JetBlue is revamping its fare structure and cabin branding with the introduction of BlueFirst, the airline’s new name for its domestic first-class cabin, alongside additional unbundled fare options across its premium and economy products.
The new merchandising platform, which will begin rolling out in the coming days, aligns JetBlue’s fare offerings more closely with those of other major U.S. carriers by giving travelers more flexibility in choosing the level of service they want.
BlueFirst to Launch Later This Year
JetBlue said BlueFirst cabins will be introduced gradually beginning later this year. Passengers will be able to choose from three fare bundles: Flex, Standard and Base.
The Flex and Standard fares will include complimentary seat selection and no change fees. Flex tickets will remain refundable for eligible cancellations, while Standard fares will provide a travel credit instead of a cash refund.
The new BlueFirst Base fare will offer a lower-priced entry point into first class but will not include advance seat selection. Flight changes will incur a fee, and cancellation credits will be reduced by the applicable fee. Travelers purchasing a BlueFirst Base fare will also earn one TrueBlue loyalty point per dollar spent, compared with three points per dollar for Standard and Flex fares.
Changes for EvenMore and Main Cabin
JetBlue is also expanding fare choices for its EvenMore extra-legroom seats. The current refundable and standard options will be renamed Flex and Standard, while a new EvenMore Base fare will be introduced with fewer included benefits.
The airline’s standard economy cabin, currently marketed as Core, will be renamed Main. Its fare products will also receive new names, with Blue Basic becoming Main Base, Blue becoming Main Standard and Blue Extra becoming Main Flex.
More Flexible Pricing Strategy
The changes reflect JetBlue’s broader strategy of offering customers a wider range of fare options while allowing travelers to pay only for the services they choose. The updated merchandising platform will begin rolling out over the coming days, with BlueFirst entering service later this year.
