JetBlue Airways’ (NASDAQ:JBLU) next challenge in its partnership with American Airlines (NASDAQ:AAL) is making sure travelers know whose plane they will be on.
JetBlue is revamping its website to more clearly call out services it offers, like free Wi-Fi and snacks, or its business class, Mint, for jointly sold flights, JetBlue’s President and Chief Operating Officer Joanna Geraghty said in an interview this week.
"Transparency eliminates confusion," Geraghty said. "It makes people feel comfortable if they know what they’re getting when they arrive, and it also enables us to talk about our great product offerings and enables American to talk about theirs."
The New York-based carrier shook up U.S. airline service when it debuted in February 2000, offering seat-back screens with satellite TV, and has since offered its Mint business class at a lower price than competitors as well as more legroom than rivals. Competitors like United Airlines (NASDAQ:UAL) are in the process of making multibillion-dollar investments to improve customer amenities.
American and JetBlue launched the Northeast Alliance in February, a partnership that allows the carriers to sell tickets on each other’s planes and coordinate schedules in the region.
While JetBlue has grown rapidly over two decades, it remains small compared with big network carriers.
The airlines’ executives say the agreement helps them better compete with major rivals United and Delta Air Lines (NYSE:DAL) in usually congested airports in Boston and the New York City area.
JBLU shares picked up 62 cents, 4.1%, to $15.91, while American shares got altitude $2.47, or 5.2%, to $50.04.
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