JetBlue Airways is parting ways with boutique public charter airline JSX.
The New York-based airline will end its nearly decade-long loyalty partnership with JSX on February 28. This is the last date TrueBlue members can use their number on JSX bookings to earn points.
“While saying goodbye is never easy, you will find more ways to earn and redeem TrueBlue points through our growing list of partner airlines,” JetBlue said in a letter to TrueBlue members on Monday. “Thank you for your continued loyalty and understanding.”
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A spokesman for JetBlue said the airline retained its equity investment in JSX and that David Clark, JetBlue’s head of finance and strategy, serves on the company’s board of directors.
The move comes amid changes in priorities for JetBlue and JSX. The former is focused on its “JetForward” strategy to return to profitability. JetForward includes everything from the airline’s first airport lounge, BlueHouse, to a new domestic first-class product and a loyalty partnership with United Airlines.
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JSX, on the other hand, is focused on organic growth and building its own loyalty program, Club JSX. The airline debuted its first turboprop aircraft, the ATR 42-600, at California’s Santa Monica Airport (SMO) in December and will add new routes as the number of aircraft delivered this year increases.
JSX CEO Alex Wilcox said in an interview on January 12 that the airline is working to expand the use of Club JSX beyond other loyalty programs. He added that nearly half of bookings now include a Club JSX number.
“Five percent back on fares is a lot better than 300 miles, and there are no United or JetBlue status points,” he said.
Club JSX members receive 5% back in the form of “rewards” on applicable base fares, seat fees and pet fees. Rewards will be used as future JSX travel points.
“If we can get customers to fly with us more times a year, that’s a huge value add for us,” Wilcox said of the financial benefits for travelers using Club JSX versus other airlines’ loyalty programs.
JSX also has a loyalty partnership with United Airlines’ MileagePlus loyalty program.
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