Cape Town, South Africa, which it first announced before the pandemic, as a success.

“Another airline has subsequently copied us. ... I might want to add based in Atlanta,” he said, alluding to Delta’s home city.

The latest changes come at a difficult time for a lot U.S. airlines. Labor and other costs swelled after the pandemic, eating into margins despite  record numbers of travelers . Added capacity in the U.S. market has forced carriers to  discount fares  in off-peak travel periods.

It’s tricky, and expensive, to change course. Even  Southwest Airlines  is facing  investor pressure  to add things like premium seating or  seat assignments  as its simple business model shows signs of age.

Meanwhile, U.S. consumers are  growing more selective : Some corporate leaders have lamented a spending pullback while others, like Delta’s CEO, are saying the opposite. Americans are still digging into the so-called experiences economy, and paying for more comfort along the way, according to Bastian.

“They may not be buying that new EV or that that new house, but they’re saying we’re going to go out and experience the world and invest in that experience,” he said. “And that’s why you see it happening in high-end concerts, high-end hospitality.”

‘Brick by brick’

When the U.S. was careening toward recession almost two decades ago, Delta’s leaders made a correct bet that travelers would eventually pay more to fly on its jets.

Delta was emerging from Chapter 11 bankruptcy in 2007, which other U.S. carriers found themselves in the years after the Sept. 11, 2001 terrorist attacks.

Former CEO Richard Anderson said the airline had to start with basics: Stop losing bags. Make sure flights didn’t get canceled and arrived on time. Clean up the cabins.

“It was about building the operation brick by brick,” said Anderson, who handed the reins to Delta’s former president, Bastian, in 2016. “It didn’t matter what you did with AmEx. If the flight canceled, you ruined your brand.”

Delta took better care to avoid maintenance problems. It also started ferrying planes to airports to avoid cancellations if a replacement aircraft was needed.

And the carrier tried to clean up its image, hiring a marketing firm that advised former President Barack Obama’s 2008 presidential campaign.

Anderson said the airline needed to be consistent and not fly its mix of paint jobs and cabin interiors. It faced fresh competition from low-cost airlines like a then-spritely upstart out of Queens, N.Y. called  JetBlue Airways . Delta and United had both launched their own low-cost subsidiaries, but they discontinued them.

Delta executives knew they needed a brand to match if they were going to command a premium over competitors.

“One of the things about being a premium product is consistency, consistency in policy, consistency in appearance,” said Anderson. “If you got on a flight in Tokyo we wanted you to feel like you were home.”

After the string of changes, Delta’s performance improved. Corporate business travel contracts helped boost profits and still do, as business travel returns post-pandemic.

Delta had a key advantage over competitors. After it came out of bankruptcy, it merged with Northwest Airlines in 2008, allowing it to stabilize and expand around the world while other carriers floundered. The rest of the industry spent much of the next decade recovering from bankruptcies and a subsequent musical chairs of mergers that  left four big carriers in control of about three-quarters of the U.S. domestic market . Delta’s rivals were years behind the carrier on integrating their merged staff, operations, networks and fleets.

Bastian said the carrier’s focus on reliability has made life easier for not just its customers, but also its employees.

“They’re not having to explain for a cancellation or mishandled luggage,” he said. “They have time to serve rather than to apologize.”

Delta is also unique as the least unionized of the major U.S. airlines, at about 20%. In April, as campaigns were underway to organize its flight attendants and other workers, it again  raised worker pay . Flight attendants for Delta’s regional carrier Endeavor, which are unionized, have recently demanded compensation on par with the carrier’s mainline flight attendants.

Time to remodel

After Delta got the basics down, Bastian, 67, who joined Delta in 1998, said it was time for the airline to focus on more ambitious projects.

“You had the liberty to start investing in premium,” he said. “You started to figure out how to to make first class more available to customers.”

It has expanded in big-spending New York and Los Angeles, the country’s two largest air travel markets by revenue, according to aviation data firm OAG.

Delta also built up its host of global alliances, joint ventures and minority ownership stakes, giving it more reach. That includes its 49% stake in Virgin Atlantic, which already had a strong foothold in premium air travel and popular lounges.

“I think some of that heritage has made its way into the core of Delta,” said Virgin Atlantic’s CEO Shai Weiss. “I’m not suggesting we are the messiah for Delta, but there is no surprise that Delta and Virgin Atlantic see eye-to-eye on many things.”

The vast majority of the more than 940 million people that flew on U.S. airlines last year fly in coach, and Delta has tried to make its flights more desirable travelers on all sections of the plane.

