JetBlue Airways aircraft in Terminal 5 at New York’s John F. Kennedy International Airport.
Leslie Josephs | CNBC
JetBlue Airways It will open its first airport lounge in more than two decades of flying, a major shift for the budget airline as it chases high-spending travelers.
JetBlue said Thursday the lounges will open late next year at the airline’s hub in New York, followed by Boston.
The airline also plans to launch a new “premium” credit card in partnership with its partner Barclays, drawing on the experience of the following credit card companies: Delta Air Lines, United Airlines and American Airlinesgenerating billions of dollars in revenue through lucrative credit card transactions.
The company said customers with an upcoming premium credit card, customers booking transatlantic travel in JetBlue’s Mint business class, and premium frequent flyer status holders will be able to access the lounge.
JetBlue said its 8,000-square-foot lounge in Terminal 5 at New York’s John F. Kennedy International Airport will open late next year, and an 11,000-square-foot lounge in Terminal C at Boston’s Logan International Airport will follow soon. Open later.
JetBlue has been trying to cut costs and return to steady profitability, including delaying production of dozens of new Airbus jetliners. The airline has cut dozens of routes this year and has been looking for ways to better deploy aircraft equipped with the Mint cabin, which features lie-flat seats, high-end dining and other perks.
Jayne O’Brien, JetBlue’s director of marketing and customer support, told CNBC that passengers traveling on other Mint routes, such as transcontinental flights, will not have access to the lounge, at least not immediately.
JetBlue doesn’t want to disappoint passengers who can’t access the lounges because they’re too crowded, she said. “We want to be thoughtful about how we intervene in this problem,” she said, adding that the lounge will feature a cocktail and espresso bar, “snacks” and workspaces.
Holders of the JetBlue loyalty program’s highest tier and new Premium Card will receive free lounge access for one guest.
O’Brien declined to comment on rumors that JetBlue plans to offer the Mini Mint cabin, a smaller version of its popular cabin, on some planes.
Other airlines have been revamping airport lounges in hopes of attracting more big-ticket shoppers and accommodating crowds. Delta Air Lines has scaled back access to some of its popular airport sky clubs after receiving complaints about queues, and in June launched the first Delta lounge at New York’s JFK airport, dedicated to those traveling in its highest cabins. and certain invitation-only passenger services.
American Airlines and United Airlines also offer dedicated lounges for premium first and business class passengers.
Credit card companies, e.g. American Express, catch up and capital one Airport lounges have also been opened in cities across the country to attract consumers.
JetBlue isn’t the only airline looking to expand benefits by raising fares.
Southwest Airlines Plans to offer seats with extra legroom to boost revenue are the biggest changes in the airline’s more than five decades of flying. Southwest will provide more details about its strategy at its investor day next week. Spirit aviation and Frontier Airlines Packages are also available that include larger seats and earlier boarding.
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