JetBlue is improving the value proposition of its basic economy fares, without taking anything away. We sure have seen some positive changes from airlines lately, so this is a breath of fresh air…
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JetBlue improves basic economy fares
Blue Basic is the name of JetBlue’s basic economy fare product. As it currently stands, Blue Basic fares have the following restrictions:
- They don’t allow a full size carry-on bag, but rather only a personal item
- They offer limited points earning, as you earn 2x points per dollar spent, rather than 6x points
- They have restrictions on seat assignments, as you can only assign seats for free up to 24 hours in advance
- They restrict you to boarding with the last group
- They offer limited ticket flexibility, as there’s a $100-200 penalty for changes
Fortunately what’s arguably the biggest restriction will be lifted soon. As of September 6, 2024, JetBlue will allow those on Blue Basic fares to bring along a full size carry-on bag, rather than just a personal item. This will apply as of that travel date, regardless of when you booked your ticket.
JetBlue argues that this change makes Blue Basic one of the best value basic economy fares in the industry, especially given the amenities that JetBlue includes for all passengers, like the most economy legroom in the US, free Wi-Fi and entertainment, free drinks and snacks, and more.
Here’s how JetBlue President Marty St. George describes this development:
“Carry-on bags are an important part of travel to customers, and when presented with a choice between JetBlue’s award-winning service and another carrier’s basic offering, we want JetBlue to be the easy winner. We’re always looking for ways to evolve our offering in response to customer preferences. This is a win-win as we improve the customer experience and keep JetBlue competitive in our industry.”
“As flying becomes cheaper and more accessible for a spectrum of customers, a one-size-fits-all offering no longer works. Whether a customer prefers more included benefits, or they shop solely on price, our fare options coupled with our great onboard service, makes JetBlue the best choice. No matter what fare a customer prefers, we provide clear and transparent information on what that selection includes.”
Why is JetBlue making this customer friendly change?
JetBlue has been struggling financially, and the company’s management team is currently trying to turn that around, by finding more opportunities to generate revenue. JetBlue once again allowing carry-on bags with basic economy fares is a customer friendly move, so some people may wonder why this change is being made.
I actually think it’s pretty logical, when you consider the competitive landscape. In particular, we’ve just seen two of the country’s biggest ultra low cost carriers overhaul their business models:
- Frontier Airlines has introduced fare bundles that are more closely aligned to what you’ll find at JetBlue and at the legacy carriers
- Spirit Airlines has eliminated change fees on all fares, even the most basic ones
Ultra low cost carriers have basically done a 180 when it comes to their business models, so it’s not surprising to see JetBlue make this change. I’d say it’s actually quite logical:
- JetBlue has among the more punitive basic economy fares, at least when compared to legacy airlines; American basic economy fares and Delta basic economy fares do allow free carry-ons, while only United basic economy fares don’t
- JetBlue’s basic economy fares are much more competitive with a carry-on included, and this should help JetBlue to fill planes with these fares, which is something the airline needs help with in some markets
- JetBlue’s actual cost for allowing carry-ons is minimal, and the airline probably isn’t losing out on much revenue with this change
I think this is a sensible update. JetBlue is selectively investing in the customer experience and trying to improve the value proposition of flying with the airline, while trying to increase revenue in other areas. I think this is a smart area in which to improve the product, while maybe making cuts in other areas.
Of course this assumes that adding a carry-on to Blue Basic fares won’t cause more people to no longer instead buy up to a Blue fare, which is probably the biggest potential downside here.
Bottom line
As of September 2024, JetBlue is overhauling its Blue Basic fares, which are the carrier’s version of basic economy. The airline will begin allowing carry-ons when traveling on these fares, which isn’t currently possible. This is a positive change for customers, and I imagine it reflects how ultra low cost carriers have improved their value proposition in recent times.
I’m curious if United keeps restricting carry-on bags on basic economy, or if we could see the airline evolve as well.
What do you make of JetBlue’s Blue Basic fare changes?
@pstm91, I always have a small suitcase and a laptop bag, hate checking in my suitcase. This is something very clever of Marty st George to bring this option back. Although, I've never had a ticket agent charging me extra for bring my suitcase onboard while booked on a blue basic fare.
Would like to see more changes like allowing families to chose and sit together with no additional charge. That will be "bring travel back to humanity".
I pretty much only book basic economy fares, and I have regularly booked away from jetBlue given the lack of carry on bag being included. This might change the equation for me.
This is due to the upcoming fare transparency rules. United is going to stick out like a sore thumb if they don’t change their carryon policy.
I've never understood the "you pay for carryons" strategy. Does anyone fly somewhere with just a satchel or purse? (Check that, I've done so when going to Vegas for the day). Still, most travelers are going away for at least a night. It seems disingenuous.
These basic economy fares is for legacy carriers to compete with the ultra low cost carriers. With this perk, then other airlines may start to offer it too and it is more about competition than anything else.
Of course being in the last boarding group gives you a very significant probability of having to gate check a bag. Jet Blue had me do that on a regular fare and as usual once I boarded I saw plenty of space in the overhead bins
Now, if they could just add on time arrival for all their fares
This is all I have to say...Thank You Marty St. George!
When is the BOD appointing you CEO?
SO_CAL_RETAIL_SLUT
hopefully United will follow. My biggest reason for NOT buying basic fares however is the lack of flexibility (change/refund). How about everyone else?
I could be wrong, but I think you can get credit even with basic on most airlines?
I care more about carryon bag.
This is a game changer for me. Welcome back to relevance JetBlue!
Now…if they would just introduce “Business Class” seating!!
Would give the legacy carriers a run for their money.
Their stronghold is the North East, and this just gets them to parity with the BE product of their biggest most aggressive competitor, DL. Welcome change, should help them win business
This is actually a huge update as a NYer who frequently flies them on short routes to Florida, New England, and the Caribbean. Their basic fares are often significantly cheaper than standard "Blue," but I end up booking Blue simply because of the carry on.
If you fly JetBlue often, won’t having a credit card get you free bags too?
I have the card but usually it comes down to not wanting to check a bag and wait for it on arrival - especially back in NY. I'd much rather book Delta at usually a slightly higher fare (but less than "Blue") and only have my carry on. Just not worth checking a bag for a short 2-4 day trip.