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JetBlue Hints At Transatlantic Market Entry

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JetBlue Hints At Transatlantic Market Entry

JetBlue Hints At Transatlantic Market Entry
March 07
10:57 2019

LONDON – British and American media outlets have been reporting about JetBlue making its first entrance into the transatlantic market.

It is understood that a decision on new routes, which could be from New York and Boston to the likes of London, will be announced next month.

This supposed April 10 date is being speculated due to the company recently telling staff it would be holding talks about “JetBlue’s vision and strategy”.

It would be the airline’s first venture into Europe, with equipment choice looking likely in favor of Airbus.

The airline has options to convert some of its Airbus A321neo aircraft on order from 2016 to the long-range variant, which would enable JetBlue to fly these routes with ease.

A spokesperson for the airline commented on this, saying that the decision will be made this year.

“Potential routes to Europe could provide us an opportunity to grow our focus cities of Boston and New York as we consider the best use of our aircraft from a margin perspective in those cities.”

This has been something on the cards for JetBlue for a while now. The airline’s boss, Robin Hayes, heavily criticized the pricing on transatlantic products as “obscene” back at the Aviation Festival in London in September 2018.

He continued: “When we see that, we know that we can do that a lot cheaper. We think it’s a good opportunity and when the time is right to take advantage, we may very well do that.”

These products are related to that dominated by the more legacy carriers, such as British Airways, Virgin, Delta, Air France-KLM and Lufthansa to name a few.

Will The Model Work?


JetBlue will no doubt take advantage of its successful Mint service and its products across the board to offer more affordable fares and potentially make an entry into the low-cost long-haul market.

Numerous long-haul/low-cost airlines with services in the Transatlantic arena have failed to remain afloat, with WOW Air and Primera Air seeing their operations crumble.

The only big hitter for this market at the moment is Norwegian, though its financials haven’t been the best to speak of. The carrier is currently raising up to £260 million in funds after reporting crippling losses for the full year 2018.

The Mint product on offer by JetBlue, if used on the TATL market, could be very a very strong contender against the likes of Norwegian. The American carrier not only has a full-flat seat service with remarkable in-flight catering to offer but also a tremendous US network to feed its potential transatlantic venture.

Photos courtesy of JetBlue.

Mint revolutionized the US market and has been positively reviewed by critics and other business frequent flyers who remained loyal to the likes of Delta, American, and United until JetBlue unveiled its premium product.

With it, JetBlue could have a big shot at penetrating the TATL market and start to put pressure not just on the likes of Norwegian, but also on the bigger legacy carriers.

One challenge JetBlue might encounter, however, is the lack of network feed on the European side of the spectrum. However, the airline has been known to code-share with numerous others who’d be willing to take a piece of the pie on this new interesting project.

If the cards are played right, we could begin to see the beginning of a new era for JetBlue, having expanded its presence in the Americas so substantially over the last two decades of its life.

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About Author

James Field

James Field

James is a passionate AvGeek based in Manchester, U.K who has been actively spotting for years. James has been an Aviation Enthusiast for 8 years and has a fond likening to Concorde! James hopes to grow in the aviation industry with journalism being his primary focus.

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