JetBlue is to open its first-ever airport lounges for its most valued frequent flyers, as well as international Business Class travelers, as the embattled carrier seeks to tap into the continuing demand from passengers for premium travel experiences.
The airline’s president, Marty St. George, admitted on Thursday that passengers have long implored JetBlue to open its own airport lounges, a quirk that has long set it apart from premium airline rivals.
“Lounges have become an essential offering for the growing numbers of customers seeking premium experiences, and JetBlue’s lounges will further boost the value of our TrueBlue loyalty program as we expand our portfolio of JetBlue credit cards,” commented St. George after the airline made the announcement.
The lounges will only be accessible to JetBlue’s most elite frequent flyers known as TrueBlue Mosaic 4 members, as well as passengers traveling in Mint Business Class on transatlantic flights.
In addition, JetBlue plans to introduce a new premium credit card which will give holders access to its lounges, although details of the card, including pricing, are yet to be revealed.
TrueBlue Mosaic 4 members will also be able to bring one guest into the lounge with them, while day passes to purchase will be subject to space availability. Annual passes will also be available to purchase, although the details of how this will work haven’t yet been shared.
The New York JFK lounge will take up 8,000 square feet, while the Boston lounge will be slightly larger, coming in at 11,000 square feet. Both lounges will feature three dedicated areas known as Play, Work, and Lounge.
A full-service bar will offer handmade cocktails, while barista-made drinks for coffee lovers will also be available. Private workspaces will also allow ‘road warriors’ to keep up to date with their work as they await their flight.
The decision to finally introduce airport lounges is part of JetBlue’s so-called ‘Jetforward’ strategy which is seeking to turnaround the airline’s fortunes and get it back on the path to profitability.
Much of the JetForward strategy has been about shrinking the airline back to profitability, and Jetblue has already withdrawn completely from 15 cities and is cutting back some transatlantic flying.
The delivery of 44 new airplanes, which were meant to drive an ambitious expansion, has also been deferred as JetBlue becomes a smaller carrier.
In the first six months of 2024, JetBlue reported an operating loss of $663 million, but St. George says he is confident that the airline can get on track by building “the East Coast’s best leisure network.”
