Delta Air Lines’ Focus City Strategy: The Smart Route to Loyalty and Growth

Delta Air Lines’ Focus City Strategy: Delta Air Lines, one of America’s largest and most profitable carriers, has quietly built a unique strategy that sets it apart from competitors like American Airlines and United Airlines. This strategy revolves around its “focus cities” — airports that play a middle ground between major hubs and smaller spoke destinations.

While other airlines primarily connect their passengers through large hubs such as Atlanta (ATL), Dallas-Fort Worth (DFW), or Chicago O’Hare (ORD), Delta has gone a step further. It has created three focus cities that expand its reach and deepen loyalty among frequent flyers — Austin-Bergstrom International Airport (AUS), Cincinnati/Northern Kentucky International Airport (CVG), and Raleigh-Durham International Airport (RDU).

💡 Why Delta’s Competitors Don’t Have “Focus Cities”

American Airlines and United Airlines do not have official focus cities. While some airports like Boston (BOS) for American or Cleveland (CLE) for United may appear similar, they don’t receive the same investment or branding as Delta’s focus cities.

Delta sees these focus cities as key to building relevance where it lacks a hub — a strategy that drives SkyMiles membership growth and co-branded credit card usage with American Express.

💳 Loyalty as the Core Engine

Loyalty is at the heart of Delta’s success. In the quarter ending September, Delta earned nearly $2 billion in loyalty revenue — around 12% of total company revenue. This includes earnings from SkyMiles memberships, partnerships, and credit card programs.

By building loyal bases in Austin, Raleigh-Durham, and Cincinnati, Delta ensures repeat business and steady income from credit card spending and mileage redemptions.

✈️ RDU and CVG: Slow but Steady

Delta’s other focus cities — Raleigh-Durham (RDU) and Cincinnati (CVG) — are growing more gradually but remain profitable. Seat capacity is up 3–4% in 2025 compared to last year, reflecting a stable and sustainable approach.

🧭 Conclusion: Delta’s Long-Term Vision

Delta Air Lines’ focus city strategy is a long-term, loyalty-driven growth model. Instead of competing only on scale, Delta is creating local ecosystems of loyal travelers — people who not only fly Delta but also engage with its broader financial and rewards ecosystem.

By aligning its route expansion with brand relevance and customer loyalty, Delta has built a sustainable path forward that sets it apart from other U.S. carriers.