Route race: Delta Air Lines crowdsources its next European route
August 28, 2025
Delta Air Lines has asked its customers and staff to vote on one of three European islands that it would add to its route network in 2026.
“This will allow customers and employees alike to help shape Delta’s network in a way no airline has done before,” Delta said in its announcement.
The vote follows Delta’s continued route expansion with the airline operating its “largest-ever transatlantic schedule” this summer, including the launch of Catania, Italy, Delta’s first nonstop flight to Sicily.
“SkyMiles Members and Delta people are at the centre of everything Delta does. The Route Race is a celebration of their influence, giving our community a voice in where they want to fly next and inviting them to help shape Delta’s global network,” said Paul Baldoni, Senior Vice President of Network Planning.
“The destinations where Delta flies are more than just dots on a map – they’re gateways to culture, connection and possibility, and this is a chance for our Members and employees to bring one of them closer.”
The airline has simplified the voting process by inviting SkyMiles Members to cast their vote directly in the Delta app. They can navigate to the Explore and Trip pages, confirm their SkyMiles credentials and submit their vote.
Delta eyes three Mediterranean islands for new European route
The three destinations up for vote are: Malta, Ibiza, and Sardinia. None of these three island destinations has direct airline connections from the United States, according to data from aviation analytics company Cirium.
Will Delta’s customers choose Malta?
Delta describes this destination as “perfect for customers who want their trip to feel like a story.” The airline highlights Malta’s blend of historic landmarks and “sunny Mediterranean charm.”
Malta welcomed a record-breaking 3.56 million tourists last year, with preliminary figures for 2025 showing 1.8 million visitors by the end of June.
In total, airlines offer 31,596 flights to Malta, primarily through various European hubs, with 5,990,567 seats and 3,039,442,965 available seat miles (ASMs).
- Delta’s SkyTeam partner Air France has scheduled 56 flights to Malta this year from Charles de Gaulle Airport (CDG), with capacity for 10,268 seats in all.
- Qatar Airways offers 105 direct flights to Malta from Doha, offering 13,860 seats this year.
- Tunisair Express has scheduled 222 direct flights to Malta from Tunis this year, offering a total of 16,014 seats.
- Turkish Airlines has 730 flights from Istanbul offering 134,799 seats.
- Emirates has scheduled 365 flights with 126,566 seats to Malta, connecting through Larnaca, Cyprus.
Does Ibiza appeal to Delta’s frequent flyers?
Delta draws attention to Ibiza’s blend of vibrant nightlife and captivating nature in its pitch for the destination. “It’s perfect for those who want their trip to be equal parts relaxation and revelry,” the airline states.
Ibiza recorded an all-time high of 9,069,410 passengers passing through its airport in 2024. While the airline currently has no international connections outside of Europe, there are 31,000 flights scheduled this year through European hubs, offering 5,285,881 seats and 3,039,442,965 ASMs.
SkyTeam airlines, including Air Europa, Air France (with its Hop subsidiary), KLM, and SAS, currently serve Ibiza.
- Air Europa offers the highest number of flights with 425 scheduled this year from Madrid, carrying 79,122 seats.
- Air France scheduled two flights, with 299 seats, and Air France Hop scheduled 205 flights with 19,443 seats, both through CDG.
- KLM scheduled 102 flights through Amsterdam, with 18,536 seats.
- SAS scheduled seven flights through Stockholm, with 1,260 seats, and 13 flights through Copenhagen, with 2,190 seats.
Could Sardinia win the popular vote for Delta’s new route?
Delta says Sardinia is perfect for those “who love a slower pace but still want adventure.” In 2024, Sardinia saw around 4.5 million arrivals, marking a record high for the island’s tourism sector.
Like Ibiza, Sardinia has no international connections outside of Europe. The island has 35,834 flights scheduled this year, offering 6,452,429 seats and 2,932,160,089 ASMs.
- KLM Cityhopper has scheduled 88 flights with 10,888 seats through Amsterdam.
- Air France Hop has 227 flights with 21,633 seats through Charles de Gaulle.
Delta Air Lines has clearly narrowed down its crowdsourced routes to markets with no other US carrier competition, little international competition, and limited overlap with its SkyTeam partners.
Should airlines crowdsource decisions on their products, services, and schedules?
Delta’s decision to put its route planning to a vote, albeit limited to three possible destinations, is a notable innovation. A Harvard MBA student participating in the Digital Innovation and Transformation program proposed this approach to airline decision-making on products, services, and schedules in 2017.
“Airlines could have their customers vote online through any number of platforms to select future destinations to fly to, as well as the types of experiences customers receive while on their flight,” Brandon K wrote.
“For example, if an airline polled customers to see what their #1 vacation travel destination is in the next 2 years, that information can help determine which routes would be most in-demand for future expansion, and customers would feel appreciated by having a say in where airlines fly to based on demand.”
Delta will announce the winning Mediterranean destination 30 days after voting closes on August 29. The result could help the airline better understand demand, generate interest in the destination in advance, and maximise the success of the route launch. By leveraging input from its frequent flyers, Delta also ensures its most loyal customers feel heard.
Delta’s competitors are also listening, and it will be interesting to see how they respond to this unique route planning approach.
