One of the major domestic airlines (and one that’s set to get even larger should its proposed acquisition of Spirit go through) is revamping its loyalty program. This week, JetBlue announced a number of changes to its rewards program, including the benefits that frequent travelers can receive.
First, the TrueBlue program including Mosiac status will now be measured in Tiles. For every $100 spent on qualifying JetBlue purchases, customers will earn 1 Tile. Additionally, those with JetBlue co-branded credit cards will earn 1 Tile for every $1,000 spent on the card. The Tile-earning period will run from January 1st through December 31st of each year. These Tiles will accumulate, allowing flyers to earn Mosaic status and — oh… I get it, now. Clever, JetBlue.
Anyway, nomenclature appreciation aside, one of the most interesting elements of the updated TrueBlue program is that it allows flyers to earn rewards even before reaching Mosaic status. When customers reach 10 tiles, they’ll be able to choose one benefit from a list of “Perks You Pick.” They’ll then be able to choose another perk at subsequent 10 Tile milestones. Then, at 50 tiles, they’ll have achieved Mosaic 1 status. The Perks You Pick options include:
- Early boarding (Group B boarding excluding Blue Basic fares).
- Priority security (Where available)
- An alcoholic drink (Must be 21+)
- Bonus of 2x points bonus on a JetBlue Vacations package (One-time use)
- 5,000 bonus points
Speaking of Mosaic status, there will be four tiers of status. Sadly, these names aren’t quite as fun: Mosaic Level 1 (50 Tiles), Mosaic Level 2 (100 Tiles), Mosaic Level 3 (150 Tiles), and Mosaic Level 4 (250 Tiles). Naturally, these tiers will come with a suite of benefits — including Mosaic Boarding, the first two checked bags free, complimentary upgrades, and much more. Plus, when customers cross into a new Mosiac tier, they’ll have their own list of Perks You Pick to choose from. Some of these include a FoundersCard Blue Membership, a $99 statement credit on select JetBlue cards, a 20-Tile bonus to help them hit the next tier sooner, and more.
Honestly, as someone who has yet to fly JetBlue, I can’t really speak to how impactful these TrueBlue updates are. However, I do think it’s interesting that the airline is offering perks to loyal customers who may be on the more casual side of the travel spectrum. This reminds me a bit of Allegiant’s Allways Rewards in that it appeals to less-than-frequent travelers… except that the Allways program purely offers savings, while TrueBlue gives these flyers a taste of elite status life. Personally, I wouldn’t be surprised if this strategy leads to more loyal travelers as they will want to seek out more of these perks after getting a glimpse into that world. Of course, if you are a JetBlue fan, I’d love to hear your thoughts on these changes — so feel free to tweet me @moneyat30 or comment below!