JetBlue Unveils Upgraded TrueBlue Loyalty Program

JetBlue is planning a complete overhaul of its True Blue customer loyalty program. The new program is scheduled to launch Sept. 28, 2009, and makes TrueBlue more rewarding, more flexible, and more valuable for the airline’s passengers. It also changes the way points are earned and redeemed.

Points in the redesigned TrueBlue program will be based on dollars spent with JetBlue, instead of flight length. Customers will be rewarded with three TrueBlue points for every eligible dollar they spend with JetBlue, plus double points (six per dollar) will be awarded for purchases made through www.jetblue.com.

Customers can also continue to accrue points by using the JetBlue Card from American Express: every $1 of eligible spending will equal 1 TrueBlue point, as well as double points for purchases made at www.jetblue.com.

Customers will also get bonus points after reaching specific thresholds in TrueBlue. The “Go Big Bonus” offers customers more points the more they jet. Once they reach 3,000 points they get a bonus of 500 points; 6,000 points gets 1,000 bonus points; 9,000 points gests 2,000 bonus points; 12,000 points gets 4,000 bonus points; and for every 3,000 points above 12,000 points, the bonus is 4,000 points.

A “Go Long Bonus” will offer customers who jet on 10 one-way long-haul flights (2,000 miles in distance or longer, the equivalent of only five transcontinental roundtrips) within a year a 10,000 bonus points –enough for a roundtrip award flight.

An example of eligible “Go Long” routes include Boston to Los Angeles or San Francisco; Long Beach, Calif. to Fort Lauderdale, Fla., or Washington, D.C.; and New York to Barbados or Saint Lucia.

In what it calls an industry reversal, JetBlue will make every seat on every flight available for TrueBlue redemption. Just as regular fares vary, the points required for a TrueBlue award flight will also vary according to the specific flight chosen and factors including the destination, day of the week, season, and advance booking window, making TrueBlue points currency passengers can use to “buy” their award flight.

One-way award flights will be available starting at a mere 5,000 points and will increase in increments of 100 points based on the above factors. As an added bonus, there are no blackout dates when redeeming TrueBlue awards.

TrueBlue points will not expire as long as a customer takes at least one paid JetBlue flight or makes a qualifying purchase with a JetBlue Card from American Express within 12 months of their last TrueBlue transaction (either a qualifying flight or JetBlue Card transaction).

Current TrueBlue customers will be moved seamlessly to the redesigned program in September, and all existing points and awards will remain valid through their indicated expiration date.

JetBlue will continue improving the TrueBlue program, including introducing enhancements throughout the fall that will make the program richer and even more rewarding, including hotel, car and retail partners.