JetBlue on Monday announced its first domestic first-class product, known as “BlueFirst,” and said the option will become available to travelers later this year.
BlueFirst cabins will be added to all aircraft without Mint, the carrier’s business-class offering. The airline did not say exactly when BlueFirst will make its debut.
JetBlue has never had a traditional first-class product, with that niche somewhat filled by Mint, which is offered on some transcontinental and international routes.
The carrier offered few other details about BlueFirst, but said its name will “make it instantly recognizable and understandable to customers.”
The announcement came the same day JetBlue unveiled a new tiered fare system for seat classes. Starting within the next few days, customers will be presented with four “experience” options – Main, EvenMore, BlueFirst, and Mint – then asked to select a fare tier within that class.
Main is the new name for what had been JetBlue’s Core economy cabin.
The tiers are, from lowest price to highest, Base, Standard, and Flex.
All tiers come with a carry-on covered, but Base does not include seat selection and there is a fee for changing or canceling a flight. Both Standard and Flex waive fees for changes and cancellations and give customers the option of choosing their own seat, but Flex allows for full refunds, while Standard provides a travel credit.
Base passengers earn one TrueBlue point for every $1 spent, while Standard and Flex offer three points per dollar.
“With the introduction of BlueFirst and our recently improved EvenMore experience, we want to make sure customers can easily find the JetBlue experiences they are looking for,” JetBlue President Marty St. George said in a news release. “In two simple clicks, customers will be able to book what’s right for them. First, the onboard experience, and then the fare option depending on their preferences around seat selection and refundability.”
JetBlue’s move toward a tier system mirrors similar changes at United – which has a strategic partnership with JetBlue – and Delta. All three carriers have said the tiers give customers more control over their experience, while at the same time making premium seats more accessible.
