Delta Air Lines may still want members to book flights at its Web site, but not enough to reward them with 1,000 SkyMiles for doing so, says Cox News Service.
The airline quietly cut the bonus for booking online in half to 500 SkyMiles.
“The 1,000-mile bonus for booking travel at delta.com was an incentive used to increase customer awareness of delta.com,” Delta spokeswoman Gina Laughlin told Cox. “This promotion has served its purpose as the revenue growth from tickets purchased at delta.com has increased by more than 100 percent over the last few years.”
Currently, more than 25 percent of all Delta tickets are purchased via delta.com, she said.
Laughlin also noted that halving the mileage bonus brought Delta more in line with its competitors. For years airlines have promoted booking reservations at their Web sites because it cuts costs and avoids commissions paid to travel agents.