Delta Expands into Private Jet Travel, Acquires Stake in Wheels Up

In the current airline industry landscape, competition among low-cost and volume carriers is intense, and budget-conscious travelers are spending less. This has led to challenges for airlines like Spirit, while even Southwest is adapting by adding more premium seating and assigned seating to its planes.

Recognizing these trends, Delta CEO Ed Bastian believes there will be consolidation in the low-cost airline space, and some competitors may even exit the market. Delta, on the other hand, has invested heavily in premium services, with more high-end seats, enhanced loyalty programs, and improved service and reliability.

As part of this premium strategy, Delta has increased its stake in private aviation company Wheels Up to 38%, worth around $282 million as of the end of the second quarter of 2025. Wheels Up operates in three key areas: a membership program allowing clients to book flights on its private jets, a global charter business, and an offering integrated with Delta's services.

Delta sees Wheels Up as a way to further cater to its high-value, premium customers. By allowing Delta customers to book private jet travel to destinations beyond their commercial flights, Delta is aiming to provide an even more exclusive and luxurious travel experience. Wheels Up CEO George Mattson notes that this summer, Delta customers booking certain international flights will be able to book private jet "last mile" travel to destinations like Dubrovnik, Ibiza, and St. Barts.

While this premium private jet offering is undoubtedly expensive, Mattson believes there is a significant untapped market, as studies suggest that 90% of people who can afford private jet travel have never experienced it before. Delta's investment in Wheels Up is a strategic move to capture this high-end segment of the travel market as the airline industry continues to evolve.