No, JetBlue isn’t looking to be your BFF. But the rumors regarding a new "elite" program coming from the company have been growing in recent months, culminating with an internal memo about TrueBlue Mosaic being leaked earlier this week. The memo offers details on both the qualification requirements and the benefits the program will offer.
This is NOT an elite program. At least the company is trying to make that claim in the memo. Makes sense given their history of operating a relatively egalitarian operation and any change to that structure presents potential problems. Still, looking at the details in the memo It is clear that there are very real benefits being provided to those "elite" customers.
From the memo:
TrueBlue Mosaic reflects the way our airline has always treated Customers, and will grow our relationships as JetBlue evolves over time. It’s an innovative way of bringing together meaningful benefits to form a better way to fly. While other airlines categorize their Customers, we’ve always steered clear of items that feel elitist or exclusive, and this strategy has helped carve our name in the industry.
TrueBlue Mosaic—named for one of our iconic tailfins—identifies with this value, and will provide our most frequent travelers with useful, solid benefits that will make them feel special.
Much like other aspects of the TrueBlue program, qualification will be based on annual spend. A minimum spend of $5,000, or 30 one-way trips with a spend of $4,000, in a calendar year will qualify customers for the TrueBlue Mosaic badge. The benefits for reaching this level are being reported as:
- 100% bonus on base flight points. This translates to an additional three points per dollar spent on flights.
- Free Even More™ Speed
- Early boarding (even for travel companions!)
- Access to a dedicated Customer Service line available 24/7
- A second bag checked free
- Ability to use TrueBlue points to purchase an Even More™ Space seats
- Six Even More™ Space seat upgrades
The Even More Speed product for using the premium TSA screening is available at more than 30 of the carrier’s 75 stations. Even More Space is the new name for the Even More Legroom product and it includes access to early boarding of the plane in addition to up to 4" of extra pitch. Being on board first allows for early access to overhead bin space, hence the product name change.
These benefits sit somewhere between the bottom and middle tiers of most legacy programs and the qualification requirements sit somewhere in the same area, too, for most customers. While the $5,000 entry point is a lot of money in annual spend, it does not appear to be too far out of line compared to what other mid-tier elites would spend based on flying 50,000 miles at an average RASM price point. Sure, folks on mileage runs would be able to beat these numbers pretty easily, but that’s never been a component of the TrueBlue program and this would be an unlikely place to see it change.
JetBlue officials offered no comment on any potential changes to the program.
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