JetBlue announced Thursday it will open its first-ever airport lounges at its main hubs in New York and Boston as the carrier ratchets up luxury amenities to compete against its bigger rivals.
Slated to debut late next year, the first will be an 8,000 square-foot lounge at John F. Kennedy International Airport, followed by an 11,000 square-foot facility at Boston Logan International Airport, the company said.
“Customers have asked for a JetBlue lounge for years and we can’t wait to unveil our take,” JetBlue President Marty St. George said in a statement.
The lounges will be “bespoke,” according to JetBlue CEO Joanna Geraghty, adding they are being designed with a more premium experience in mind.
“This is going to be different. It’ll be exclusive,” she said.
“So as we think about lounges, it’s dipping our toe in the water, trying to get it right, trying to make sure that it doesn’t impact fares because we really want to make sure that JetBlue remains accessible as a low-fare carrier.
The forthcoming lounges will be open to JetBlue credit card holders, Mint class customers on transatlantic flights and some other top-class frequent fliers.
Some “eligible” customers will be able to purchase day passes, depending on space availability, and all customers will be able to buy an annual pass, JetBlue said.
The airline didn’t say how much the passes would cost.
JetBlue’s highest-tiered loyalty customers will be able to bring one free guest into the lounge.
The lounges will include cocktail and espresso bars, complimentary food and beverages and spaces to work with charging stations, JetBlue said.
The Queens-based airline said it is also partnering with Barclays on a new “premium” credit card – mirroring credit card deals at similar companies like Delta and United.
An oversupply in the airline industry has spurred cutthroat price wars, with budget airlines snapping up cash-strapped customers with the lowest possible ticket prices.
Mid-range airlines like JetBlue, Delta and United – which are unable to offer ticket prices that can compete against budget airlines like Spirit – are now focusing on their higher-end passengers.
The company has been promoting its Mint cabins, which feature perks like lie-back seats and finer dining, to attract high-spending travelers.
Other airlines have been revamping their airport lounges with the same goal.
Delta unveiled its first Delta One lounge – for customers in its priciest cabins and invite-only members – at JFK in June.
United and American also have airport lounges for loyal customers, along with credit card companies like American Express, Chase and Capital One.
