New Wrinkle to JetBlue’s Loyalty Program

JetBlue Airways has launched a year-long campaign focused on driving membership and raising awareness of the benefits and enhancements of TrueBlue, the airline’s newly revamped customer loyalty program, and the program distinguishes itself in a number of ways that agents should be aware of, including a limited time triple points promotion for certain routes.

Entitled “Be True,” the campaign essentially redesigns the low-cost carrier’s eight-year-old customer-loyalty program based on “what customers want, [and that’s] every seat on every flight available for travel- – [without] blackout dates- allowing customers to redeem rewards whenever they want to travel,” explained JetBlue director of loyalty marketing and partnerships Dave Canty.

“We have designed our rewards program [to be] open, honest and real,” Canty said: “This transparent and flexible new program is richer and more rewarding for members, who can earn one-way awards flights starting at just 5,000 points.”

A spokesperson for the airline noted, “While the program’s roughly 8-million members earn award travel by being booked for leisure as well as business purposes, based on the routes being selected (for reward redemption), we’ve found that primarily those are being booked for leisure.”

There are a host of ways TrueBlue members can pile up points, including through the use of an American Express Card (via the Membership Rewards program), and via business done with program partners Hilton and Hertz, it was pointed out. Plus, customers who register for a special triple blue promotion and purchase a new reservation and travel to and from JFK/BOS/LAX before Oct. 31 to and from BOS/ORD befoe August 31, can earn Triple TrueBlue points.Plus, TrueBlue participants can earn 300 TrueBlue points per segment in which a pet fee is paid. (Use the SSR code.)

TrueBlue customers also have access to faster and easier booking and advance notice of special promotions and fare sales. Another plus: TrueBlue points will not expire as long as a member travels on at least one paid JetBlue flight or makes a qualifying purchase with a JetBlue Card from American Express within 12 months of their last TrueBlue transaction.