JetBlue Airways is an American airline founded in 1998 and headquartered in New York. The carrier has features of both a legacy and a low-cost airline. Its main base is JFK Airport in New York, where the airline possesses its own Terminal 5. JetBlue operates non-stop flights between American and Caribbean airports.

The fleet consists of modern Airbus 320 and Embraer 190 airplanes comprising a total number of 215 aircraft. Every seat provides passengers with access to TV and radio channels, available via a satellite connection.

Implemented solutions

Comarch Loyalty Management Travel Edition

With tailored solution dedicated to companies in the transport and tourism sector, particularly airlines, the platform helps build and manage different models of loyalty programs targeted on individual members as well as on B2B customers.

See more

Business challenges


The JetBlue Airways launched the TrueBlue customer appreciation program in 2002. Passengers were granted a set amount of points for each type of trip: short, medium or long-haul. Double points were awarded for flights booked online. For every 100 points earned, a program member earned a roundtrip flight if redemption seats for a requested flight remained available. The airline revamped its loyalty scheme in 2009 and began to grant clients three points for every dollar spent towards a flight, excluding taxes and fees. Online booking is promoted with additional points and every seat on every flight is available for redemption. The amount of points required for redemption depends on the fare of the requested flight in USD. In 2013 the expiration of points was removed.


The carrier was looking for an IT system to support the following functionalities:


  • Revenue based point accrual – points for purchasing tickets and other onboard services, co-branded credit card usage and transactions from partners
  • Activity based point expiration – points won’t expire as long as a member either flies or uses their co-branded AmEx card over a 12 month period of time
  • Redemptions for any available seat - any seat that is available for regular purchase can also be purchased using TrueBlue points, “No blackout dates”
  • Automatic retro claims with promotion reprocessing

    Download the full version of case study

    * Required fields

    Yes, I would like to receive offers and information from Comarch.

    Your consent is being requested under the regulations governing the distribution of unsolicited commercial communications and direct marketing by email to allow our representatives to contact you by an email message. In this case your personal data will be processed by companies of the Comarch Group based on their legitimate interests. Learn more about the processing of personal data by the Comarch Group companies.

    Based on this consent your personal data will be processed by companies of the Comarch Group to send you a newsletter. You can withdraw your consent at any time, but remember that this will not affect the lawfulness of data processing based on the consent before its withdrawal. Your consent is being requested primarily under the personal data protection regulations. By giving this consent, you agree to receive – via the email– unsolicited commercial and direct marketing communications contained in our newsletter. Learn more about the processing of personal data by the Comarch Group companies.

    By submitting this form, you give us access to your personal data. Read about: The processing of your data by companies of the Comarch Group and your rights as the data subject.