Delta works to improve its premium brand image in Asia

Delta works to improve its premium brand image in Asia

Atlanta-based Delta Air Lines has announced that it hopes that its premium service in the Asia-Pacific region will soon compete with that of acclaimed Asian carriers like Singapore Airlines and Cathay Pacific, reports The Associated Press.

The airline said that its ongoing $2 billion investment in customer service is partially targeted at improving the flight experience in the Asian market, particularly in first and business class. In a recent announcement, Delta said that it will be adding 34 lie-flat BusinessElite seats to each of its 32 Airbus A330 jets, meaning that all 150 of the carrier's long-haul international craft will feature business class seats that turn into beds.

Thanks to its recent merger with Northwest, Delta now offers direct flights to 17 cities in the Asia-Pacific region. Three Asian cities - Tokyo, Beijing and Shanghai - are expected to be a prime factor in the airline's growth this year.

"We've not had that [investment and growth] historically because the U.S. airline industry has been a recovering industry," said Vinay Dube, Delta's vice president for the Asia-Pacific region. "We haven't had the cash flow to invest. Now we do."

By Christopher Straub

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