JBLU•JBLU•JetBlue unveiled BlueFirst, its first-class product, and says it is key to reaching operating profitability in 2027. The airline expects the product to contribute nearly 5 points in seat revenue improvement; seats are on sale across more than 30 routes, with the first flight scheduled for December.
JetBlue showcased BlueFirst at John F. Kennedy International Airport on Wednesday. Seats are on sale across more than 30 routes, and the inaugural flight is scheduled for December. The airline said an accessible price point for first class could attract travelers as domestic fares climb due to the Iran war.
JetBlue expects BlueFirst to contribute nearly 5 points in seat revenue improvement, particularly in markets with strong premium demand, including Boston and New York. The product offers 2-by-2 seating with additional legroom and recline, seatback screens for ordering food and beverages, and meals and premium snacks on flights longer than about 900 miles. The airline said about 35% of bookings were award redemptions and Mosaic members accounted for nearly a quarter of seats booked.
BlueFirst is part of JetForward, which targets operating profitability in 2027 and positive free cash flow and at least $1 of earnings per share in 2028. JetBlue has about $8.4 billion in debt and finance lease obligations, has not posted an annual profit since 2019, and reported a third-quarter net loss of $257 million, compared with $143 million a year earlier. Its fuel expenses rose 61% in the quarter, while the company said it recovered 87% of that increase through higher fares.
