NEW YORK, Aug. 4 /PRNewswire-FirstCall/ -- JetBlue Airways (Nasdaq: JBLU) set out to bring humanity back to air travel when it launched service nearly a decade ago, and this fall the airline plans to bring a bit of sanity back to the business of frequent flier programs with a complete revamp of TrueBlue, its customer loyalty program.
The new program is scheduled to launch Sept. 28, 2009, and makes TrueBlue more rewarding, more flexible, and more valuable for the airline's jetters - whether they're road warriors or occasional travelers. It also turns the traditional frequent flier model on its tail by changing the way points are earned and redeemed.
Points in the redesigned TrueBlue program will be based on dollars spent with JetBlue, instead of flight length. Customers will be rewarded with three TrueBlue points for every eligible dollar they spend with JetBlue, plus double points (six per dollar) will be awarded for purchases made through www.jetblue.com (a). Customers can also continue to accrue points by using the JetBlue Card from American Express: every $1 of eligible spending will equal 1 TrueBlue point, as well as double points for purchases made at www.jetblue.com.
Customers will also enjoy bonus points after reaching specific thresholds in TrueBlue. The "Go Big Bonus" offers customers more points the more they jet:
A "Go Long Bonus" will offer customers who jet on ten one-way long-haul flights (2,000 miles in distance or longer, the equivalent of only 5 transcontinental roundtrips) within a year a whopping 10,000 bonus points -- enough for a roundtrip award flight (b). Example of eligible "Go Long" routes include Boston to Los Angeles or San Francisco; Long Beach, Calif. to Fort Lauderdale, Fla., or Washington, D.C.; and New York to Barbados or Saint Lucia.
In an industry reversal, JetBlue will make every seat on every flight available for TrueBlue redemption (c). Just as regular fares vary, the points required for a TrueBlue award flight will also vary according to the specific flight chosen and factors including the destination, day of the week, season, and advance booking window, making TrueBlue points currency you can use to "buy" your award flight.
One-way award flights will be available starting at a mere 5,000 points and will increase in increments of 100 points based on the above factors. As an added bonus, there are no blackout dates when redeeming TrueBlue awards (c).
"Frequent flier memberships are commonplace these days, but they're frequently a point of frustration," said Dave Canty, JetBlue's director of loyalty marketing. "Airlines have made miles easy to earn but not always easy to use. At JetBlue, we knew there had to be a better way to reward loyalty. That's why we're thrilled to launch a completely redesigned TrueBlue that makes points just as easy to redeem as they are to accrue. It's just another way JetBlue is continuing to work hard to be the most customer-friendly airline in the Americas."
TrueBlue points will not expire as long as a customer takes at least one paid JetBlue flight or makes a qualifying purchase with a JetBlue Card from American Express within 12 months of their last TrueBlue transaction (either a qualifying flight or JetBlue Card transaction).
Current TrueBlue customers will be moved seamlessly to the redesigned program in September, and all existing points and awards will remain valid through their indicated expiration date. To enroll in TrueBlue or to learn more about the program, visit www.jetblue.com/trueblue/newprogram.
JetBlue will continue improving the TrueBlue program, including introducing enhancements throughout the fall that will make the program richer and even more rewarding, including hotel, car and retail partners.
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