NEW YORK, December 29, 2025, 07:22 ET
- JetBlue is leaning further into premium travel with its first airport lounge and a planned 2026 domestic first-class-style cabin. 1
- Industry demand for higher-priced seats and perks is drawing airlines — including JetBlue — deeper into the premium market. 2
- JetBlue shares were down about 1% in premarket trading on Monday.
JetBlue Airways Corp is sharpening its move into premium travel, betting that airport lounges and pricier seating can help it win higher-spending customers even as bigger U.S. carriers expand their own upscale offerings. 1
The push matters now because airlines are increasingly leaning on “premium” products — higher-priced seats and added perks such as lounges — to generate stronger revenue per passenger. JetBlue is trying to capture that demand while keeping its brand built on low fares and a strong onboard experience. 2
JetBlue has long been known for comfort upgrades inside economy, but it has lacked a traditional domestic first-class cabin across most of its fleet. Executives have told investors that a new first-class-style cabin is on track for 2026. 3
A Stocktwits analysis published early Monday pointed to JetBlue’s “premium bet” as airlines court corporate travelers and higher-income customers who are still paying up for comfort. 2
JetBlue this month opened BlueHouse, its first airport lounge, at John F. Kennedy International Airport’s Terminal 5, calling it a milestone in its JetForward strategy to build more premium experiences on the ground and in the air. 1
“BlueHouse helps make our flagship terminal feel more like home,” JetBlue president Marty St. George said in a statement. 1
The 9,000-square-foot, two-floor space includes a game room, open seating and quieter areas for work, JetBlue said. The airline said complimentary access is provided to top-tier Mosaic 4 customers — the highest level in its loyalty program — JetBlue Premier cardmembers and transatlantic Mint passengers. 1
JetBlue said BlueHouse will operate daily from 5 a.m. to 10 p.m. ET and that annual and one-time passes for eligible customers will be available for purchase next year. A second BlueHouse location is slated to open at Boston Logan in 2026. 1
In the air, JetBlue’s highest-end product is Mint, a premium cabin with lie-flat seats offered on select routes. JetBlue has said it has been expanding Mint service as airlines compete for premium spending. 4
On an earnings call in October, JetBlue executives said premium demand remained robust, with premium revenue performance outpacing the airline’s core product in the third quarter. 3
The airline also said its planned “Domestic First” cabin remains on schedule for 2026, with about 25% of the non-Mint fleet expected to be retrofitted by the end of 2026 and most of the fleet targeted for completion by the end of 2027. 3
Some investor-focused commentary has dubbed the planned domestic cabin “Mini Mint,” even as JetBlue’s investor communications refer to it as “Domestic First.” 5
JetBlue’s move comes as Delta Air Lines, American Airlines and United Airlines invest heavily in premium cabins and airport perks, using those products to keep frequent flyers from switching carriers. 2
JetBlue shares were down about 1% in premarket trading on Monday. Delta, American and United shares were also modestly lower.
