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. [3]
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. [4]
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. [5]
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. [6]
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. [7]
“BlueHouse helps make our flagship terminal feel more like home,” JetBlue president Marty St. George said in a statement. [8]
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. [9]
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. [10]
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. [11]
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. [12]
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. [13]
Some investor-focused commentary has dubbed the planned domestic cabin “Mini Mint,” even as JetBlue’s investor communications refer to it as “Domestic First.” [14]
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. [15]
JetBlue shares were down about 1% in premarket trading on Monday. Delta, American and United shares were also modestly lower.
References
1. ir.jetblue.com, 2. stocktwits.com, 3. ir.jetblue.com, 4. stocktwits.com, 5. www.fool.com, 6. stocktwits.com, 7. ir.jetblue.com, 8. ir.jetblue.com, 9. ir.jetblue.com, 10. ir.jetblue.com, 11. www.reuters.com, 12. www.fool.com, 13. www.fool.com, 14. meyka.com, 15. stocktwits.com
