Taking inspiration from the trend of influencer-led discovery on social media, Delta has launched a new platform that uses the same formula: a “friend” offering travel advice and insider tips for destinations on travellers’ wish lists. Called Delta Locals, the platform is available both online and through in-flight entertainment, allowing passengers to explore cities as they fly, guided not by touristy clichés, but by locals.
First announced in January, Delta describes the experience as “a new way to plan your next trip through the eyes of the people who know their communities best, discovering insider tips and hidden gems, from the best chicken sandwich to the perfect spot for a beach bonfire or a great drink, through immersive, story-driven video guides.”
The first destinations currently available are Los Angeles, Tokyo, Patagonia, and Sicily, with more to come in 2026, including Austin, Dublin, and Curaçao, which are already listed on the website.
Users can navigate using a 3D globe and browse categories such as Food, Adventure, Culture, Music, and Wildlife. Contents appear in various formats, including 180-degree videos, articles, and short films. Videos are subtitled in English and vary in length depending on the contributor.
Travellers can explore Patagonia, for instance, through Karina’s account of the wild landscapes she calls the “8th Wonder of the World,” or experience it through the eyes of Antar, an adventurer and storyteller. In Tokyo, Toru, a seasoned sushi chef, takes viewers to the markets where he buys his fish and to his favourite kintsugi workshop, where he repairs broken ceramics with gold. Alice, a local artist, currently represents Sicily, sharing her insider knowledge of vineyards, shipyards, and family-run restaurants.
The articles are written directly by the featured locals and are accompanied by photography.
Tourism strategist Mitch Bach sees Delta Locals as a clear indication of the direction in which travel discovery is heading. In his view, the platform showcases “knowledge influencers – individuals with a genuine perspective – rather than interchangeable, scripted guides.” He also applauds Delta’s “creative take on the UX of travel discovery,” noting that it finally puts people at the centre rather than algorithms.
Kwame Taylor-Hayford, co-founder of the creative agency Kin, explains that, at its core, “Delta Locals is about people: It’s about the lived experiences, stories, and connections shared by our local guides.”
Delta’s chief marketing officer, Alicia Tillman, told Newsweek that the airline aims to invite customers to experience destinations through the neighbourhoods, favourite spots, and everyday rituals known only to locals, combining technology with authentic human insight.
The digital platform effectively replaces the print magazines that were once found on every seatback.
Kin co-founder Sophie Ozoux added that Delta Locals puts the airline “at the forefront of what travel content and planning could look like in the future, as more people embrace sustainable travel and avoid tourist traps… The opportunities to showcase more destinations across Delta’s network are endless.”
Delta is truly innovating within the industry. While several airlines have already begun shifting away from printed magazines – United’s Hemisphere offers destination suggestions and three-day itineraries online, and KLM’s Flying Dutchman is still only published quarterly in print for certain Flying Blue loyalty members – Delta is the first to go beyond mere digitisation by championing the “influencer-human-friend” approach, making authentic local voices the new standard for travel discovery.
