JetBlue TrueBlue - JetBlue Adds Spa Amenities on Redeyes

JetBlue Airways Corp. will offer spa products on its redeye flights, hoping to fill seats in fiercely competitive transcontinental markets as high fuel prices continue to plague the airline industry....

http://news.yahoo.com/s/ap/20060404/ap_on_bi_ge/jetblue_comforts;_ylt=Av1BIEkvEPgFlLJ6C_n6TX6s0NUE ;_ylu=X3oDMTA3b2NibDltBHNlYwM3MTY-

I think this is a great idea -- it's not so much the actual products being distributed but more about those two important words: "free" and "amenities"

I think this is a great marketing tool and an excellent way to differentiate jetBlue from other airlines. I am not a jetBlue flier so I had a quick question.... is this move really about getting new business or about improving the experience for current customers. When I fly red eyes on other airlines they are always packed. What are loads like for red eyes on jetBlue? I had always assumed they where farily high since the red eye is often the only jetBlue flight of the day for several cities.

Nothing is really "Free"..Duh.

I think this is a great marketing tool and an excellent way to differentiate jetBlue from other airlines. I am not a jetBlue flier so I had a quick question.... is this move really about getting new business or about improving the experience for current customers. When I fly red eyes on other airlines they are always packed. What are loads like for red eyes on jetBlue? I had always assumed they where farily high since the red eye is often the only jetBlue flight of the day for several cities.


All of the above? The load factors on all the jetBlue flights seem to be almost full... i say almost because I do see maybe few empty seats... however, getting one or two more people onboard the flights for a entire year does make a difference as one article stated.

I applaud the move! It's nice that they're providing something to help when you're cooped up onboard for so many hours. ^ Airplane air is notoriously dry.

I also applaud the creativity of this marketing move. My guess is that the cost of this "kit" is less than 50 cents. It will also be of no help to 90% of customers in actually getting more sleep. But the media can again wax poetically about how trendy and hip JetBlue is, and many of its customers will feel good about choosing a "cheap chic" airline!

I also predict that the kits will be gone within a year after the spa ends its subsidy and JetBlue decides it can't afford to give them out anymore.

Could be free if Bliss is covering it.

You hit the nail on the head iahphx.

This is a "good news," marketing move as much as it is really anything for the customer experience. I'm sure that Bliss is looking at the demographics of this and the added media exposure and sees it as a creative and inexpensive marketing move, as well.

It also creates a contrast with the rest of the industry at a time when the legacy carriers are cutting amenities and being perceived as nickel and diming their customers at every turn.

Some pax may really enjoy the stuff...and will even shell out the cash for it at the department store (or online) after their travel size stuff is gone. Bliss really does have some nice products. Most will not become Bliss customers, but will appreciate that they've been "given" something, nonetheless.

It's a win-win-win for JetBlue, Bliss and the passengers.

My question is why doesn't anyone else in this industry seem to think of these moves?

You hit the nail on the head iahphx.

This is a "good news," marketing move as much as it is really anything for the customer experience. I'm sure that Bliss is looking at the demographics of this and the added media exposure and sees it as a creative and inexpensive marketing move, as well.

It also creates a contrast with the rest of the industry at a time when the legacy carriers are cutting amenities and being perceived as nickel and diming their customers at every turn.

Some pax may really enjoy the stuff...and will even shell out the cash for it at the department store (or online) after their travel size stuff is gone. Bliss really does have some nice products. Most will not become Bliss customers, but will appreciate that they've been "given" something, nonetheless.

It's a win-win-win for JetBlue, Bliss and the passengers.

My question is why doesn't anyone else in this industry seem to think of these moves?


CO did it on their transcons a while ago. Little gift pack, though maybe only in F. IIRC, the costs were almost entirely covered by the vendor, not the airline.

It's more than just the product giveaway. B6 is advertising a whole different service, with a "pantry" of free snacks (they'll probably just lay out some basekts in the galley" and a hot towel and Dunkin Donuts coffee before landing. It really does differentiate them from competitors such as AA who are trying to cut as many ammenities as possible and charge for what's left. The question will be if people care about this and will take their business to B6, or if people really only care about price and earning miles.

