JetBlue revamps fare structure ahead of domestic first-class launch

JetBlue Airways (NASDAQ: JBLU) is updating its flight booking system to organize fare options around four distinct onboard experiences, a change the airline says will roll out in the coming days.

Under the new structure, customers will first select from one of four cabin experiences — Main, EvenMore, BlueFirst, or Mint — and then choose from up to three fare tiers within that experience: Base, Standard, or Flex. Base fares offer the lowest price but exclude seat selection. Standard fares include seat selection and no change fees. Flex fares add full refundability to the original payment method.

As part of the restructuring, JetBlue's existing Core cabin will be renamed Main. Base fares will not be available in the Mint cabin.

The updated booking flow also introduces BlueFirst, a domestic first-class product set to begin rolling out later this year on non-Mint aircraft and routes. Additional details on BlueFirst seating and fares are expected to be released later this year.

"In two simple clicks, customers will be able to book what's right for them," said Marty St. George, president of JetBlue. "First, the onboard experience, and then the fare option depending on their preferences around seat selection and refundability."

JetBlue said customers who have already booked travel will retain the benefits associated with their original fare purchase. TrueBlue Mosaic members and JetBlue cardholders will continue to receive their existing benefits under the new structure.

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