Why JetBlue’s Baggage Change Leaves United Airlines on its Own

20.06.2024 - 06:01 / skift.com / Spirit Airlines / Delta Air Lines / Joanna Geraghty / United Airlines / Marty St George / Gordon Smith / Frontier Airlines

JetBlue is making a big change to its baggage policy. From September, the airline will allow all passengers — even those on its most restrictive ‘Blue Basic’ fare — to bring a carry-on bag for no extra charge. 

The customer-friendly move applies to everyone traveling from September 6, regardless of when the ticket was purchased. Until that date, Blue Basic guests who don’t fall into one of the exempted categories, need to pay $65 for the first or second checked bag, and $180 for a third. 

The policy change brings JetBlue in line with most of its peers. American, Delta, Southwest, and Alaska all allow ‘free’ carry-on bags, plus a smaller underseat personal item, across all fare categories. 

However, one very big name is missing from that list. JetBlue’s announcement leaves United Airlines as the only major U.S. network carrier to charge its Basic Economy passengers for a carry-on. While United has carve-outs for long-haul routes and select international services, a fee applies for domestic flights and many regional links.

United’s policy states: “Carry-on bags are not included unless you’re flying to Canada, South America, across the Atlantic or on an international flight across the Pacific.” 

Its website advises that Basic Economy passengers “can prepay to check a bag or check a carry-on at [the] gate for the regular bag fee plus an additional $25.” United currently charges $35 for the first prepaid checked bag, rising to $40 when not booked in advance. In effect, this means a non-compliant bag could cost $65 to be checked at the gate.

After a rough few years, JetBlue is hoping the changes will help it regain lost ground. The carrier’s attempts at growth — whether through the Northeast Alliance with American Airlines or its merger with Spirit Airlines — have been struck down in court. It’s also struggled with overcapacity in core markets and has pulled out of other cities altogether. 

Speaking shortly after her appointment as JetBlue CEO earlier this year, Joanna Geraghty said the airline is “returning to the business fundamentals.” 

“We’ve got to fully leverage our unique position in the market, and with three years of distractions associated with the NEA [Northeast Alliance] and associated with Spirit, we’ve got a lot of work to do to get JetBlue back to profitability,” Geraghty said in March.

In a statement on Wednesday, JetBlue President, Marty St. George described carry-on bags as “an important part of travel to customers.”

“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… As flying becomes cheaper and more accessible for a spectrum of customers, a one-size-fits-all offering no longer works,” said St.