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JetBlue Airways is overhauling the way customers shop for flights by introducing a simplified fare structure designed to make it easier to compare onboard experiences and paving the way for the launch of its new BlueFirst™ (domestic First Class) product later this year.
The updated booking experience, which begins rolling out in the coming days, separates the travel experience from the fare rules. Customers will first select the type of onboard experience they want before choosing the level of flexibility that best fits their travel needs.
Under the new system, travelers will choose from four cabin experiences:
- Main: JetBlue’s standard cabin, formerly known as Core, featuring complimentary high-speed Fly-Fi®, seatback entertainment with live TV, snacks, and beverages.
- EvenMore®: The airline’s premium economy option, offering extra legroom, priority security where available, early boarding, dedicated overhead bin space, and additional perks.
- BlueFirst™: JetBlue’s new domestic first-class experience, which will begin rolling out later this year on aircraft and routes that do not offer Mint®.
- Mint®: JetBlue’s premium cabin with lie-flat seats, elevated dining, and enhanced service on select routes.
The introduction of BlueFirst™ marks JetBlue’s first dedicated domestic First Class product outside of its Mint® network. The airline said the name was chosen to make the offering immediately recognizable to travelers shopping for a traditional First Class experience.
As part of the transition, JetBlue is also renaming its longtime Core cabin to Main to bring its terminology more in line with naming conventions used across the airline industry.
After selecting an onboard experience, customers will choose from one of up to three fare options:
- Base: The lowest-priced fare, designed for travelers focused on cost. Seat selection is not included, and eligible cancellations receive JetBlue travel credit after any applicable fees. There is no Base fare for Mint®, but there will be for BlueFirst™.
- Standard: Includes seat selection, no change fees, and travel credit for eligible cancellations.
- Flex: The airline’s most flexible fare, including seat selection, no change fees, and refunds to the original form of payment for eligible cancellations.
The fare names will be paired with each onboard experience, resulting in options such as Main Base, EvenMore® Flex, or BlueFirst™ Standard.
JetBlue says the new shopping experience is intended to make comparing fares more intuitive by clearly separating cabin amenities from ticket flexibility. Rather than sorting through multiple fare brands, customers will first choose the onboard experience they want and then decide how much flexibility they need.
Marty St. George, President of JetBlue, said:
With the introduction of BlueFirst and our recently improved EvenMore experience, we want to make sure customers can easily find the JetBlue experiences they are looking for. In two simple clicks, customers will be able to book what’s right for them. First, the onboard experience, and then the fare option depending on their preferences around seat selection and refundability.”
Anthony’s Take: The changes also lay the groundwork for the airline’s broader premium strategy as BlueFirst™ begins entering service later this year, giving JetBlue a new product to compete more directly with the domestic First Class offerings available on other US airlines.
(Featured Image Credit: JetBlue Airways.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
