Exquisite dining, expanded routes—but no lounges—will shape JetBlue’s Mint experience in its second decade, according to the airline’s president.

When JetBlue launched its lavish Mint cabin a decade ago, many doubted its success. A lie-flat business-class seat, Mint was a bold shift away from the airline's signature affordable cabins since its inception in 2000.

Since its debut in June 2014, Mint has captivated travelers. Today, it is celebrated for its luxurious features, including roomy suites and gourmet meals, all within a single-aisle aircraft.

Mint’s rise in popularity coincides with the growing demand for premium seats, fueled by JetBlue’s expansion of transatlantic routes and the introduction of its new-generation Mint cabins.

As JetBlue marks Mint's 10th anniversary, the cabin plays a crucial role in the airline’s plan to return to profitability for the first time since the pandemic, including a revamp of its Mint-equipped flight routes.

Network overhaul

In May, JetBlue revealed plans to scale back some of its winter services to Europe. Starting in October, the airline will suspend all flights to London Gatwick (LGW) and reduce its off-peak schedule to Paris-Charles de Gaulle (CDG).

This, coupled with CEO Joanna Geraghty’s pledge to take a more 'opportunistic' approach to JetBlue’s European expansion after stepping into her role in February, may have sparked questions about whether the airline is shifting its stance on transatlantic growth, previously championed by her predecessor Robin Hayes, who left the company earlier this year.

This was exactly the kind of move JetBlue executives envisioned when they first conceived the Mint cabin over a decade ago, according to JetBlue president Marty St. George, speaking to TPG in one of his first interviews since rejoining the airline’s leadership team earlier this year.

"This goes back to the original vision for Mint, especially its expansion into transatlantic markets. These planes are versatile," St. George explained. "Every aircraft we operate must be used in the most efficient and valuable way possible."

Out with some European routes, in with Phoenix and San Juan.

As part of its upcoming network reshuffling, JetBlue will reassign more of its premium-equipped aircraft to sunny destinations, with a focus on Phoenix Sky Harbor International Airport (PHX) and Luis Muñoz Marín International Airport (SJU) in San Juan, Puerto Rico.

Over a six-month span starting this October, JetBlue’s seat capacity to Phoenix will increase by 98% compared to the previous year, according to data from aviation analytics firm Cirium. Seats to San Juan will rise by nearly 29%.

St. George explained that this shift is driven more by the growth potential in these cities than any major doubts about the future of its European expansion.

"This is purely seasonal. It's a story of two seasons," he remarked.

In fact, transatlantic revenue this summer is tracking exactly as the airline had hoped, St. George told analysts at a Wall Street event last month—though he did note that costs for these routes are slightly higher than expected.

However, what JetBlue worries about more this winter is the "high opportunity cost," as St. George put it, of losing out on the lucrative winter vacation crowd.

The company's internal data indicates that customers are expected to flock to Mint this winter—if the airline deploys enough Mint-equipped aircraft to the popular winter destinations that travelers seek during the colder months.

"I look at Edinburgh and Dublin. We’re pleased with the summer results, but I wouldn’t want to operate those routes in the winter," St. George commented on the two seasonal routes JetBlue recently introduced. "The great thing is, we have fantastic winter destinations to fly to."

The second chapter of Mint

It’s likely that similar network adjustments will shape Mint’s future in the years ahead.

"What we truly appreciate about this fleet is its versatility," St. George explained. "I expect to see planes moving back and forth between the Atlantic and premium domestic routes."

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"Above all, they’ll see growth," St. George shared, noting that the majority of JetBlue’s Airbus A321 deliveries for 2024 and 2025 will feature the Mint cabin.

This could translate into more Mint-equipped jets on cross-country and Caribbean routes, similar to those JetBlue is prioritizing this winter.

"We’re running out of domestic, non-Mint transcontinental routes, and we’re very pleased with the profitability we’re seeing there," St. George said. "I believe we’ll continue to expand in this area."

Emphasis on food and beverage

JetBlue continues to prioritize its food and beverage offerings—both in Mint and economy—as key differentiators in its service moving forward.

This focus gives JetBlue an advantage over competitors, one that the airline believes is more feasible than investing in an expensive lounge like the one Delta Air Lines recently opened at John F. Kennedy International Airport (JFK), a hub shared by Delta, American Airlines, and JetBlue.

"People enjoy lounges, but they come with a hefty price tag. The real question is whether lounges can justify the expense of a large, transatlantic lounge network — and the answer is no," St. George stated. "Food and beverage, on the other hand, is an area where we’ve chosen to lead. It’s not just our food, but also the wines curated by our restaurant partner. That’s how we compete in this space."

Improvements to hard products

If there’s any weakness in the Mint cabin, it could be found in the 'hard product,' which in some cases, has aged less gracefully.

Many JetBlue A321s still operate with the original Mint seats from the mid-2010s, which are less luxurious compared to the newer, upgraded seats on planes that have entered service since the pandemic.

While JetBlue has indicated plans to eventually refurbish these cabins, it has yet to announce specific retrofit schedules—leading some industry experts to warn that without action, the airline risks falling behind its competitors.

"JetBlue can’t afford to overlook this," said Henry Harteveldt, president of Atmosphere Research Group. "They’ve done some reupholstering of the legacy Mint seats, but that doesn’t address the reality that their inflight entertainment system is outdated, and the two-by-two seating configuration remains cramped for passengers."

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Even the Mint seats on the newer aircraft have shown some early wear and tear. However, St. George pointed out that the malfunctioning buddy seats in the front-row Mint Studios, noticed by TPG last summer, have mostly been fixed (only six remain unresolved).

"We’ve identified a few issues we want to address, but that’s just part of the process with a new seat," St. George said. "We spot the problems, and we make the fixes."

This week, JetBlue also announced it will leave the Mint privacy doors open on eight of its A321neo jets to comply with FAA guidelines. Seth Miller from Paxex.Aero first reported this development, noting that this change will allow the airline to avoid staffing an extra flight attendant on certain routes.

Looking towards the future

JetBlue's challenges are well known. In recent years, the airline has seen its Northeast Alliance with American Airlines and a potential merger with Spirit Airlines both fall apart. Additionally, engine issues with Pratt & Whitney are grounding some jets for extended maintenance, and air traffic control problems in the New York corridor frequently cause disruptions.

Yet, in many ways, the airline’s investment in Mint has proven to be a smart one.

"There’s no doubt that JetBlue was in the right place at the right time with Mint post-COVID, as the premium leisure travel boom took off," noted Harteveldt. "Mint is one of JetBlue’s most unique and valuable products."

This is particularly remarkable to St. George, who was part of the team when the cabin was just a concept.

"I clearly remember presenting the business case to the board, promising that this would only ever be 13 airplanes," he said with a laugh. "Who could have predicted it? Now it’s 54."

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Now returning to the airline after a five-year absence, St. George referred to Mint as a "shining star" for the company in a recent conversation with investors.

"There’s no doubt in my mind that this is hands down the best premium cabin experience for flights from the U.S. to Europe," he told TPG. "I’d confidently compare it to anyone else’s offering."

Whether Mint can sustain its competitive edge in its second decade will be a key factor in JetBlue’s hopes for a recovery. For now, however, JetBlue customers can expect to see more of it in the skies.