Loyalty Marketing & Rewards Programs
A commissioned study conducted by Forrester Consulting on behalf of ComarchDownload Your Free Copy
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.
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.
JetBlue Airways chose the Comarch Loyalty Management Travel Edition system to power the re-launch of its
loyalty program. The following modules have been implemented:
JetBlue has successfully re-launched a full-scope customer appreciation program, characterized by the following main features:
"We have found Comarch to be a great partner both from a development perspective and a strategic direction perspective. Their ability to ramp up and resource projects and initiatives has been very impressive. We have never had any regrets in choosing Comarch and we look forward to a long and innovative relationship."