JetBlue Airways is taking a significant step to enhance its premium travel offerings by announcing plans to construct its first-ever airport lounges. The initial locations for these new facilities will be at New York’s John F. Kennedy International Airport and Boston Logan International Airport, with the New York lounge scheduled to open in late 2025.
The move comes as part of JetBlue’s ongoing efforts to bolster its Mint business class experience, addressing a key weakness in its premium service offering. Until now, JetBlue has been unable to provide dedicated lounge access for its high-value customers, a feature that competing airlines have long offered.
JetBlue’s President, Marty St. George, expressed enthusiasm for the project, noting that customers have been requesting JetBlue lounges for years. The airline is eager to unveil its unique take on airport lounges in these key markets.
The New York facility, set to be located in Terminal 5, will span 8,000 square feet. Boston’s lounge will be even larger, occupying 11,000 square feet in the Terminal B to C connector. Initially, access to these lounges will be limited to transatlantic Mint passengers, holders of JetBlue’s upcoming premium credit card, and the
highest-tier members of the airline’s TrueBlue Mosaic loyalty program.
Jayne O’Brien, JetBlue’s head of marketing, explained that this restricted access is designed to ensure the lounges don’t become overcrowded, potentially leading to disappointed customers. The airline plans to take a cautious approach, evaluating the performance of these initial lounges before considering expansion to other locations.
The introduction of dedicated lounges marks a significant evolution for JetBlue, which began as a single-cabin, low-cost carrier focused on delivering premium service at competitive prices. The airline ventured into the premium market in 2016 with the launch of its Mint business class, featuring lie-flat seats. While the in-flight Mint product has been well-received, the lack of airport lounges has been a notable gap in the overall premium experience.
Previously, JetBlue attempted to address this shortcoming by offering complimentary Priority Pass memberships through its co-branded credit cards and briefly providing access to American Airlines Admirals Club lounges through a partnership that was dissolved in July 2023.
The development of proprietary lounges is not just about enhancing the travel experience; it’s also a strategic move in the increasingly important realm of airline loyalty programs. These programs have become substantial revenue generators for airlines, with major carriers earning billions annually from credit card partnerships and related loyalty activities.
In 2023, JetBlue generated $422 million in loyalty-related revenue, a figure the airline hopes to boost with the introduction of its own lounges. By offering this new amenity, JetBlue aims to strengthen its relationship with high-value customers and increase the attractiveness of its co-branded credit cards.
O’Brien emphasized that the decision to develop lounges was driven by feedback from JetBlue’s most valuable customers, who indicated that lounge access is a priority for them. This customer-centric approach underscores JetBlue’s commitment to meeting the evolving needs of its premium travelers and frequent flyers.
As JetBlue continues to expand its premium offerings and compete more directly with legacy carriers, the addition of airport lounges represents a crucial step in closing the gap in its business class product. The success of these initial lounges in New York and Boston could pave the way for further expansion, potentially including locations across the Atlantic or at other major JetBlue hubs in the United States.