During the pandemic credit card companies weren’t adding many new customers for travel credit cards. But customers were still cancelling cards, at least at normal rates. (Banks went to great lengths to retain customers and did stop greater levels of cancellations in most cases.)

But without adding customers to the funnel, portfolios shrank. That’s a major reason we’ve seen such big initial bonuses over the past 6-9 months. And we’ve also been seeing cards get refreshed with new benefits, to remain competitive, to better appeal to new customers, and to address customer preferences that have changed.

Product updates have been more common with issuers like Chase and Amex than with Barclays. But Barclays is looking at polishing its JetBlue card, and even considering introducing a more premium JetBlue credit card as well. And while most of the ideas are just copying things others have done (and the less interesting things, at that) there are a few real gems here at least at the ideas stage.

One new feature they’re surveying for a premium card is to have the Barclays JetBlue card give cardmembers stock in the airline each year (perhaps $150 worth).

I had to google the first option. pic.twitter.com/JvNPA6OFEu

— Rakesh Agrawal (@rakeshlobster) February 16, 2022

Here’s a full credit card value proposition that they’re surveying, and I have to say I think it’s strange.

Redeeming points at 1 cent apiece against charges is unimpressive when capped at $300 annually. Earning more at a merchant and in a category of choice helps. An annual companion ticket in Mint would be nice – but limiting that ticket to one way is just bizarre. Is this supposed to be a ticket for someone you want to travel with, or someone you’re trying to get rid of – since you can’t use the benefit to fly them back from the trip?

Credit: JetBlue

Discounts on things like airport parking are potentially interesting, we’ve seen that from Barclays with the AAdvantage card in Philadelphia. Presumably Barclays isn’t going to fund this more broadly, though. It would be a merchant-funded offer instead.