Several weeks ago, JetBlue revealed plans to make changes to its passenger experience, in particular, to its extra legroom economy section. The first aspect of those changes is now live (thanks to DT for flagging this), so I’d like to go over the details.
In this post:
JetBlue launching EvenMore, replacing Even More Space
JetBlue is currently trying to return to profitability under its JetForward program. As part of this, the airline is trying to evolve its Even More Space product, which is the carrier’s extra legroom economy section, located at the front of the plane. The changes are intended to boost customer consideration for the product, and strengthen the carrier’s competitive position in the premium leisure market.
Here’s how JetBlue President Marty St. George describes this development:
“We’re thrilled to enhance our popular extra legroom seats, giving customers even more reasons to choose JetBlue. A key part of the EvenMore transformation is making it easier for customers to find and book these enhanced options right from the start.”
JetBlue now directly selling Even More Space seats
Effective immediately, JetBlue has expanded how it sells Even More Space seats. Historically, Even More Space seats didn’t show when you compared fares, but rather just showed as an optional product when you went to select seats.
Now JetBlue is displaying Even More Space fares on the initial booking page, just as some other US carriers (including Delta and United) do.
So if you select an Even More Space fare, you’ll then automatically be able to select one of those seats at no extra cost on the seat assignment page.
There’s not actually a discount here compared to just booking the standard Blue fare and then paying to select a seat. For the above flight, your options are either to outright pay $154 for an Even More Space fare, or to pay $109 for a Blue fare, and then pay $45 to assign an Even More Space seat. One benefit to selecting Even More Space at the time of booking is that you can presumably use your Travel Bank funds to pay for that fare, while you can’t ordinarily use it for seat assignment fees.
This is a smart move on JetBlue part — airlines want to create as many opportunities as possible to get consumers to buy-up to more expensive fares or seats, and I imagine this will (at least marginally) increase interest in the product.
Interestingly at least as of now, those redeeming JetBlue TrueBlue points don’t see the option to redeem directly for Even More Space. Hopefully that changes over time.
JetBlue will add perks when EvenMore launches
At some point in 2025, JetBlue plans to rebrand Even More Space as EvenMore. At that point, these seats will also include new benefits and amenities, to create a more appealing offering. We don’t have the details of the new amenities yet, but are told to expect more information early next year.
Note that JetBlue isn’t actually planning any changes to the size or location of its extra legroom economy section, so the changes are all to the soft product. I wouldn’t be surprised if JetBlue starts including alcoholic drinks with EvenMore seats, as that’s offered by some other airlines.
What about JetBlue expanding Mint or first class?
JetBlue is trying to focus its business model on becoming the best East Coast leisure airline, with a particular focus on premium leisure traffic. JetBlue is known for its excellent Mint product, but the catch is that it’s only available on a relatively small number of aircraft.
Over the past couple of years I’ve written several times about how I think it’s time for JetBlue to introduce a more standard domestic first class product throughout its fleet, for planes without Mint. To me it seems like a no-brainer on every front — premium cabin demand is super high, it would increase loyalty to JetBlue, and it would be a new way to generate revenue.
In July 2024 there were reports that JetBlue was planning on introducing a premium product throughout its fleet, with the plan being for it to debut in 2026. While the airline still hasn’t announced that, it’s my understanding that this is still in the works.
So don’t assume that the changes to Even More Space seating, plus reference to no changes being made to cabins, mean that there will be no new premium cabin. That’s still supposed to happen, though JetBlue is taking its sweet time with the announcement. 
Bottom line
JetBlue is making changes to its Even More Space extra legroom seating option.
Effective immediately, JetBlue has increased visibility of the program, by selling extra legroom seats on the initial search page, when booking a flight on JetBlue’s website or app. Then as of 2025, the product will be rebranded as EvenMore, with new perks and amenities. These seem like sensible changes. I doubt this will significantly change JetBlue’s financial performance, but every bit helps.
What do you make of JetBlue’s Even More Space changes?
JetBlue has confirmed domestic first class seats in 2026 per WSJ
I did a few dummy bookings, both domestic US routes, as well as to the caribbean, for dates as close in as next week, as well as up to 6 months out, and I still only see the traditional price layout as before. I even tried the same TPA-BOS route as per your screenshot, and it doesn't display the even more space pricing upfront as per your screenshot...
Do you maybe think its targeted trueblue...
I did a few dummy bookings, both domestic US routes, as well as to the caribbean, for dates as close in as next week, as well as up to 6 months out, and I still only see the traditional price layout as before. I even tried the same TPA-BOS route as per your screenshot, and it doesn't display the even more space pricing upfront as per your screenshot...
Do you maybe think its targeted trueblue accounts only as a trial? Or perhaps only for flights as of a specific date?
Out of curiosity, which date did you pick for your TPA-BOS example, as per the screenshot?
Muchado about Y
I booked a B9 flight a couple weeks ago and saw this. It was cheaper for me to just book Blue and then pick the seat, as I didn't care about early boarding.