Basic Business? Platinum Pro? Premium Plus? Airlines have a naming problem—here’s how to fix it

Naming experts explain why Delta’s new ‘Basic Business’ class doesn’t work, and what airlines can do to make flying at least sound fun again.

In early July, Delta Airlines announced that it would begin offering a new category of fares for its Delta First, Delta Premium Select, and Delta One seat tiers. The Delta One option came with a name that felt like an oxymoron: “Basic Business.”