JetBlue Has Just Revealed a New Change to Its Seating Policy

Experienced travelers understand that sitting nearer to the front of the aircraft allows for quicker boarding and deplaning compared to those seated towards the rear. JetBlue Airways allows passengers to choose their seats when they buy their tickets, unless they opt for a basic economy fare.

Starting January 28, JetBlue is implementing an additional charge of up to $49 for what it refers to as “Core Preferred” seats, which are the aisle and window seats in the rows just behind JetBlue’s Even More Space premium economy section. Previously, these seats were available at no extra cost for all but basic economy travelers. While the Even More Space seats offer extra legroom, the Core Preferred fee only covers the seat itself.

The introduction of the preferred seat fee marks a shift for JetBlue, but it’s not an unfamiliar concept in the U.S. airline industry. Delta Air Lines, American Airlines, and United Airlines all impose fees for a similar type of seating they label preferred seats. Even ultra-low-cost carriers like Spirit Airlines and Frontier Airlines charge higher fees for seats positioned closer to the front. The only major airline that doesn’t follow suit is Southwest Airlines, which notably has no seat selection and a free-form boarding procedure.

The real advantage goes to JetBlue’s Mosaic members, who achieve elite status with the airline through frequent flying or significant spending on its cobranded credit card. These members can select any preferred seat at no additional cost when booking, provided they do not choose a basic economy fare. Consequently, these seats are now more accessible for them whenever they make a reservation. Joanna Geraghty, JetBlue’s president, COO, and future CEO, mentioned to investors during a January 30 earnings call that this benefit is “another way to reward our most loyal Mosaic customers.”

However, this change is a setback for customers who traditionally booked their flights early and chose their preferred seats. They will now either need to pay extra or increase their travel frequency to access the elite Mosaic benefits.

A drive for profitability

While many might sigh at the thought of yet another fee imposed by an airline, opinions among industry watchers appear to be divided on JetBlue’s new charge for preferred seating.

Ben Schlappig from One Mile at a Time criticized it as yet another “junk fee,” while Carissa Rawson of Upgraded Points remarked that it is reasonable and “ensures JetBlue remains competitive in the fast-changing airline market.”

In a statement to Dinogo, JetBlue was open about the rationale behind the new fee.

“The launch of preferred seating, similar to what many other airlines offer, enables us to maintain our low fares and high-quality service while making strides toward achieving profitability,” the airline explained.

This focus on profitability was also evident in JetBlue's remarks regarding its fourth-quarter earnings, which were announced on January 30.

“2024 is a pivotal year for JetBlue, and we are taking decisive measures, including launching $300 million in revenue initiatives, to regain profitability and provide value for our shareholders,” Geraghty, who will assume the role of JetBlue’s new CEO on February 12, stated in an earnings release.

Geraghty mentioned that the airline aims to boost revenue by enhancing its collaborations with online travel agencies, optimizing its route network to better align with demand, focusing on its robust leisure travel segments, and introducing new loyalty programs.

JetBlue has encountered a challenging beginning to 2024, as a federal judge in January blocked the airline’s proposed $3.8 billion merger with Spirit Airlines due to competition concerns. The airlines are appealing the decision, with a hearing scheduled for June. The New York-based carrier intended to leverage the ultra-low-cost airline’s pilots, aircraft, and existing infrastructure to become the fifth-largest airline in the U.S. With that plan now uncertain, JetBlue must navigate a new strategy ahead.