JetBlue enters the Basic Economy Market with new Fare Options 2.0

In partnership with Datalex, JetBlue successfully rolled out a new basic economy option with lower-price points for customers who are seeking attractive fare options.

In addition, JetBlue updated options for customers seeking more benefits such as priority boarding, additional legroom among other things. JetBlue termed this offering Fare Options 2.0.

JetBlue Airways |
Facts & Figures

Born at JFK in 1999, JetBlue is now a global, award-winning travel company.

JetBlue’s Mission statement is: “to inspire humanity both on the ground and on air.

JetBlue in Numbers:*

• Headquarters: New York, USA
• Company Size: 22,000+ Crew Members
• Number of passengers: 42 Million per year
• Number of destinations: 99 destinations in USA Caribbean and Latin America
• Datalex Customer Relationship: 8 years

*Last updated: 21 September 2020

Business Challenge

JetBlue launched their first Fare Options offering in conjunction with Datalex in 2015. Since that launch, demand for air travel has grown significantly in the US market with customers becoming increasingly price-savvy. This has resulted in a competitive landscape for the US carriers who seek to provide value to the customer without compromising service excellence.

As a result of JetBlue’s own insights on consumer behaviour and in response to competitors, JetBlue looked at re-modelling their Fare Offerings. Their goal was to introduce a new lower fare offerings with options for all travellers but with the same award-winning customer experience.

In addition to a UI and Shopping re-design, Datalex provided JetBlue with the ability to offer additional revenue-generating ancillaries – a new seat ancillary product (paid preferred core seat) and pre-paid bags. JetBlue can configure these ancillary offerings and associated prices using the Datalex platform in adherence with their merchandising strategy.

A critical element of any airline e-commerce offering is the ability for customers to self-service. Customers can manage their bookings and additional ancillaries via the Manage Your Booking section of the website or mobile application.

Datalex’ platform flexibility and close working partnership allowed JetBlue to implement these changes in an efficient manner and meet the timelines set-out at the beginning of the program.

Awards /
Recognitions

• J.D. Power and Associates named JetBlue its Top Low Cost Airline for Customer Satisfaction for 2019. Within the J.D. Power study, JetBlue led in four of the seven categories: aircraft, inflight services, flight crew, and reservations. This is JetBlue’s 13th. J.D. Power and Associates award.
• Airline Ratings awarded JetBlue 7 out of 7 stars for safety, and 5 out of 5 stars for their product offerings. It also named JetBlue the Best Low Cost Airline in the Americas.

• JetBlue was recognised in the 2019 TripAdvisor Travelers’ Choice® Awards for the Best Regional Business Class and Best in Passenger Comfort in North America.
• At The Points Guy Awards, JetBlue took top honours in both Best Domestic Business Class Product and Best Domestic Economy Product for a second year in a row. JetBlue was also recognized by The Points Guy as the Best Airline for Families.
• JetBlue is the number one domestic airline in Travel + Leisure’s World’s Best Awards 2019.