JetBlue Airways said on Thursday it will open its first airport lounges in key hubs in New York and Boston as it expands its premium amenities to compete with larger rivals.
The company said it plans to open two lounges late next year, first with an 8,000-square-foot lounge at John F. Kennedy International Airport, followed by an 11,000-square-foot facility at Boston Logan International Airport.
“Customers have been requesting a JetBlue Lounge for years and we can't wait to share our ideas,” JetBlue President Marty St. George said in a statement.
JetBlue CEO Joanna Geraghty said the lounge will be “bespoke” and designed with a more premium experience in mind.
“This is going to be different. It's going to be special,” she said.
“When we think about lounges, we're dipping our toe in the water first and trying to move in the right direction and make sure fares aren't impacted because we really want JetBlue to remain an accessible low-fare airline.”
The upcoming lounges will be open to JetBlue credit card holders, Mint Class customers on transatlantic flights and other top-tier patrons.
Some “eligible” customers will be able to purchase day passes, subject to availability, and all customers will be able to purchase annual passes. JetBlue said.
The airline did not disclose how much the passes would cost.
JetBlue's highest-tier loyalty customers can bring one guest into the lounge for free.
JetBlue said the lounge will include a cocktail bar, an espresso bar, complimentary food and beverages, and work spaces with charging stations.
The Queens-based airline also announced it would partner with Barclays on a new “premium” credit card that mimics the credit card deals of its peers, including Delta and United Airlines.
An overcapacity in the airline industry has fuelled fierce price competition, with budget airlines trying to woo cash-strapped customers with the cheapest tickets possible.
Mid-range airlines like JetBlue, Delta and United are unable to offer ticket prices that can compete with low-cost carriers like Spirit and are now focusing on premium passengers.
The airline has promoted its Mint Cabins, which offer perks like reclining seats and fine dining, to attract high-spending travelers.
Other airlines are revamping their airport lounges with similar goals in mind.
Delta Air Lines opened its first Delta One lounge at JFK in June, reserved for customers in its most expensive cabins and by invitation only.
United Airlines and American Airlines also operate airport lounges for their frequent flyers, as do credit card companies such as American Express, Chase and Capital One.
