Partnership introduces first-of-its-kind immersive coffee journey to Costa Rica for SkyMiles members

Delta Air Lines and Starbucks have announced a groundbreaking collaboration with the launch of "The In-Air Coffeehouse," a unique experiential marketing initiative that combines air travel with immersive coffee education. The exclusive experience, available only to SkyMiles members, represents a significant evolution in airline-brand partnerships within the food and beverage sector.

The In-Air Coffeehouse will operate from December 16-18, 2025, featuring a chartered flight from Atlanta (ATL) to Costa Rica's Juan Santamaría International Airport (SJO). The program introduces Delta's new "Group Drop on SkyMiles Experiences" feature, allowing members to enter with friends for exclusive access to curated events without requiring miles redemption.

Entry is available from October 27 through November 3, 2025, with the program open to SkyMiles members aged 21 and older who possess valid passports.

In-Flight Experience Design

The chartered aircraft will feature a reimagined cabin environment designed to replicate a coffeehouse atmosphere at 30,000 feet. Key elements include:

• Interactive coffee education moments

• Guided coffee tastings hosted by certified Starbucks baristas

• Immersive storytelling about coffee heritage and production

• Safety-compliant hospitality enhancements

According to Erin Silvoy, Senior Vice President of Global Marketing at Starbucks, "Coffee is at the heart of everything we do. Partnering with Delta on this unforgettable experience gives us a unique opportunity to celebrate the journey of Starbucks coffee—from bean to cup—starting at our Hacienda Alsacia farm in Costa Rica."

Destination Programming at Hacienda Alsacia

Participants will visit Hacienda Alsacia, Starbucks' 240-hectare coffee and innovation farm located on the slopes of Poás Volcano. The facility, home to over 800,000 coffee trees, serves as both a working farm and research center for sustainable coffee cultivation practices.

The Costa Rica itinerary includes:

• Guided tours of coffee cultivation and processing facilities

• Hands-on coffee production experiences

• Exclusive coffee tastings and food pairings

• Cultural immersion activities featuring Costa Rican cuisine and entertainment

• Optional wellness programming including yoga sessions

Strategic Partnership Implications

Joshua Kaehler, Managing Director of Delta's SkyMiles Loyalty Partnerships, emphasized the program's role in loyalty strategy: "SkyMiles Membership makes loyalty mean more — more access, more value and more connection to the things that matter most. Alongside iconic partners like Starbucks, we're creating elevated experiences that enrich everyday life and inspire Members to keep choosing Delta."

The collaboration leverages the existing Delta-Starbucks partnership, which allows customers to earn SkyMiles through Starbucks purchases and Stars through Delta flights, creating a comprehensive cross-brand loyalty ecosystem.

Industry Context and Innovation

Alicia Tillman, Chief Marketing Officer at Delta, positioned the initiative within broader industry trends: "As Delta soars into our next 100 years of flight, we're more passionate than ever about making the world feel a little smaller by connecting our customers to the people, places and experiences they love."

The In-Air Coffeehouse represents several industry innovations:

• Integration of product education with travel experiences

• Group-based loyalty program mechanics

• Immersive brand storytelling in controlled environments

• Farm-to-consumer educational programming

Market Positioning and Future Implications

This initiative marks the first Group Drop experience, with additional programs planned for 2026. The program demonstrates how established food and beverage brands can leverage travel partnerships to create premium, educational experiences that strengthen customer relationships while showcasing product origins and quality standards.

The collaboration also highlights the growing importance of experiential marketing in the coffee industry, where origin stories and production methods increasingly influence consumer purchasing decisions.

The program operates under sweepstakes regulations, with no purchase necessary for entry. Participants must be SkyMiles members, though membership is free and available through delta.com or the Fly Delta app. The experience includes accommodations in Belén, Costa Rica, and all programming at Hacienda Alsacia.

Image from Starbucks