A long-standing partnership is drawing to a close as JetBlue Airways prepares to end its loyalty agreement with JSX, a public charter carrier. TrueBlue members will have until February 28th to apply their points towards JSX bookings, marking the end of a nearly decade-long collaboration.
JetBlue framed the change as a natural evolution, highlighting a growing network of partner airlines offering TrueBlue members expanded opportunities to earn and redeem points. The airline expressed gratitude for customer loyalty and understanding during this transition.
Despite the end of the loyalty partnership, JetBlue maintains a financial stake in JSX, retaining its equity investment and continuing to have a representative on the carrier’s board of directors. This suggests a continued, albeit altered, relationship between the two companies.
The shift reflects evolving strategies at both JetBlue and JSX. JetBlue is intensely focused on its “JetForward” plan, a comprehensive effort to restore profitability through initiatives like new lounges and enhanced cabin experiences.
JSX, meanwhile, is prioritizing independent growth and the development of its own loyalty program, Club JSX. The carrier recently introduced its first turboprop aircraft and is actively expanding its route network.
JSX CEO Alex Wilcox emphasized the benefits of Club JSX, noting that earning 5% back on fares as future travel credits is a more compelling incentive than traditional airline miles. This strategy aims to foster customer loyalty directly with JSX.
The airline believes encouraging even a single additional flight segment per year from customers choosing Club JSX over competitor programs will significantly boost its financial performance. This focus on direct loyalty is a key component of JSX’s growth strategy.
JSX already has an existing loyalty partnership with United Airlines’ MileagePlus program, demonstrating a willingness to collaborate while simultaneously building its own independent rewards system. This dual approach allows JSX to cater to a broader range of travelers.
The move signals a broader trend within the airline industry, where carriers are increasingly focused on strengthening direct relationships with customers and maximizing the value of each passenger through tailored loyalty programs.
