JetBlue announced Thursday that it will open its first VIP lounges at its main hubs in New York and Boston, as the airline ramps up luxury amenities to compete against larger rivals.
Scheduled to open late next year, the first will be an 8,000-square-foot lounge at John F. Kennedy International Airport, followed by an 11,000-square-foot facility at Boston’s Logan International Airport, the company said.
“Customers have been asking for a JetBlue lounge for years and we are excited to unveil our offering,” JetBlue President Marty St. George said in a statement.
The lounges will be “bespoke,” according to JetBlue CEO Joanna Geraghty, adding that they are being designed with a more premium experience in mind.
“This is going to be different. It will be exclusive,” he said.
“So when we think about lounges, we’re testing the waters, trying to get it right, trying to make sure it doesn’t impact fares because we really want to make sure JetBlue remains accessible as a low-fare carrier.”
The upcoming lounges will be open to JetBlue credit cardholders, Mint Class customers on transatlantic flights and certain other first class frequent flyers.
Some “eligible” customers will be able to purchase daily passes, subject to space availability, and all customers will be able to purchase an annual pass. JetBlue said.
The airline did not say how much the passes would cost.
Customers at the highest level of JetBlue loyalty will be able to bring one guest to the lounge for free.
The lounges will include cocktail and espresso bars, complimentary food and beverages, and work spaces with charging stations, JetBlue said.
The Queens-based airline said it is also partnering with Barclays on a new “premium” credit card, similar to credit card offerings from similar carriers such as Delta and United.
A glut in the airline industry has led to fierce price wars, with budget airlines poaching cash-strapped customers by offering them the lowest possible ticket prices.
Mid-range airlines like JetBlue, Delta and United, which can’t offer ticket prices that can compete with low-cost carriers like Spirit, are now focusing on their higher-end passengers.
The company has been promoting its Mint cabins, which feature perks like reclining seats and more refined meals, to attract high-spending travelers.
Other airlines have been renovating their airport lounges with the same goal.
Delta opened its first Delta One lounge (for customers in its most expensive cabins and members by invitation only) at JFK in June.
United and American also have airport lounges for loyal customers, along with credit card companies like American Express, Chase and Capital One.
