JetBlue makes history

By Richard Emblin 

You know you are going places when you have your own terminal at JFK. And for passengers of jetBlue, the new T-5 isn’t just any terminal, as it features state-of the art efficiency, passenger comfort, free Wifi and a gastronomic offering that can only be provided by America’s hip, value-driven airline.

As the carrier celebrates in 2010, its 10 year anniversary, and first year flying to Colombia, jetBlue, has shown that looking after “humanity” can be both profitable  and good for expansion. The airline pulled-off a profit in every quarter last year and at a time when other leading U.S carriers were deep in the red, reporting billion dollar losses and having to retire aircraft and slash the most basic of amenities. With 53 destinations in the Americas and modern fleet of Airbus A320s and Embraer 190s, Jetblue has been voted “Best National Airline” during the last six years by the readers of the prestigious publication Condé Nast Traveler.

The young fleet of JetBlue -  average age 3 years – offers passengers security, comfort and low fares, as running a fuel-efficient airline has benefits for the flying customer.  While low-cost travel has become an industry standard, JetBlue is a value airline, where passengers can enjoy unlimited soft drinks and snacks on board its planes and cruise in comfy leather seats with extra inches of leg room. “We don’t like the nickel and dime approach to air travel” claims LLeras. “We are a customer service company that happens to the fly planes.”

JetBlue’s arrival last year to Colombia shows the company’s commitment to the region and expanding the VFR market: the ever important “visiting friends and relatives” passengers. Daily flights connect Bogotá with Orlando and beyond. Orlando as a hub also offers passengers fast connection times to other JetBlue destinations, such as JFK, Boston, Chicago and San Fransisco. Immigration procedures are also handled in an efficient manner, making a trip stateside less stressful and enjoyable.

JetBlue wants customers to know that flying can still be fun: hence the youthful approach to its color paint scheme and the  importance JetBlue places on technology and communications. A Twitter platform with over 1.7 million fans is just one many innovative ways, the airline communicates with its customers, listening to their concerns and needs. While a lot of their marketing is done through “word of mouth,” according to Lleras, the Twitter fan base is key to getting the good word out there and building brand loyalty.

And loyalty is part of the JetBlue philosophy for Colombia. “When we go into a new country, we are completely committed,” remarks Lleras during the recent ANATO trade show in Bogotá and where JetBlue had an important presence. And there are big plans for expansion in the near future with Colombia. By offering a “fair fare,” JetBlue is winning over new customers and outbound passenger traffic from Colombia is soaring. Increased frequencies to other U.S and Caribbean destinations are also on the books for 2010. A year which makes history for JetBlue.