What if you could decide where one of the most popular American airlines flies next summer?
That’s exactly what Delta Air Lines is offering its most loyal travelers, in what it’s calling a first-of-its-kind “Route Race.”
For the summer 2026 travel season, SkyMiles members and Delta employees will help decide whether the airline launches a new nonstop flight to Malta, the Italian island of Sardinia, or Ibiza off the coast of Spain.
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The voting window runs from August 25 to 29, and ballots will be cast inside the Delta mobile app. The winning destination will be revealed likely in September, with the first flight is scheduled to take off next summer.
This experiment turns what has traditionally been an executive-level network planning decision into a contest where passengers get to decide.
By handing the power to loyal travelers, Delta (DAL) is hoping to spark excitement and stand out in an increasingly competitive transatlantic travel market.
Image source: Shutterstock
Why Delta Air lines picked these three destinations
Delta selected three unique places for this contest. None of them currently has a nonstop connection from the U.S. That exclusivity alone raises the stakes.
The locations on the contest ballot are:
- Malta: A Mediterranean crossroads known for ancient fortresses, Baroque architecture, and stunning seaside views.
- Sardinia: An Italian island famous for pristine beaches, rugged landscapes, and culinary traditions. Marriott recently added the W Sardinia – Poltu Quatu hotel, making it a major draw for points travelers.
- Ibiza: Synonymous with nightlife and summer parties, Ibiza is also leaning into luxury and wellness tourism. A newly opened Westin resort further enhances its appeal for loyalty members.
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Delta is already leaning heavily into Southern Europe.
The airline recently launched a nonstop from New York JFK to Catania, Sicily, and announced new routes from Seattle to Rome and Barcelona for 2026.
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Delta is betting on Americans wanting direct access to more than just Paris, Rome, and London. So for travelers looking for beaches, culture, and one-of-a-kind experiences, Delta aims to deliver — without a stopover.
“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 Senior Vice President of Network Planning Paul Baldoni.
Why Delta Air Lines is betting big on this strategy
Beyond adding an intriguing new destination, Delta’s vote-driven campaign is a marketing play designed to boost engagement with the SkyMiles program, already one of the most lucrative parts of Delta’s business.
By encouraging travelers to vote, Delta increases app usage, drives conversation on social media, and creates the kind of emotional buy-in that keeps passengers loyal.
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A traveler who votes for Sardinia, for example, may be more likely to book that flight if it wins — because they helped make it happen.
It also highlights how airlines are rethinking loyalty in 2025 and beyond. Instead of just handing out miles or perks, carriers are giving members more control, weaving them into the decision-making process.
For Delta, the payoff could translate to fuller flights, more credit card sign-ups, and greater brand loyalty among high-value international travelers.
What travelers need to know (and why it’s worth paying attention)
This contest may sound like a gimmick, but for Delta Air Lines passengers — especially SkyMiles members — it has real implications.
Here’s what to keep in mind:
- Voting runs August 25–29 exclusively in the Delta mobile app.
- Three destinations are on the ballot: Malta, Sardinia, and Ibiza.
- No U.S. airline currently flies nonstop to any of these islands.
- Winner announced in late September, with flights beginning summer 2026.
- Broader trend: Delta is expanding aggressively into Southern Europe, following strong demand for leisure-heavy destinations.
Even travelers who don’t plan to book right away should pay attention. These routes could unlock easier award redemptions, new vacation opportunities, and added competition that brings down prices.
The bigger picture: airlines letting customers call the shots
Delta Air Lines' “Route Race” isn’t just a fun summer contest — it’s a glimpse into how airlines may evolve in the future. In a business often defined by rigid scheduling, fare hikes, and limited consumer choice, the idea of passengers influencing where planes actually fly is powerful.
“I truly hate this type of silly gimmick. Airlines have the data they need to know where to fly. There are much better ways to reward loyalty members,” said TravelHost Editor-in-Chief Daniel Kline.
However, if this campaign drives bookings and buzz, other airlines could follow suit. United, American, or even international competitors might experiment with letting their loyalty members vote on routes, partnerships, or new onboard perks.
(The Arena Group will earn a commission if you book a trip.)
Make a free appointment with TheStreet’s Travel Agent Partner, Postcard Travel, or email Amy Post at amypost@postcardtravelplanning.com or call or text her at 386-383-2472.
