---
id: "entity-delta"
type: "entity"
source_timestamps: ["¶7"]
tags: ["brand-example", "travel"]
related: ["concept-curiosity-window"]
entityType: "organization"
canonicalName: "Delta Air Lines"
aliases: ["Delta"]
sources: ["commercial"]
sourceVaultSlug: "hbr-seg-commercial"
originDay: 5
articleStem: "hbr-foci-66-customers-willing-try-new-tech"
sourceUrl: "https://hbr.org/2025/11/research-when-are-customers-willing-to-try-a-new-technology"
sourceTitle: "Research: When Are Customers Willing to Try a New Technology?"
---
# Delta Air Lines

**Delta Air Lines** is cited as a brand that *reframes* found time. Delta converts airport downtime into engagement by offering **Digital ID, live bag tracking, and targeted offers** — turning otherwise-dead waiting periods into [[concept-curiosity-window|curiosity windows]] (see [[concept-found-time]]).

**Enrichment context:** canonical at *delta.com*; a major U.S. airline promoting digital tools that put airport dwell time to use for convenience and engagement.