We have been listening to our customers about the stress they often feel at the gate before boarding, and implementing small changes for years. This latest enhancement further refines how Delta’s process works and is designed to better link the Delta product they purchased to differentiated experiences throughout their journey.

-Delta senior vice president and chief marketing officer Tim Mapes in a statement issued this week to unveil the airline’s plan to “make a global shift to boarding [passengers] by branded fare purchased” rather than zone boarding, which Delta says has been “an aviation standard for decades.”