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JetBlue Introduces Top Tier Loyalty Program

Mon Jul 23, 2012 11:57 am

Just got this in my inbox, B6 is upping their loyalty program for top tier flyers. Benefits include priority boarding and lines, free 2nd bag and more points.

The e-mail

I’m excited to announce TrueBlue Mosaic™, a new badge of loyalty from JetBlue coming this fall. It’s designed to meet the needs of those who fly with us most by adding to the benefits you already enjoy with TrueBlue.

With TrueBlue Mosaic comes more benefits, more rewards and more reasons to like JetBlue. TrueBlue Mosaic members and others on their itinerary will enjoy the convenience of breezing through airport lines with Even More™ Speed1 and early boarding. They will be able to use their TrueBlue points toward stretching out with Even More™ Space and get the benefit of a free second bag2. And best of all – TrueBlue Mosaic members will get all of this while earning even more TrueBlue points3 than before. They will also receive access to a dedicated customer service line.
Qualifying is simple and can be done in one of two ways: simply accrue 15,000 base flight points over the course of a calendar year, or qualify by earning 12,000 base flight points with at least 30 one-way flights within a calendar year.
Over the coming months, we will be in touch to let you know how close you are to qualifying. Look forward to emails regarding TrueBlue Mosaic updates and benefits, and a personalized Web experience that will track your eligibility toward the TrueBlue Mosaic badge. In the meantime, visit to learn more.

Because you’ve been true to us, we’re true to you. Thank you for your continued loyalty to JetBlue.

Dave Canty
Director of Loyalty and Partnerships
Follow me @tremdave
"Explore. Dream. Discover." -Mark Twain
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Joined: Tue Jun 01, 2004 7:52 pm

RE: JetBlue Introduces Top Tier Loyalty Program

Mon Jul 23, 2012 12:38 pm


Personally if I ran a LCC I wouldn't have any points scheme like Ryanair. Running them is another cost and I would rather attract people with lower fares than a loyalty program. But that is just my choice and I'm sure JetBlue's plan does very well. I'm not too sure about this putting trademarks over everything though. It doesn't make any sense to me. What are they worried another airline will call their top tier "Mosaic" or bring in an "Even More" speed program at the airport and steal their idea! To me that seems a little over the top (or maybe I just don't understand it because I'm not a lawyer)!

Anyway in today's economy I'm sure many business people fly airlines like JetBlue which offer good experiences, plenty of routes and lower fares. A top-tier program may help attract more business travellers and corporate customers so that is probably a good thing.

Many thanks.

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Joined: Sun Sep 17, 2006 5:47 pm

RE: JetBlue Introduces Top Tier Loyalty Program

Mon Jul 23, 2012 1:31 pm

Quoting Ps76 (Reply 1):
Running them is another cost

While they have some costs asociated with them, frequent flyer programs are also a great source of revenue. And you should run your FF program vary poorly if it doesn't add value.

The airlines industry makes billions of $ each year by selling FF miles to credit card providers, carr rentals, hotels, etc

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