For years, there have been rumors of JetBlue possibly opening airport lounges, since that has obviously been a weak point of the JetBlue premium experience. Earlier this year, there were claims that JetBlue might be close to announcing something. Unfortunately that no longer seems to be the case, though…
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JetBlue’s rumored Mosaic Clubs in Boston & New York
In March 2024, Enilria reported on rumors that JetBlue had started to tell some employees that the airline planned to open lounges in Boston (BOS) and New York (JFK), which might be known as Mosaic Clubs. There weren’t any details beyond that at the time, so all we could do was speculate.
One thing we know for sure is that this is something that JetBlue has at least been considering for a long time. For example, back in mid-2022, JetBlue had a job posting for the role of “Senior Analyst Lounge Product & Strategy Development.”
Among other things, the job description talked about defining “the product vision, strategy framework, and roadmap for the lounge experience,” and collaborating “with key business partners such as airport authority and lounge architect to identify lounge spaces and recommended build-out options.”
When these lounges were rumored, there was also the question of where exactly in airports JetBlue would open lounges. After all, lounge real estate is hard to come by. Is there space at Boston Logan Terminal C for a lounge? Could JetBlue open a lounge at New York Kennedy Terminal 5, or would the airline be looking at the new Terminal 6 for a lounge space?
JetBlue no longer considering opening lounges
Sean Cudahy has an interesting interview with JetBlue President Marty St. George about the future of JetBlue Mint, given that the concept is celebrating its 10th anniversary. There was one aspect of this that I found particularly interesting.
St. George was pretty explicit in saying that the airline doesn’t plan on opening lounges. St. George acknowledged that people love lounges, but that they’re also extremely expensive to operate. So to the question of whether JetBlue will invest in lounges, he said in no uncertain terms that the answer is “no.”
Instead, St. George made it clear that the airline chooses to invest in offering great food and beverages onboard, and making that a point of differentiation.
In many ways, I suppose this update isn’t surprising:
- JetBlue has a new CEO and President, and they’re tasked with returning the airline to profitability
- Part of this includes cutting money losing routes, and we’re increasingly going to see JetBlue make Europe flying seasonal, instead flying these premium planes to warm weather destinations in winter (where lounges are less of an expectation)
Now, of course it’s worth emphasizing that plans could change in the future. However, this seems like a pretty clear statement from St. George, which clarifies the carrier’s current intent. If JetBlue were seriously considering lounges right now, a senior executive would indicate it’s something the airline is considering, or that he has no comment, etc.
I get why this isn’t a priority for JetBlue
I’m not surprised that JetBlue isn’t considering opening lounges at the moment. That’s not to say that the airline couldn’t do so in the future. However, JetBlue executives are currently making a lot of changes, and it makes sense that lounges aren’t a priority.
For example, given how consumer trends have changed, I feel strongly that it makes sense for JetBlue to introduce a first class cabin on aircraft that don’t have Mint. It just makes perfect sense, and I wouldn’t be surprised to see that happen.
That’s also a reason it wouldn’t make sense for JetBlue to define a lounge strategy right now, since the carrier’s market position may also change over time.
If JetBlue were to open lounges, there are a lot more questions than answers. For example, who would have access to JetBlue lounges?
- Presumably JetBlue Mint passengers on transatlantic flights would get lounge access, since that’s something that’s expected on long haul flights in premium cabins
- I’m curious if JetBlue would offer Mint passengers on domestic and short haul international itineraries lounge access; most airlines do offer lounge access in premium domestic markets, but who knows
- If the lounges were to be known as Mosaic Clubs, that suggests a tie-in with JetBlue Mosaic elite status; would Mosaic members get lounge access when traveling across the Atlantic in economy, or on other routes as well?
- Could these lounges belong to Priority Pass, or be monetized in some other way?
Similarly, where in the market would JetBlue position these lounges?
- The JetBlue Mint inflight experience is amazing, among my favorite premium products in the world; would JetBlue have lounges to match, competing with American Flagship Lounges, Delta One Lounges, and United Polaris Lounges?
- Or would JetBlue’s focus be on monetizing these lounges and making them as heavily visited as possible? Would they be more like Admirals Clubs, Delta Sky Clubs, and United Clubs, and just be average?
Nowadays I think so many business travelers already get lounge access through credit cards, so an investment like this would only make sense if the lounge is actually amazing, rather than just your average lounge. These premium lounges are really tough to monetize, so the question comes down to how much business JetBlue is losing because it doesn’t offer lounges.
Bottom line
For years there have been rumors of JetBlue considering opening airport lounges. These rumors became stronger again earlier this year, though for now we can put them to rest. JetBlue’s President has made it clear that the airline doesn’t plan on opening airport lounges.
That’s not to say that it couldn’t change in the future, but I’m not surprised by this development. JetBlue is looking to cut costs and become leaner, all while reworking its network strategy. This isn’t really the time to start creating an airport lounge strategy.
What do you make of this update regarding the possibility of JetBlue lounges?
I am glad to gear this is at least being considered. When I worked for B6 and raised the issue, it was out of the question and “not in the business model” in order to offer “more competitive” fares than their competitors.
It's definitely off-market to not have lounge access for a premium transcontinental flight in Mint.
I think this is a mistake, with one caveat.
JetBlue's base is in NYC, which has become the most competitive market in the world from a lounge standpoint. We've seen what Delta has done at JFK, but also look at all the lounges at LGA. BOS is also competitive. These are markets where many people will choose an airline based on experience on the ground.
The caveat is that JetBlue may be able to get...
I think this is a mistake, with one caveat.
