JetBlue Airways seems to be making some preparations to announce service across the Atlantic as soon as Wednesday. The move is an expansion that the New York-based carrier considers as an opportunity to undercut its entrenched rivals with its cheaper business-class service.
According to a company invitation, The low-cost airline is set to hold an “all hands” meeting with some employees at John F. Kennedy Airport along with “viewing parties” at its hubs around the United States of America on Wednesday afternoon. A save-the-date email announcing the event that is scheduled for the 10th of April featured a background pattern that is similar to upholstery on the subway of London. According to one employee, buttons featuring the logo of JetBlue and iconic London sights of the London Eye and Big Ben were sent to the offices of JetBlue.
JetBlue may be adding service to London, however, its plans could include other routes to other cities in Europe from its Boston and New York hubs.
JetBlue refused to confirm whether it would make an announcement on Wednesday, however, in a statement, it disclosed: “Potential routes to Europe could provide us an opportunity to grow our focus cities of Boston and New York as we consider the best use of our aircraft from a margin perspective in those cities.”
The move would pit the low-cost carrier against huge international airlines such as United, American, Delta, their European partners who dominate trans-Atlantic travel. An essential part of the strategy of JetBlue in serving Europe would be its popular Mint business class, which features lie-flat seats and some suites that have sliding doors as well as premium meals.
Last September, the president and COO of JetBlue, Joanna Geraghty, stated: “When we think about trans-Atlantic, we do think we can disrupt largely around a Mint-like product because we’ve been so successful on flying to the West Coast with Mint.”
In a statement that was released by JetBlue today, it stated: “The trans-Atlantic market, “especially in the premium category, suffers from the same lack of competition and high fares that [transcontinental] routes in the U.S. saw before JetBlue introduced Mint.”