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Delta buckles up as tariffs create turbulence for the travel industry

The news: Delta Air Lines withdrew its full-year forecast, citing considerable uncertainty that is causing both consumers and businesses to pull back on travel plans.

While the airline still expects to be profitable this year, its cautious outlook marks a U-turn from its bullish attitude in January, when it predicted that 2025 would be the best year in Delta's financial history.

The warning signs: Demand fell markedly beginning in late February, Delta CEO Ed Bastian told CNBC, owing to depressed consumer confidence as well as bad weather and safety concerns.

  • The slowdown is mainly confined to the domestic market for the time being, as cost-sensitive consumers cut spending and corporate demand stalls.
  • Everyone is “acting as if we’re going into a recession,” Bastian said, as chaos and uncertainty force companies and households to adopt defensive postures.

Our take: Delta’s struggles are a warning sign for the rest of the travel industry, which started the year in anticipation of record demand.

  • While Delta noted some opportunities—including steady interest in international travel from US consumers looking to “get a reprieve from all the craziness,” as well as solid premium demand—those green shoots could quickly wither if the US enters a recession, or if consumers think that a downturn is likely.
  • Travel demand into the US could also falter as tariffs trigger economic boycotts from consumers in Canada and elsewhere, which will hurt everyone from airlines and hotels to restaurants and retailers.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.

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