Dive Brief:
- JetBlue has introduced a subscription service and added new point redemption options to its TrueBlue loyalty program, the airline announced last week. TrueBlue Subscriptions is divided into three tiers with monthly and annual payment options.
- All subscription tiers provide automatic loyalty points each month. The higher tiers increase the number of loyalty points earned per dollar spent when booking flights with cash, and the highest tier refunds 10% of loyalty points when booking a flight with points.
- All TrueBlue members can now redeem their points for extra perks, including seat assignment upgrades, free first and second checked bags, coverage for pet travel fees, and priority security access at some airports.
Dive Insight:
JetBlue sees its TrueBlue loyalty program and premium customers as key drivers for overall growth.
Loyalty revenue was up 8% year over year in fiscal 2025 despite capacity falling 1.6% during the same period, President Marty St. George said on a January earnings call. Loyalty is the airline’s biggest driver of revenue per available seat mile, generating about 1 percentage point of year-over-year revenue per available seat mile.
JetBlue, like American Airlines and United Airlines, is pursuing premium customers. Products like its EvenMore travel experience, which includes dedicated overhead bins and complementary alcoholic drinks, and its recently opened JFK airport lounge are helping the airline capture premium revenue, according to St. George.
TrueBlue Subscriptions builds on this momentum. It pairs with some of JetBlue’s other premium programs, providing extra benefits for Mosaic loyalty members and JetBlue credit cardholders.
Subscribers who have achieved Mosaic loyalty status, can earn more points per dollar spent.
JetBlue Plus, Premier and Business cardmembers can combine their credit card redemption bonus with the TrueBlue Subscriptions bonus to get up to 20% of their loyalty points back after booking a flight with points.
JetBlue has more premium loyalty updates planned for later this year. The company will introduce “mutual elite customer loyalty benefits” to BlueSky, its joint loyalty partnership with United Airlines, St. George said on the January earnings call.
