JetBlue Adds New Fee for Better-Located Seats

JetBlue is adding a new seat fee for aisle and window seats in better locations throughout the plane.

Passengers flying JetBlue will now have the option to choose an aisle or window seat in the exit row, or closer to the front of the plane, for a fee somewhere between $10 and $50 or so, according to TPG. JetBlue is dubbing the new option “Core Preferred” seats.

JetBlue is just starting to roll the fee out this week as the airline aims for better profitability.

The fee does not get passengers more legroom (they would have to opt for JetBlue’s Even More Space option for that), nor does it get them any perks like early boarding. The fee is simply for better seat location, behind Mint and Even More Space seats, that would allow them to deplane quicker than those farther behind in the plane.

JetBlue is not the only carrier doing this—American Airlines, Delta Air Lines, and United Airlines all charge for preferred seats in better locations.

JetBlue cited profitability as the motivation behind Core Preferred. New CEO Joanna Geraghty said during the company’s latest earnings conference call that the team at JetBlue is looking to take “aggressive action to get back to profitability and intensify our focus on delivering value for our shareholders.”

Of Preferred Seating, Geraghty said it “provides customers with the option to select more desirable seats closer to the front of the aircraft” and “gives us another way to reward our most loyal mosaic customers who will get this additional benefit for free.”

Geraghty also added that other seat classes could come in the future.

“We think there are potentially additional product offerings we could introduce that tap into a broader spectrum of customers,” she said.