Delta Encouraging Their Elites to Act Like DYKWIAs Using a New Hashtag

In frequent flyer circles, probably the worst possible behavior — worse than anything you see from ‘the kettles’ (Ma and Pa Kettle who fly maybe once a year) or ‘gate lice’ (people who crowd the boarding lanes before their zone is called) are the ‘DYKWIAs’…usually elite passengers who think they’re entitled to whatever it is they want because they are so darned important.

Often the ‘DYKWIA’ declares their elite status, or throws down their elite membership card, along with their tantrum.

It seems that Delta is actually encouraging this, with their elite bag tags this year. They’ve even created a hash tag, #BragTag.


About Gary Leff

Gary Leff is one of the foremost experts in the field of miles, points, and frequent business travel - a topic he has covered since 2002. Co-founder of frequent flyer community, emcee of the Freddie Awards, and named one of the "World's Top Travel Experts" by Conde' Nast Traveler (2010-Present) Gary has been a guest on most major news media, profiled in several top print publications, and published broadly on the topic of consumer loyalty. More About Gary »

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  1. i agree. I saw a pic on Twitter where one of these entitled salesman had his diamond credentials around his neck. I’m diamond too but guys like that make us look ridiculous. Put your tag on your bag and be kind.

  2. What a way to self identify as a douchebag. Lets start a twitter campaign to publicly call these people out #douchebag.

  3. Like of course Delta would do this, promote boorish and brutish behavior hoping to make money off of it. In the end they are still gonna overcharge you for award tickets, probably miscalculate your miles earning, and throw your spouse out of the lounge but hey at least you can brag like a brat that you gave them lots of your or your companies’ foolish money!
    #whosedummer now?

  4. I have the travelocity gnome #bragtag. Beauty is in the eye of the beholder and it rules. DYKWIA – I learned a new term today.

  5. i should tweet then my NW Plat or AA tags – just to remind them how bad of an airline they are. Or encourage people to post the customer service issues with that hashtag.

  6. I do wonder how many people will end up sending out photos with their #BragTags mostly covered in fecal matter, to display how Delta’s been treating us this year?

  7. @nick — I love that idea. But believe they should be called #douchebagtags in efforts to mirror the (horrendous) campaign by delta here.

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