JetBlue has today revealed its third quarter 2024 results. There’s one announcement on the passenger experience front that I think is worth covering. Perhaps more interesting is what’s not being said, though…
In this post:
JetBlue will launch EvenMore, replacing Even More Space
JetBlue is currently trying to return to profitability under its JetForward program. As part of this, the airline has announced plans 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.
As of mid-November 2024, JetBlue plans to expand how it sells Even More Space seats. Currently Even More Space seats don’t show when you compare fares, but rather it just shows as an optional product when you go to select seats.
Once this change kicks in, JetBlue will display Even More Space fares on the initial booking page, just as some other US carriers (including Delta and United) do.
Then in 2025, JetBlue intends to rebrand Even More Space as EvenMore, and at that point it 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 and merchandising. I wouldn’t be surprised if JetBlue starts including alcoholic drinks with EvenMore seats, as that’s offered by some other airlines.
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.”
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. Many of us expected an official announcement would be imminent, especially since JetBlue wants to signal to investors that it has momentum, and is headed in the right direction.
With that in mind, I find it interesting that JetBlue has announced plans to refresh and rebrand Even More Space, while not making any announcement about an expansion of first class.
Did JetBlue ultimately decide that it didn’t want to invest the cash to introduce a new product, or decided it wasn’t worth it? Or could that still be coming, and this announcement is unrelated to that? It’s just interesting that JetBlue states that EvenMore will have the same footprint as Even More Space, suggesting there are no imminent changes to the cabin layouts at JetBlue.
Bottom line
JetBlue is planning changes to its Even More Space extra legroom seating option. In the coming weeks, JetBlue will increase visibility for the product by selling the extra legroom seats on the initial search page, when booking a flight on JetBlue’s website. Then as of 2025, the product will be rebranded as EvenMore, with new perks and amenities.
These seem like sensible changes, though I hope JetBlue is still introducing a proper domestic first class product throughout its fleet, as I truly think it would be a game changer for the airline.
What do you make of JetBlue’s Even More Space changes?
Robin Hayes CEO spent 10 years destroying jet blue before he left for " health" . They now have a great staff picking up the pieces. They NEED a domestic MINT which will have great appeal for the large number of leisure flyers who want it. At the least Even More Space needs additional seats
It’s nice they want to expand products but it would be better that what they currently offer would actually work, tvs, wifi, seats bottoms that don’t slide off (ie window seats) and have the food products listed on menu actually on plane.
Too expensive. It really isn’t that much room. Over $200 on my last flight.
Really, they need to have a standard F product which pairs "smoothly" with Mint booking-wise (pre-pandemic I remember it was a PITA flying on B6 if your first leg wasn't Mint but your second leg was, since your origin airport wouldn't recognize the Mint baggage allowance and there was no way to upgrade). Crap like that stopped me from bothering with them - it was bad enough that I'd fly DL to BOS to connect,...
Really, they need to have a standard F product which pairs "smoothly" with Mint booking-wise (pre-pandemic I remember it was a PITA flying on B6 if your first leg wasn't Mint but your second leg was, since your origin airport wouldn't recognize the Mint baggage allowance and there was no way to upgrade). Crap like that stopped me from bothering with them - it was bad enough that I'd fly DL to BOS to connect, and that was just a pain. Their lack of a non-Mint premium cabin (and incessant OTP issues...) is why I landed at DL instead of B6 post-VX merger.
Mosaic status is dwindling in it's benefits. Go back to basics,
The jet blue program has always been crap not unlike the old virgin america program
Poor value
So American United and Delta continue to eat their breakfast lunch and dinner offering huge options
I can’t think of a single reason to fly or be loyal to bluey
They have no worthwhile program,they shrunk their seats ,limited biz class if at all & no price advantage and no lounges
Sorry I...
The jet blue program has always been crap not unlike the old virgin america program
Poor value
So American United and Delta continue to eat their breakfast lunch and dinner offering huge options
I can’t think of a single reason to fly or be loyal to bluey
They have no worthwhile program,they shrunk their seats ,limited biz class if at all & no price advantage and no lounges
Sorry I don’t get what they bring to the table.
I expect them to merge or go bye bye eventually as they are to small.
I Agree With You, I'm Mosaic, I Already Get The Drinks, Early Boarding ETC, And I Always Book EMS Seats, Wish They Would Announce, What They're Plan Is For US..THANKS
Mint is not the universal success that I think a lot of travel bloggers believe it to be. No one is arguing with the exp, but B6 is clearly struggling to find profitable Mint routes already. I've been taking their newest route (JFK>SJU) a few times bc Mint regularly only goes for about 2.5x basic economy. For a standard domestic business class that's fine but thats not generally profitable for lay-flat. Right now B6 only...
Mint is not the universal success that I think a lot of travel bloggers believe it to be. No one is arguing with the exp, but B6 is clearly struggling to find profitable Mint routes already. I've been taking their newest route (JFK>SJU) a few times bc Mint regularly only goes for about 2.5x basic economy. For a standard domestic business class that's fine but thats not generally profitable for lay-flat. Right now B6 only flies Mint once per day out of their 4 daily flights on that route - which doubles to 8+ during winter high season. Failing to make Mint profitable on such a bread and butter route for B6 should absolutely give them pause on a wider fleet-wide rollout.
Suspect the primary benefit will be that with EMS embedded in the fare we will be able to redeem travel bank funds and TB points for it (currently cannot). Flip side is refunds on non-refundable itins will be to travel bank as well.
JetBlue seems to be trying to carve out a niche among leisure travelers that would never make top status with a legacy (for whatever that's worth now) but will spend money for some comfort. Maybe the obsession over "cattle airlines" will finally go away for good.
Positive that they are adding something to it... the pricing for Even More Space is a bit ridiculous as it is... I've been on 2 hour (gate to gate) flights where they want $85 on a E-190. And guess what... aircraft leaves nearly full with those seats open.
it is relatively easy to expand coach seats while there are lengthy production backups for all kinds of premium cabin seats
Looks like B6 is afraid to go head to head with the Big Three by maintaining its "leisure" status.
It lacks the frequency to draw true business yield customers.
Nice option of complementary spirits for ExtraRoom , but some type of edible would be appropriate as well. You got to make it worth their wild!!