JetBlue's base is in NYC, which has become the most competitive market in the world from a lounge standpoint. We've seen what Delta has done at JFK, but also look at all the lounges at LGA. BOS is also competitive. These are markets where many people will choose an airline based on experience on the ground.
The caveat is that JetBlue may be able to get away with it if enough credit card lounges open in their terminals. At LGA, they have Chase, Amex and Capital One in Terminal B. The question is what happens at their new JFK terminal (6?) when it opens. I don't see why you couldn't get many lounges open there. But if not JetBlue, who? Amex, Chase and Capital One will already be at T4. None of those companies operate multiple lounges at an airport.
Before any lounges, B6 needs to get its schedules in order; develop consistent and frequent service; and cull the money losing routes. A first or business class section on jets would add s significant revenue steam with minimal capital investment.
If it wants to play with lounges, give its Mint customers complementary passes to other lounges to test the waters.
Also, so much food is wasted in lounges sitting in steaming trays. Instead,...
Before any lounges, B6 needs to get its schedules in order; develop consistent and frequent service; and cull the money losing routes. A first or business class section on jets would add s significant revenue steam with minimal capital investment.
If it wants to play with lounges, give its Mint customers complementary passes to other lounges to test the waters.
Also, so much food is wasted in lounges sitting in steaming trays. Instead, make it into a bodega or deli atmosphere where the food is fresh and appetizing with very large salty pretzels which induce a heart attach. If it was to open a lounge in LAX, Alfalfa sprouts would be mandatory on all salads. Wine would be from the Finger Lake area of upstate NY for a BOS or JFK lounge and out of the Sonoma valley for LAX. Any beer would be from local brewers. Make it different instead of "all things to all people" which pleases no one.
I do not like international medium hauls on narrow bodies, prefer a dated product on a larger wide body.
You mention some good points. The lounges could tie into their overall strategy, but equally it makes perfect sense that they will not focus on it for now. They use partner or airport lounges which seems to satisfy customers at present. The lounge game is very competitive and probably does not make money for the airline. It is probably similar to hotels offering club lounges. Most people who get in are not paying for it in some way.
Considering CX will be opening their own lounge at T6, maybe Jetblue can work out a deal with CX for Mint passengers to access their lounge?
Lucky, with some Google'ing you an immediately find the guy they hired back in 2022 on LinkedIn. He still works there now so they haven't officially kicked the can.
I’d be curious to see how many reoccurring business travelers they are actually capturing. I feel like most fly with big alliances that have corporate partnerships, better rewards, etc.
I’d imagine most aren’t trying to maximize rest on the short red eye before morning meetings (and want dinner in a lounge) but would prefer the better in flight experience
Given the NEA wasn’t approved and the acquisition of Spirit fell through, I think behind closed doors they’re working to join a global alliance, OneWorld specifically, as their next best alternative.
That would give their Mint passengers & Mosaic frequent flyer’s access to partner lounges such as the recently Aer Lingus lounge being built in the new T6 @ JFK that B6 will own.
At BOS there may be plans underway to acquire and...
Given the NEA wasn’t approved and the acquisition of Spirit fell through, I think behind closed doors they’re working to join a global alliance, OneWorld specifically, as their next best alternative.
That would give their Mint passengers & Mosaic frequent flyer’s access to partner lounges such as the recently Aer Lingus lounge being built in the new T6 @ JFK that B6 will own.
At BOS there may be plans underway to acquire and convert ‘The Lounge’ in terminal C next to the Aer Lingus gates into an EI lounge for the same access. Also, B6’s gates in Terminal C & E isn’t that far of a walk to the large British Airways lounge there since it’s connected airside.
This approach saves B6 a ton of CapEx from have to build their own.
The current group of leaders knows they need to fix what they have before adding more complications. Good on them
Their lounges wouldn't have been very exclusive. The doors would have been open to everyone.
You win, sir.
I read that quote completley different, Lucky, it says they don't want to do a big lounge network., that does not exclude one or two lounges as previously rumoured
Lounges are expensive and to run one today you need lots of butts. Not like in the 00s where you could sit in a quite lounge with a corner to yourself. I would imagine there's a certain level of business travelers that don't particularly like traveling and have neither the time nor the desire to sit in a lounge. Particularly on heavy O&D routes like NYC/LAX/SFO/LHR where there's no connection. That want get where their...
Lounges are expensive and to run one today you need lots of butts. Not like in the 00s where you could sit in a quite lounge with a corner to yourself. I would imagine there's a certain level of business travelers that don't particularly like traveling and have neither the time nor the desire to sit in a lounge. Particularly on heavy O&D routes like NYC/LAX/SFO/LHR where there's no connection. That want get where their going with little time involved as possible. Or in other words checking in at the minimum time and getting the fu$k out of dodge when they land.
There's definitely a huge chunk of business travelers who want to spend the least amount of time possible at airports (likely the majority), but from a practicality point of view most do not have that option. Missing a flight, especially if international, is highly disruptive to work and even with PreCheck and Clear you still want to give yourself adequate time at the airport (if for no other reason than stress reduction). Therefore, even if...
There's definitely a huge chunk of business travelers who want to spend the least amount of time possible at airports (likely the majority), but from a practicality point of view most do not have that option. Missing a flight, especially if international, is highly disruptive to work and even with PreCheck and Clear you still want to give yourself adequate time at the airport (if for no other reason than stress reduction). Therefore, even if you're only spending 60-90 minutes in the terminal, it's better to have the option of lounge access than no lounge. This of course doesn't even take layovers into consideration.
If you don't want to run a lounge yourself you can set up deals for lounge access with other carriers.