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JetBlue announces strategic changes amid financial challenges

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JetBlue announces strategic changes amid financial challenges
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Mackenzie Roche Editor | The Points Guy

JetBlue Airways is implementing several changes as part of its strategic shift, "JetForward," which was discussed during a call with investors. CEO Joanna Geraghty described the airline as undergoing "immense change" and noted positive customer feedback.

The airline is introducing an updated loyalty program and plans to launch a premium cobranded credit card soon. Although details are limited, the card will offer competitive points-earning levels similar to JetBlue's existing credit cards. The card is expected to be available by the end of January or February.

Additionally, JetBlue will open its first branded premium lounge at John F. Kennedy International Airport (JFK) in late 2025. This lounge, along with another planned for Boston Logan International Airport (BOS), aims to enhance passenger experience as part of the JetForward initiative.

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A new domestic first-class product is also in development but will not debut until 2026. Airline president Marty St. George mentioned that this new seating arrangement would feature a 2-2 layout and eventually be available on all non-Mint planes.

JetBlue is considering forming a new domestic partnership following the dissolution of its Northeast Alliance with American Airlines last year. Geraghty confirmed ongoing discussions with potential partners but provided no specific announcements.

Despite these developments, JetBlue faces challenges such as engine issues affecting its Airbus A220 and A321neo aircraft and air traffic congestion in the Northeast U.S., exacerbated by a shortage of air traffic controllers. Competition from Delta Air Lines in Boston and Spirit Airlines in Fort Lauderdale also persists.

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