JetBlue to Open Lounges and Launch Premium Credit Card

JetBlue Airways is set to make a significant move in its over two decades of operation by opening its first airport lounges, aiming to attract high-spending travelers. The airline announced that the inaugural lounges will be located at New York’s John F. Kennedy International Airport (JFK), with plans to expand to Boston Logan International Airport shortly thereafter.

The JFK lounge, covering 8,000 square feet, is slated to open late next year, while the Boston lounge will span 11,000 square feet in Terminal C, debuting soon after. These new amenities reflect JetBlue’s strategy to enhance the travel experience for its premium customers.

In conjunction with the lounge openings, JetBlue is also introducing a new “premium” credit card in partnership with Barclays. This move aligns the airline with competitors like Delta, United, and American Airlines, which have successfully generated significant revenue through lucrative credit card partnerships. The new credit card will provide exclusive benefits, including lounge access for cardholders, passengers traveling in JetBlue’s Mint business class on transatlantic flights, and high-level frequent flyer members.

Entry to the lounges will initially be limited to select travelers to manage capacity. According to Jayne O’Brien, JetBlue’s head of marketing and customer support, the airline aims to avoid overcrowding and ensure a pleasant experience for all guests. The lounges will feature cocktail and espresso bars, light bites, and comfortable workspaces, creating an inviting environment for travelers.

JetBlue’s expansion comes as the airline focuses on scaling back costs and achieving steady profitability. The airline has deferred orders for numerous new Airbus jets and reduced several routes this year to optimize its aircraft deployment, particularly those equipped with its popular Mint cabin. This cabin features lie-flat seats and upscale dining options, making it a preferred choice for business travelers.

While the lounges will be a new addition, access will not be available to passengers on other Mint routes, such as transcontinental flights, at least for now. O’Brien indicated that the airline wants to be thoughtful in its approach to lounge access and customer experience.

JetBlue isn’t alone in enhancing its airport offerings. Other airlines are revamping their lounges to attract affluent travelers. Delta has recently introduced its first Delta One lounge at JFK, aimed at customers in its highest-tier cabin and select elite SkyMiles members. Similarly, American and United have exclusive lounges for their premium travelers.

Credit card companies like American Express, Chase, and Capital One have also opened airport lounges across the U.S. to capture consumer interest, further highlighting the trend of enhancing customer perks.

Additionally, JetBlue’s move aligns with industry trends as other carriers, including Southwest Airlines, explore new ways to increase revenue. Southwest plans to introduce extra legroom seats, marking a significant change in its long-standing operations, with further details expected at an upcoming investor day.

As JetBlue embarks on this new chapter, the introduction of airport lounges and a premium credit card signals the airline’s commitment to elevating the travel experience and competing for the lucrative market of high-spending travelers.

Sources: AirGuide Business airguide.info, bing.com, cnbc.com