You’ll have to wait until next June to try it out, but JetBlue Airways officially unveiled its new “first class” product on Monday at an event in New York City. The product will only be available on certain transcontinental routes.
As a JetBlue executive told L.A. Airspace recently, the goal of the new product is two-fold. For one, it should help JetBlue – previously an all-economy class airline – from losing market share to Delta, American, United and Virgin American on the lucrative coast-to-coast routes. Second, and perhaps more interestingly, JetBlue wants to stimulate demand for first class travel. The idea is to attract new people to the front of the plane – folks that have money but usually sit in coach.
JetBlue’s pricing is roughly half of what the majors are charging for similar flat bed seats. JetBlue announced today that seats will go on sale for as little as $599 each way with advanced purchase. That might seem like a lot of money, but it’s actually a steal for this route.
I am sure the seats will be popular, but whether JetBlue can make money with them is another story. We’ll be watching that carefully here at L.A. Airspace.
The new first class will be called “Mint.” It will only be available on flights from New York-JFK to San Francisco and Los Angeles.
Here’s a JetBlue-produced advert detailing the new product.