When air travel bounces back, Delta—under the leadership of CEO Ed Bastian—hopes to earn a larger share of the market than it did before the pandemic by investing in its relationship with customers. Despite losing $12.4 billion in 2020, Delta was the sole major airline to leave middle seats open between all passengers for over a year. The move coincided with more than a 20-point jump in the company’s net promoter score—a measure of whether a customer is likely to recommend a brand or service—during the pandemic. The airline, which plans to roll out free in-flight wi-fi, aims to keep that goodwill as it begins seating full rows again in May.
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