Delta Air Lines is turning to its most loyal customers to help shape its 2026 European network, launching a crowdsourced vote to determine its next Mediterranean island destination.
In a move that blends digital innovation with customer engagement, the airline is inviting SkyMiles members and employees to choose between Malta, Ibiza and Sardinia—three sun-soaked locales currently lacking direct connections to the United States.
The initiative, dubbed the “Route Race,” marks a first for Delta and a rare example of participatory route planning in the aviation sector. Voting is open via the Delta app until 29 August, with the winning destination set to be announced 30 days later.
“This will allow customers and employees alike to help shape Delta’s network in a way no airline has done before,” 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.”
The campaign follows Delta’s record-breaking transatlantic summer schedule, which included the launch of its first nonstop service to Sicily via Catania. The airline’s strategy appears focused on underserved leisure markets with limited SkyTeam overlap and no direct US competition.
The contenders: Malta, Ibiza and Sardinia
Each destination offers a distinct proposition for business and leisure travellers alike:
- Malta: Positioned as a story-rich destination with historic charm, Malta welcomed 3.56 million tourists last year. While well-connected via European hubs, it has no direct US service. Delta’s SkyTeam partner Air France operates 56 flights from Paris CDG, while Turkish Airlines, Emirates and Qatar Airways also serve the island.
- Ibiza: Known for its nightlife and natural beauty, Ibiza saw over 9 million passengers in 2024. Despite strong intra-European connectivity—led by Air Europa, KLM and SAS—it remains off-limits to US carriers.
- Sardinia: Marketed as a haven for slow-paced adventure, Sardinia attracted 4.5 million arrivals last year. Like Ibiza, it lacks international links beyond Europe, though Air France Hop and KLM City hopper maintain seasonal services.
According to aviation analytics firm Cirium, none of the three islands currently has direct airline connections from the US, making Delta’s proposed route a potential first-mover advantage.
A new model for airline decision-making?
Delta’s crowdsourcing experiment echoes ideas floated in academic circles. A Harvard MBA student proposed a similar model in 2017, suggesting airlines could use customer voting to guide product and route development. By tapping into demand data and giving passengers a voice, airlines could foster loyalty while making commercially sound decisions.
The Route Race may also serve as a litmus test for future engagement strategies. If successful, it could prompt competitors to adopt similar participatory models, reshaping how airlines approach network planning.
For business travellers, the implications are clear: customer influence is growing, and the next must-fly destination might just be one they helped choose. Whether it’s Malta’s heritage, Ibiza’s energy or Sardinia’s serenity, Delta’s next European route will be one shaped by its community.