JetBlue used to seem a bit half-hearted about its loyalty program. It was always a bit of a me-too effort, from revenue-based accrual and redemption to a single-tier elite program that doesn’t even offer free extra legroom seats to its top customers.
Now that they’re (1) expanding internationally and (2) in an alliance with American Airlines, using American slots in New York to grow and taking traffic onto their flights from American’s long haul operation, they’re in a whole new ballgame. They’re even relevant to corporate business. And how you treat premium customers matters – more than just inflight in Mint (their business class cabin, which is quite good). So they’re beginning to get serious about an elite program.