JetBlue Airways is doubling down on premium, and its planes are about to look very different.
On Tuesday, the airline officially unveiled the details of its highly anticipated first-class cabin: BlueFirst.
The new cabin, which has Bluetooth connectivity, extra space, and enhanced meals and entertainment, will be equipped on Airbus A220, A320, and A321 aircraft, and service is expected to start “later this year.” JetBlue did not disclose the inaugural route, but said BlueFirst will be available “in all markets where JetBlue flies and is not currently served with Mint [business class].” This will be a departure from its historically all-economy domestic planes and bring JetBlue more in line with mainline competitors like Delta and United.
Complementing its Mint cabin and new airport lounges, BlueFirst is the latest sign of JetBlue’s — and the broader airline industry’s — laser focus on premium demand.
High-dollar premium cabins have become increasingly important to airlines’ bottom lines as travelers continue paying up for better experiences.
JetBlue reported a 13% year-over-year increase in premium revenue per available seat mile in the second quarter, outpacing Main Cabin’s 11% growth.
Delta Air Lines reported a 17% year-over-year increase in premium revenue in Q2, while United’s premium revenue rose by about 16%.
This premium shift comes as JetBlue continues to claw back to profitability, having not posted a full-year net profit since the COVID-19 pandemic.
It had been counting on now-failed deals with Spirit Airlines and American Airlines to grow, but both ultimately collapsed.
It’s also dealt with engine-related aircraft groundings and numerous route and city cuts.
Still, JetBlue has carved out a stronghold in Fort Lauderdale after Spirit’s collapse, is adding more leisure-focused routes, and is teaming up with United to share customers and expand its reach.
BlueFirst could help JetBlue build on that momentum.
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