Delta Air Lines continues investing in innovative ways to provide more options with a new opportunity allowing customers to buy premium products and manage upgrades after purchasing a ticket.

Delta customers, including those who purchased tickets via third parties, can now purchase premium products like Delta Comfort+ and first class as an add-on purchase for all or part of their journeys. As an added convenience, customers can use a different method of payment than used for the original ticket purchase.

“This is all about consumer choice,” said Rhonda Crawford, vice president – global distribution and digital strategy, Delta Air Lines. “This flexibility is what our corporate travel customers, in particular, have told Delta they want because it lets them select their desired experience, regardless of how or where their ticket was bought.”

This new feature builds on the airline’s Branded Fares program, designed to give customers greater flexibility and choice when making travel plans.

Here’s how it works: After an eligible ticket is purchased, a customer can go to delta.com or call Delta reservations to buy Delta Comfort+, first class or Delta One as an add-on or ancillary purchase, as available, regardless of when the original ticket was purchased. This new function gives customers choices beyond what was previously offered and will soon be available via the Fly Delta app.