Delta Airlines wants to create a brand which truly stands out in the crowded, competitive skies.

“One of the things that we've got to do in our industry is about differentiation,” Ed Bastian, Delta’s CEO, explained at CES 2019, an event held by the Consumer Technology Association (CTA) in Las Vegas.

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Ed Bastian, CEO, Delta

“Our goal … is to make travel, and flying, something that customers don't have to endure as they're looking forward to getting to their [destination], but really something that's magical and … brings some of that magic and light back to the experience.”

The scale of this challenge should not be underestimated: Airlines have typically found themselves battling with cable and internet-service providers when it comes to recording the lowest customer satisfaction ratings among the US public.