JetBlue Airways is making a significant shift in its strategy to attract high-spending travelers. After more than two decades in the airline industry, the low-cost carrier is set to open its first airport lounges, with locations in New York’s JFK and Boston’s Logan Airport. This move comes as part of JetBlue’s efforts to cater to premium travelers and compete with larger airlines. Additionally, the airline is launching a new premium credit card, providing further perks to its most loyal customers.
New Lounges to Elevate JetBlue’s Traveler Experience
JetBlue’s first-ever airport lounges will be located at New York’s JFK Airport, with the first one opening in late 2025. Following this, a second lounge is set to open at Boston Logan Airport shortly after. These lounges will provide a more premium experience for travelers, especially those flying in JetBlue’s Mint business class for trans-Atlantic flights, holders of its new premium credit card, and high-tier frequent flyers.
JetBlue’s marketing and customer support head, Jayne O’Brien, emphasized the airline’s careful approach to rolling out these lounges. “We want to be very thoughtful about how we step into this,” O’Brien told CNBC, highlighting that the lounges will offer cocktail and espresso bars, “light bites,” and space for travelers to work. The lounges will cover 8,000 square feet at JFK and 11,000 square feet at Logan, offering a premium retreat for JetBlue’s most loyal passengers.
As JetBlue opens its new lounges, the airline is also working hard to reduce costs and return to consistent profitability. This includes deferring the delivery of several new Airbus aircraft and cutting back on certain routes this year. The new airport lounges and premium credit card are part of a broader effort to target high-spending customers and offer them more value, particularly on trans-Atlantic flights.
While the lounges will initially only be available for specific Mint travelers, O’Brien mentioned that JetBlue will monitor the lounges’ capacity to avoid overcrowding. “We don’t want to disappoint customers if they aren’t able to get into the lounges because they are too crowded,” she added.
Following Competitors in the Battle for Premium Flyers
JetBlue’s move mirrors efforts by other airlines that have invested in creating exclusive airport lounges for their premium travelers. Delta, for instance, recently unveiled its Delta One lounge at JFK Airport, catering to high-level cabin travelers and elite members of its SkyMiles program. Similarly, United and American Airlines offer exclusive lounges for their first- and business-class travelers.
JetBlue’s entry into this space signals its intent to compete head-on with these larger players, vying for the same pool of big spenders who value comfort, convenience, and premium service.
JetBlue is not alone in recognizing the growing demand for premium services among travelers. Other low-cost carriers like Southwest Airlines have also started introducing new offerings aimed at increasing revenue, such as seats with extra legroom. Even ultra-low-cost airlines like Spirit and Frontier have rolled out bundles that include upgraded seating options and earlier boarding to appeal to travelers willing to spend a bit more for added comfort.
With these new moves, JetBlue is positioning itself as a player in the premium market, hoping to capture a slice of the lucrative high-spending customer base.
JetBlue’s decision to introduce airport lounges marks a significant step in the airline’s evolution. By opening these premium spaces and launching a new credit card, the airline is expanding beyond its traditional low-cost model and entering the competitive market for high-end travelers. As it strives to offer more luxury and exclusivity to its customers, JetBlue is poised to challenge major airlines in the battle for premium passengers. With its lounges set to open in 2025, the airline is betting on a future where comfort and luxury drive customer loyalty.
Launching a Premium Credit Card to Drive Loyalty
In a bid to further attract premium customers, JetBlue plans to introduce a new premium credit card in partnership with Barclays. This follows the lead of other major airlines like Delta, United, and American, which have found success through their credit card deals. These credit cards, often packed with perks and rewards, have become a multi-billion-dollar industry for airlines. JetBlue’s new premium cardholders will enjoy exclusive benefits, including access to the new lounges, along with other travel-related rewards.
The card is expected to appeal to frequent travelers who seek comfort and convenience, especially for those flying JetBlue’s Mint cabin, which already boasts luxury features such as lie-flat seats and gourmet dining.
