Of the many changes underway at JetBlue Airways, one has grabbed the public's attention more than others: The airline is launching its first-ever premium lounges.
The first lounge is scheduled to open by the end of the year in JetBlue's home at New York City's John F. Kennedy International Airport (JFK) Terminal 5 near gates 24 and 25 — which includes space previously used by the Airspace Lounge that closed in 2018. The second lounge will debut at Boston Logan International Airport (BOS) in 2026.
Despite the excitement, the carrier is mum on details of the new spaces, but it did reveal one tidbit: The lounges will not be anything like Delta Air Lines' Delta Sky Club or the carrier's posh new Delta One lounge in Terminal 4 at JFK.
"We're not going to be successful by imitating Delta," JetBlue president Marty St. George said on the sidelines of an event Thursday unveiling a $100 million refresh to Terminal 5. "We just need to be the best JetBlue we can be."
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That, in itself, is saying something. Delta is the de facto premium airline in the U.S., and many competitors, notably United Airlines, actively seek to emulate the Atlanta-based carrier's success.
Even JetBlue, in its turn toward a more premium offering, is copying aspects of Delta's success at the top of the market. There's the new domestic first-class product in the works and the new credit card deal that aims to close some of the gap to Delta in monetizing loyalty.
Still, when it comes to lounges, St. George is clear: "We don't want to do anything Delta does."
If you ask him anything else about the coming lounges, though, he remains quiet.
Terminal 5 at JFK was the height of traveler convenience when it opened nearly two decades ago.
Its large security checkpoint was designed specifically for post-9/11 security requirements. The 22 concessions paid homage to New York, and some were even outposts of popular local joints. In a technology-forward move, travelers could even order food and have it delivered to their gate. The future had arrived.
Compared to most other terminals at JFK at the time — not to mention those at LaGuardia Airport (LGA) — the shiny new facility reinforced JetBlue's image as the young, hip, customer-friendly airline in the New York area.
Fast forward to today and JetBlue (as well as the market as a whole) is very different. The airline celebrated its quarter centenary last month, and it ranks as the seventh largest U.S. carrier by seats, according to schedule data from aviation analytics firm Cirium. It is no longer a hip, young airline, and it faces many of the same challenges as other larger legacy carriers, from high costs to more agile, younger
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