JetBlue’s one-stop service makes it easier to book
Airways wants to be a one-stop shop for vacationers who not only fly aboard its airliners, but will book cruise line voyages, car rentals and hotel rooms through the airline.
So the company formally opened its JetBlue Travel Products subsidiary Tuesday at the Design Center of the America in Dania Beach. The air carrier expects the company will develop new and improved ways for travelers to take “seamless” vacations from the time they board a plane to the day they return home.
Its jetblue.com/vacations website is already packed with a variety of specialty vacations ranging from golf, adult, luxury and budget hotel stays to adults only, honeymoon and “babymoons” and “girlfriend getaway” respites.
The new company’s South Florida offices employ a workforce of 70 people, including software developers, merchandising analysts and travel experts. The subsidiary originally was based at JetBlue’s New York headquarters.
Why move to Fort Lauderdale?
“This is the center of where a lot of our vacation customers are,” said Andres Barry, the subsidiary president.
At a ceremony Tuesday that drew local politicians and leaders from Enterprise Florida and the Greater Fort Lauderdale Alliance, the economic development arm of Broward County, Barry said the subsidiary will be adding more employees to help devise new programs that will be rolled out in the coming year.
The airline, which serves 102 domestic and foreign cities and averages 1,000 daily flights, describes Fort Lauderdale as a key cog of a route system serving destinations in the U.S., the Caribbean and Latin America.
The idea behind the subsidiary is to enhance customer service, executives say. But the business plan helps to keep JetBlue customers within the carrier’s orbit when they book hotels, cruises and ground travel through the airline.
Customers can book online, but also have access to JetBlue agents who can help them with questions or problems.
Those who buy a JetBlue VacaJetBlue tions package can get up to 10% off flights and hotel discounts, as well as a best-price guarantee when purchasing the package. The airline also offers free onboard drinks, no change fees and VIP perks in select destinations.
When customers book rental cars with their flights, “you get a better rate,” Barry said. The airline has negotiated discounts with partners Avis and Budget, giving customers reduced rates when renting a car with a flight or a vacations package.
JetBlue is also leaving the door open to a potential link with Brightline, the high-speed South Florida train service that intends to expand to Orlando, a spokeswoman said. “We would be open to discussing partnership opportunities that would be mutually beneficial to both of our customers.”
Other airlines offer similar ancillary services through partnerships with cruise lines, hotels and car rental companies. For the customer, those ties typically yield discounts and certain perks. In return, the airline hopes to earn and retain a certain amount of brand loyalty that translates into repeat customers.
“I think every airline has a version of this,” Barry said.