JetBlue introduces TrueBlue Mosaic program

Yesterday I shared the details of Virgin America’s new Elevate elite program, which I was pretty impressed by for a low cost carrier.

Well, it seems they’re not the only low cost carrier to roll out a recognition program for their most frequent flyers this week, as JetBlue has unveiled the details of their TrueBlue Mosaic program.

The program will roll out in the fall, and TrueBlue members that have earned 15,000 base points (which equates to $5,000 of spend) OR flown 30 segments and earned 12,000 base points (which equates to $4,000 of spend) will be invited.

The benefits are as follows:

  • Free second checked bag for everyone flying on the member’s reservation
  • Free Even More Speed, providing expedited security at 36 airports for everyone flying on the member’s reservation
  • Early boarding with early access to overhead bin space for everyone flying on the member’s reservation
  • Ability to use TrueBlue points to purchase Even More Space seats for extra legroom
  • Access to a dedicated 24/7 customer service line
  • Three Bonus TrueBlue points per dollar spent for a total of nine points per dollar when booking on jetblue.com

They’re also offering an introductory gift of six free upgrades to JetBlue’s Even More Space seats for TrueBlue members earning Mosaic in 2012. It’s not clear to me whether this will be a benefit every year, or if it’s only an introductory benefit for the first year.

I think they’re playing more catch up than innovating here, and frankly the program doesn’t seem especially generous. I don’t think it would have been unreasonable to offer unlimited Even More Space upgrades, given that they don’t have a first class cabin and Mosaic isn’t especially easy to earn.

So while I think Virgin America’s new program is a bit more generous, the end result is the same, in my opinion. I don’t see these programs generating much new/incremental business since the legacies are still more generous, though it’s a nice gesture for existing, loyal members.

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