They are focused on being focused. I think they realized they need to carve out a fortress hub or two for themselves. They really need to get BOS up to 50+ percent market share eventually. Even AS has that at SEA.
I think you hit the nail on the head, and their recent BOS announcement touting additional flights to a bunch of primarily business destinations sort of evidences this. I have a feeling that on April 10th, we'll see an announcement outlining their Europe ambitions, which I presume will focus heavily on BOS (and, of course, JFK).
B6 is also picking up an additional 5-6 gates at BOS, whereas DL - which is actively building BOS - is almost at capacity given the current terminal setup. When considering the additional gate capacity at BOS, the increase in the A320 seat count, the upgauging to A321's, and the swapping out of the 100-seat E-190's for the 120-ish seat A220's beginning next year, there appears to be a path to where B6 could get to 50%+ market share.
Maybe people don't like to see JetBlue competing with their favorite airline and that's where this obsession with wanting them to fail comes from.
The thing is that this is not a zero sum game. As long as the economy doesn't totally tank, everyone can pretty much coexist nicely and still turn a profit. B6 and DL co-exist very nicely at JFK. B6 somehow co-exists with NK/WN at FLL. And they obviously hold their own at BOS, which is at least a very large spoke for the AA/UA and now a focus city for DL. I don't understand why people think that one has to "beat" the other.
B6's problem is they don't serve the middle of the country. AS has done a masterful job of linking the middle of the US with the west coast but B6 has barely begun and it seems like they're not really interested.
If egos allowed, a merger of AS, B6 and HA would be a sight to see! I think AS should start with HA...maybe as soon as next year. Digest that then add B6.
As others have pointed out, I don't see why B6's relatively light "middle of the country" flying is such a problem. They cannot be everything to everyone, and their current network makes them extremely relevant for the populations surrounding their 3 hubs - New York, Boston, and South Florida. If they want to increase their relevance to such population, I would wager that flying to - say - LON, PAR, AMS, GRU, EZE - is more important than flying to - say - MKE or MCI.
I do agree, though, that an eventual merger or JV with AS and/or HA would bring benefits to all airlines involved, and to consumers too!
AS serves exactly 11 non-coastal US cities. JetBlue serves 17.
And just how many of those destinations are actually in the US and not in the Caribbean? Where are MCI, IND, OKC, STL, ICT, MKE? Lots of places to go that aren't just leisure destinations like probably most of those 17.
They fly to at least ORD/DTW/MSP/DFW/HOU/AUS/ABQ/BNA/MSY/PIT/BUF/CLE/DEN/SLC/PHX/ROC/SYR. I'm not sure exactly which cities the other poster was referring to exactly. Can they expand more, sure. But it will have to make sense with rest of their network. They are not in a competition with AS to see who can serve the most in the middle of the country.
From where they are, expanding further to Latin America and Europe make more sense than expanding to MKE or OKC.
They have a plan and it's a reasonable plan. I don't know why people keep insisting they need to fly to middle of the country or have a intra-west coast presence. They need to fly where people in NYC/BOS and maybe Florida want to go.
Exactly my point, and clearly B6 management thinks along the same lines. Frankly, I wouldn't be surprised to see B6 not add any further domestic destinations until the A220's come online, and even then I would suspect they will be to niche markets like EGE, SNA, JAC etc. Tbh, I don't think we're ever going to see B6 in IND, CMH, CVG, MKE, STL, MCI etc with its current focus city/hub setup. There just isn't that much demand originating from BOS, next to no demand originating from JFK, and demand from FLL is likely generally low yielding and already well served by WN/NK and AA at MIA.
Put simply, there are far more lucrative markets in Latin America and Europe which will more fully satisfy the needs of fliers originating from Boston, New York, and South Florida, and that's where B6's focus rightfully seems to be.