Katharine Farrell of Delta Air Lines on the evolving role of technology, wellness, and sustainability in corporate travel
In this episode of Zeno Live, filmed at the GBTA Convention in Atlanta, Mike Daly sits down with Katharine Farrell, Sales Digital Marketing Communications Manager at Delta Air Lines and a newly appointed board member for the Global Business Travel Association (GBTA). As co-chairs of the WINiT Education and Development Committee, Mike and Katharine discuss the evolving role of technology, wellness, and sustainability in corporate travel. They also explore how Delta Air Lines leverages innovation to enhance the traveler experience.
Leveraging Delta’s expertise to drive GBTA initiatives
With a background in marketing and communication across industries, including sports and travel, Katherine brings valuable experience to the GBTA board. At Delta, her team follows a "listen, act, listen" model that ensures ongoing improvement based on customer feedback. She hopes to apply the same approach to GBTA, ensuring communication strategies resonate with current and prospective members. Using her expertise in refining marketing communications, Katharine aims to help GBTA reach and engage its audience through the proper channels.
Delta’s commitment to innovation and customer experience
Delta Air Lines is known for its innovation leadership, particularly in enhancing the customer experience. Katharine highlights several of Delta’s recent projects, including partnerships with companies like Jovy Aviation, their push towards sustainable aviation fuel, and the introduction of biometric technology with Delta Digital ID at airports. These efforts focus on improving the traveler experience across different touchpoints—from the sustainability of their operations to the in-flight experience. Delta's commitment to working closely with its partners ensures that whether a traveler is on a Delta flight or one of their partner airlines, they enjoy a consistent and high-quality experience.
Wellness in corporate travel
As wellness becomes increasingly important in corporate travel, Delta focuses on supporting traveler well-being throughout their journey. Drawing inspiration from Delta’s internal wellness program led by Dr. Ting, Katharine explains how this philosophy has been applied to corporate travel. The focus goes beyond cost reduction, addressing financial, physical, and overall well-being. This holistic approach to wellness is detailed in Delta’s "Travel Well" white paper, which outlines the airline’s strategies for supporting travelers’ health. It’s a valuable resource for corporate travel managers looking to enhance their programs.
The changing role of airlines in corporate travel
The corporate travel landscape has evolved significantly in recent years, and airlines must adapt to meet the changing needs of modern business travelers. For Delta, this begins with improving the booking experience through closer collaboration with partners to ensure a seamless process. Beyond booking, Delta is committed to enhancing the overall traveler experience, focusing on health, wellness, and sustainability. As more corporate travelers prioritize sustainability, Delta’s global partnerships and sustainability initiatives are key to supporting this growing demand.
Watch the full interview to learn more about her vision and the exciting initiatives Delta is working on to shape the future of travel.