It remodeled old and dated terminals, and built out its network of luxury airport lounges, which are tied to its lucrative credit card deal with American Express. It added seat-back televisions and better in-flight entertainment options, and in February 2023, it  announced  its long-awaited  free Wi-Fi  to customers enrolled in its SkyMiles frequent flyer program.

Delta has invested more than $12 billion to rebuild and update its U.S. hubs with soaring ceilings, new technology and in some lounges, a signature scent. (“It’s proprietary,” said Claude Roussel, who oversees Delta’s lounges, when asked what was in it.)

One of its latest efforts is its terminal and new Sky Club at New York’s LaGuardia Airport, alongside other airlines’ new terminals. A decade ago, then-Vice President Joe Biden famously said someone who was blindfolded and taken to that airport would think, “I must be in some third-world country.”

The airline faced big problems along the way like a dayslong system outage in 2016. And the worst of all: Covid-19. Like other airlines, Delta accepted billions in federal aid to weather the pandemic. The carrier successfully urged some  17,000 workers to take buyouts , hiring newer, lower-paid staff that lacked the experience of departed employees. Early in the process, Bastian said the newer workers gave the company a “juniority benefit.” The airline employed about 100,000 people in the U.S. as of the end of last year.

Delta and its competitors also pulled out of many small cities as the pandemic eased, isolating some smaller cities amid a shortage of regional jet pilots.

But international travel has proved resilient so far, as consumers show they are willing to shell out on experiences.

Luxury air travel? In the U.S.?

Luxury air travel and the United States didn’t go together for many years — and   might not still, if you ask well-heeled globetrotters.

U.S. airlines don’t offer on-board showers or  roomy suites  like those on the superjumbos flown by the likes of Etihad Airways or Singapore Airlines. But the U.S. air travel market, the world’s largest, has gotten a number of upgrades in recent years, and travelers have grown to expect the same convenience they get from their online shopping sites and ride-hailing and food-ordering apps.

“Delta’s not bougie by any stretch, but when your competitors don’t try very hard, it doesn’t take much,” said Henry Harteveldt, a former airline executive and founder of Atmosphere Research Group.

But as a rewards-credit card boom, strong consumer spending, social media envy and a wanderlust that predated the pandemic combined to boost demand, airlines executives were taking notice.

Delta’s sales from premium products are growing faster than revenue from its main coach cabin, a trend the airline forecasts will continue. Sales from Delta’s loyalty business, premium cabins and other streams comprise more than half of the carrier’s revenue.

Airlines have made big changes as they struggle to accommodate the big-spending travelers armed with elite status. Major carriers have all overhauled their frequent flyer programs to reward the biggest spenders instead of those that fly the most miles,   and made it harder to earn coveted elite status.

And at Delta and other airlines, many of the perks for luxury flyers come through lounges.

One of Delta’s Sky Clubs in Los Angeles International Airport offers a separate, dedicated security lane for customers flying Delta One, away from the masses at the airport. That feature will make it to the new JFK lounge later this year, a Delta spokesman said.

United and American Airlines have also worked to glam up and expand their airport lounges, access to which is a common perk with credit cards.

Delta  softened some restrictions  on Sky Club lounge access last year — which it made to end annoying and  unsightly long lines  to enter its exclusive airport real estate — after an uproar from customers.

'We’re constantly pushing each other'

Both Delta and United have issued sunny financial forecasts for this year, while many carriers are losing money or not pulling in similar profit margins.

“Watching [Delta] succeed, I became convinced that the product mattered and service mattered, and we have done that at United now,” United CEO Scott Kirby said at a JPMorgan industry conference in March.

And at an investor conference last month, he pointed to how the two are pulling away from the rest of the pack in profitability, particularly at big hubs.

United has made some big bets that paid off. It held onto its wide-body planes, when travel demand collapsed in the pandemic, and has benefitted from the surge in international travel.

With United on Delta’s tail, Bastian is trying to expand the airline’s reach. Bastian has attended the massive Consumer Electronics Show in Las Vegas and has announced new partnerships with  Lyft  and  Starbucks  for its loyalty program.

He says he can’t mystery shop on other carriers because he’s too recognizable, but said his team flies on competitors regularly to see what they can improve.

“We don’t own the market rights to innovation in our industry,” he said.

When asked what Delta can improve, Bastian threw kudos back to United for its detailed messages to travelers when there’s a disruption.

“They’ve done some nice things with their app,” he said. “I still think ours is better, but ... they’ve done a nice job in terms their communications with their customers and how they manage trip interruptions.”

Bastian added: “We’re constantly pushing each other.”