JetBlue Airways is adding yet another type of premium seating option in a bid to boost profitability.
The New York-based carrier announced Thursday what it’s calling the EvenMore experience — a refreshed type of extra-legroom seat at the front of its economy cabins.
The EvenMore experience is now available during the booking process and will be available on all jets (except the soon-to-be-retired Embraer E190s) beginning Tuesday.
Travelers who purchase an EvenMore fare will enjoy a slew of perks during the travel experience, starting with priority security and early boarding. Once on board, travelers will be seated in extra-legroom seats (with up to 38 inches of pitch) and enjoy up to three free alcoholic drinks, an exclusive snack option (Tiny Tate’s chocolate chip cookies) and dedicated overhead bin space.
EvenMore flyers will also receive complimentary wired headphones.
Essentially, JetBlue is rebranding the existing Even More Space seats at the front of the aircraft as EvenMore (and presumably charging even more for those seats, too). A quick check of the current fare options shows that JetBlue isn’t charging an additional buy-up for EvenMore seats just yet, though that’ll probably be enabled shortly.
The EvenMore cabin will be at the front of the economy section. The seats that were previously marketed as Even More Space and were located mid-aircraft, overwing or designated as exit-row seats will be rebranded as “extra legroom.” These seats won’t confer any of the additional benefits of the EvenMore experience, except for a few extra inches of pitch.
JetBlue’s Mosaic elite members will have access to EvenMore at no additional charge. Mosaic 1 members can select these seats during check-in, while higher-tier elite members can pick EvenMore seats during booking. (Note that basic economy tickets will not be eligible for free EvenMore upgrades starting March 1.)
The rebranded “extra-legroom” seats will be available for free for all Mosaic members across all fares.
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Right now, EvenMore is available during booking exclusively for travelers who purchase their tickets on JetBlue’s website. Those who book on third-party websites and those who opt for a regular JetBlue fare can add EvenMore after purchase. Note that you can’t currently redeem TrueBlue points or travel credit for EvenMore, but that will be enabled later this year.
With this rebranding, JetBlue will now offer a whopping five different onboard experiences, further extracting as much revenue as possible from each customer.
The JetBlue seating hierarchy will become:
- Mint (lie-flat business class)
- EvenMore (extra-legroom economy with added perks)
- Extra-legroom seats (mid-aircraft and exit row with added pitch)
- Core preferred (standard economy seats in more favorable locations)
- Core (regular economy)
This move is JetBlue’s latest attempt to get back to profitability, and it largely mimics how Delta Air Lines markets its economy cabins. Delta is unique among the “Big Three” U.S. airlines in that it offers Comfort+ extra-legroom seats as an entirely separate cabin product during the booking process. Comfort+ seats also confer additional perks on board (elevated snacks and drinks), so it’s interesting to see JetBlue trying to move upmarket here and chase as much premium demand as possible.
In fact, JetBlue will also launch a domestic first-class recliner product in the coming months — yet another attempt to join the premium bandwagon that Delta (and United Airlines) have been talking about in recent years.
“It’s no secret that customers increasingly value unique experiences, so we’re bringing together great service and affordable fares into a competitive, elevated travel option. Building on the success of Even More Space, the new EvenMore offers new amenities that our customers will love, in addition to the extra legroom they enjoy today,” JetBlue President Marty St. George said in a statement.
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