Let’s dive into what Delta is doing here, shall we?

Delta is continually positioning itself as the airline that cares about safety. This suggests it seems to be working. (1/9) https://twitter.com/Reuters/status/1262591313993744386

Delta is regarded as the the best-run US airline. I’d argue it’s also the savviest at tapping into consumer sentiment.

As coronavirus hit, Delta was regularly first out of the gate with free change/cancellation policies, status extensions, etc. (2/9) https://thriftytraveler.com/delta-coronavirus/

Now, Delta understands that price will do almost nothing to get people back on planes right now.

As CEO Ed Bastian said last month: “Our recovery will be dictated by our customers feeling safe, both physically and financially.” (3/9)

So Delta puts out videos of deep-cleaning planes, photos of new safety features, and blocks middle seats. You can argue that capping flights at 60% and blocking middle seats do little for health ... and you'd probably be right. But that’s not the point. (4/9)

Unlike others, Delta actually ensures that’s the case by filling no more than 60% of economy seats. That’s easy (and almost pointless) when flights in the US are 25% full, on average.

But Delta is actually doing it, and others often aren't. (5/9)

Meanwhile, you’ve seen viral photos of flights packed full on United and AA - and none (I've seen) on Delta. That is huge at a time when most people wouldn't dream of getting on a plane.

As always, Delta scores on its own just as much as its competitors score own goals. (6/9)

Purposely or not, Delta's CFO Paul Jacobson twisted the dagger a bit with this quote today: " Credibility matters, and trust to the consumer matters right now. We’ve got to keep those promises." (7/9)

Delta is hoping these safety (or safety-adjacent) measures drive more flyers to them - “stimulating demand." And perhaps they'll even pay a bit more to fly Delta for that peace of mind. (8/9)

Combined with the slow but steady uptick in travel, it gives Delta reason enough to add 100 flights back to its schedule in June - and consider extending these measures into July.

TL;DR: Even in crisis, Delta is playing the long game. (9/9)