While JetBlue has been competing domestically for decades, in the past few years we’ve seen the airline launch transatlantic flights. Despite the incredibly strong demand for transatlantic flying, this hasn’t turned out to be the success that JetBlue hoped. In an effort to reduce unprofitable flying, JetBlue is continuing to cut its transatlantic network.
Several months ago, the airline revealed it would suspend many routes this upcoming winter, and now the airline has significantly shortened for how long it’s operating some routes this upcoming summer. Let’s first recap what was revealed several months ago, and then we’ll look at the latest update.
JetBlue cuts unprofitable transatlantic flights in winter
In the summer of 2021, we saw JetBlue gradually launch transatlantic service, using newly delivered Airbus A321LRs. The JetBlue passenger experience is absolutely phenomenal, so from a comfort and value perspective, I’m delighted to see JetBlue’s growth across the Atlantic.
However, I’ve been skeptical about the economics of this service since launch:
- Transatlantic market share is heavily dominated by the “big three” joint ventures, and it can be hard for a newcomer to compete
- A321LRs are capable planes in terms of range, though with a fairly low capacity plus limited cargo capabilities, it can be tough to profitably fly these small planes into major airports
- The challenge with transatlantic flying is how seasonal demand is, especially with JetBlue overwhelmingly going after leisure travelers
- Some major European airports are slot controlled, so securing the right to fly to key airports is no small task; JetBlue has done a surprisingly good job forcing its way into these airports
Up until recently, JetBlue has continued to grow across the Atlantic, and has clearly viewed the Atlantic as a growth market where losses were just going to happen for some amount of time.
However, JetBlue’s new CEO has made it clear that the company needs to take a close look at its transatlantic service, and once routes reach a maturity point, they should only be kept around if they’re profitable. So in May 2024, JetBlue revealed it would make its first material cuts across the Atlantic:
- JetBlue’s routes from Boston (BOS) and New York (JFK) to London Gatwick (LGW) will become seasonal, and will be suspended for winter 2024/2025
- JetBlue’s route from Boston (BOS) to Amsterdam (AMS) will become seasonal, and will be suspended for winter 2024/2025
- JetBlue’s route from New York (JFK) to Paris (CDG) will be reduced from twice daily to once daily for winter 2024/2025
This means that during the winter season, JetBlue will operate:
- 2x daily New York (JFK) to London Heathrow (LHR) flights
- 1x daily Boston (BOS) to London Heathrow (LHR) flights
- 1x daily New York (JFK) to Amsterdam (AMS) flights
- 1x daily New York (JFK) to Paris (CDG) flights
- 1x daily Boston (BOS) to Paris (CDG) flights
Dropping four of the planned 10 daily transatlantic frequencies for winter is a pretty significant reduction. In summer, JetBlue will then restore the above frequencies, and will also operate service to Dublin (DUB) and Edinburgh (EDI).
JetBlue shortens summer season for transatlantic routes
Not only has JetBlue suspended several transatlantic routes for winter, but the airline has also shortened the summer season for several routes, in some cases only making for a very short travel window. As flagged by AeroRoutes:
- JetBlue’s Boston (BOS) to London Gatwick (LGW) flight will only resume on June 12, 2025, rather than March 29, 2025
- JetBlue’s New York (JFK) to London Gatwick (LGW) flight will only resume on June 12, 2025, rather than March 29, 2025
- JetBlue’s Boston (BOS) to Dublin (DUB) flight will only resume on April 17, 2025, rather than March 30, 2025
- JetBlue’s New York (JFK) to Dublin (DUB) flight will only resume on April 17, 2025, rather than March 30, 2025
- JetBlue’s New York (JFK) to Edinburgh (EDI) flight will only resume on May 22, 2025, rather than May 1, 2025
As you can see, in some cases those are significantly shortened seasons, with the London Gatwick flights getting over two months shaved off.
With many airlines, we’ve seen the length of the summer season increase, as many leisure travelers prefer to travel a little bit off season. However, JetBlue is very much sticking to the very peak of the summer season with some of its transatlantic services.
Can JetBlue succeed with a seasonal Europe strategy?
I can’t say I’m surprised that Europe isn’t turning out to be a cash cow for JetBlue. Former JetBlue CEO Robin Hayes seemed to suggest this transatlantic service would be a turning point for JetBlue, though it hasn’t worked out that way.
Seasonally (in the very peak of summer) it’s easy enough to make money across the Atlantic, while winter is a different story. This is something that a countless number of airlines have learned the hard way over the years.
The only way to make money across the Atlantic in winter is to control many lucrative corporate contracts, and to command very high fares in premium cabins. Furthermore it requires having a huge network of connecting traffic, so that people can continue to Africa, India, etc. That’s something that JetBlue has clearly been struggling with.
Can JetBlue make the economics work of flying these premium A321s to Europe in summer, and then to other counter seasonal leisure destinations in winter? We’ve seen the airline introduce Mint on several more domestic routes.
On the surface, it doesn’t seem like a terrible strategy, especially with hubs in Boston and New York, where people are most definitely looking for warm weather in the winter. So it shouldn’t be too tough to shift Mint demand to places like the Caribbean, California, etc.
But still, JetBlue’s A321LRs are in a really premium configuration, with a low total seat count. I can’t help but wonder if JetBlue may end up reconfiguring its A321LRs with a bit less premium of a configuration, to better reflect the demand mix for markets where the plane could be used.
Obviously when the A321LR was ordered, the hope was that these planes would have all their business class seated filled year-round across the Atlantic, and that this service would consistently make sense. But if these planes are going to be flying eight or so months per year to other destinations, is this still the right layout for the aircraft?
JetBlue’s current management team is extremely focused on cutting unprofitable flying. It’s clear that the Europe flying was the vision of JetBlue’s former CEO, and I imagine the current JetBlue management team wishes this had never happened.
If you ask me, JetBlue would’ve been much smarter focusing on introducing first class on all domestic flights (something the airline is reportedly working on), rather than trying its hand at transatlantic flying. Keep in mind that the airline has deferred most new aircraft deliveries to 2030 and beyond, so we won’t see many more planes joining JetBlue’s fleet in the coming years.
Bottom line
JetBlue plans to significantly reduce its transatlantic service. First, the airline will be eliminating four of its planned 10 frequencies this winter, cutting Boston and New York to London Gatwick, as well as Boston to Amsterdam, altogether, as well as cutting one of the daily New York to Paris flights. On top of that, JetBlue will be shortening the season on several of its transatlantic routes, with some only launching in June.
Up until recently, JetBlue has been willing to sustain losses across the Atlantic, thinking the markets haven’t yet reached maturity. JetBlue’s new management team is much more focused on having the airline return to profitability ASAP, and that includes making some tough decisions with transatlantic service.
What do you make of JetBlue’s transatlantic route cuts?
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