It's more than just the product giveaway. B6 is advertising a whole different service, with a "pantry" of free snacks (they'll probably just lay out some basekts in the galley" and a hot towzz It really does differentiate them from competitors such as AA who are trying to cut as many ammenities as possible and charge for what's left.

Just speaking for my self, but I already ditched AA for jetBlue a long time ago because of the service, the seats, selection of snacks, and the service on flights that both airline flies on. This was way before the days of trueBlue... If jetBlue keep this up, I think more will make the switch. I agree that jetBlue is differentiating themself, just look at what they offer and what other airlines are offering for coach service.

jetBlue:
32" to 34" seat pitch at most seats, leather seats, direcTV, XM Radio (on E190s and some A320s), wide selection of snacks, hot soup option (even though its just lipton, but its still soup), quality service, clean planes (99% of the time), and now the new shut-eye service.

UnitedPS:
34" seat pitch in their low end cabin, food, thats bout it.

Most other airline:
31" to 32" seat pitch, limited snack service, pay for food on most airlines now, etc...

If you ask me, jetBlue is really on a whole new level when it comes to service.

As for that 34" seat pitch, isn't some of Northwest Airline's "first/business" class cabin on their older planes feature 34" seat pitch?

CO did it on their transcons a while ago. Little gift pack, though maybe only in F. IIRC, the costs were almost entirely covered by the vendor, not the airline.

DL used to have L'0ccitaine products in its Biz Class amenity kits on int'l flights. Also used to give out discount coupons and samples in the Crown Room Clubs.... But I think those days are gone.

As for that 34" seat pitch, isn't some of Northwest Airline's "first/business" class cabin on their older planes feature 34" seat pitch?

According to seatguru.com, NW's DC-9's have 34" of pitch in FIRST. There was an article a few days or weeks ago (can't remember) in I think the Wall Street Journal comparing airlines and saying that NW has some planes with worse pitch in F than others in coach. Speaking of DC-9's regardless of configuration, those planes a simply ancient, even if they have been well maintained (with replacement mechanics), old is old. B6 has a great young fleet.

Some people are critical of Airbus, for their politics and/or their aircraft, however one thing is for sure, they are wider than their Boeing counterparts, offering a wider seat by as much as an inch, which can really make a big difference.

My question is why doesn't anyone else in this industry seem to think of these moves?

We do periodically see these on the transcons, but only in First Class, and for short periods of time. It's obviously a marketing move by the supplier, who usually foots the entire bill. It would be interesting to learn if JetBlue is paying anything for the "kits." My guess is they're paying part of the expense, given the large number that will be distributed and the "open ended" nature of the promo.

I honestly don't know why we don't see more of these kinds of promos. I've always thought the most intelligent type of in-flight service was the kind where the pax THOUGHT he/she was getting good service but, in reality, little extra was being spent on them. I remember an Independence Air flight last year where the flight attendants came around twice with chips and poured soda, and later offered hot towels (warmed paper towelletes) and mints. What could "spoiling" the pax with this extra service cost? Fifty cents? While FLYI didn't make it (for other reasons), you always heard good customer comments about their inflight service.


One area where you'd think for sure there would be freebies is with test marketing new foods. Who wouldn't be grateful to try something -- heck, pretty much anything -- on board an otherwise food-less flight? It seems like a brilliant marketing opportunity for a food/snack manufacturer.

I love Bliss :D

My question is why doesn't anyone else in this industry seem to think of these moves?

My question too. I have always wondered why some airlines seem to know how to market, while others (with larger marketing departments) don't. My all time favorite example is jetBlue's five dollar discount when you purchase online plus double trueblue points. Compare this to the other airilnes 5-10 USD surcharge to call on the phone. You know, to all of us, it sounds much better as a discount.

This Bliss stuff is also a great way to differentiate a product from AA's which has become totally barebones. If jetBlue flew to RDU, I might shift some of my travel to them.

Their only major weakness is the FFP. TrueBlue just doesn't compete with AAdvantage, Onepass, MP, etc. 100 pts IN A YEAR is not easy, especially for non-very frequent travelers. The year requirement is hard. Not to mention tha 100 points is more than necessary for a short distance AA flight (15-25000 miles).