JetBlue rolls out new fare strategy to compete for both budget and business travel

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JetBlue Airways plans to strategically cut its basic economy fares to better compete with ultra low-cost carriers in key markets while boosting the benefits of standard and premium tickets by guaranteeing overhead bin space and eliminating change fees.

FILE PHOTO: Wearing a snowman headband for the Christmas holiday week, JetBlue airport operations worker Blythe Gomez-Cruz looks up from a check-in counter at Ronald Reagan Washington National Airport, during the coronavirus disease pandemic, in Arlington, Virginia, U.S., December 23, 2020. REUTERS/Kevin Lamarque

Ultra low-cost carriers grew nearly 90% in JetBlue’s markets in the three years before the pandemic and have continued to fly a significant amount of capacity over the past year. “We recognize that we’re competing in a very fragmented marketplace,” JetBlue President Joanna Geraghty told Reuters. “When you look at certain customers who purchase almost entirely on price, we want to make sure that we are squarely in their decision set.”

JetBlue - which offers the most legroom in coach and perks like free Wi-Fi, snacks and drinks - will cut its Blue Basic fares but only allow one personal item that fits under the seat, beginning July 20.It will allow changes and cancellations on Basic Blue tickets for a fee, while eliminating fees for other fare categories once a current waiver policy implemented during the pandemic expires on March 31.

 

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You mean by having good service

Why in heavens name did she do that?

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