Of the many changes in progress in Jetblue Airways, one has captured the attention of the public more than others: the airline is launching its First premium rooms.
The first hall is scheduled to open by the end of the year at Jetblue’s house at Terminal 5 of the John F. Kennedy International Airport (JFK) of Jetblue, which includes the space previously used by the Air Space Hall that closed in 2018. The second debut room at Boston Logan International Airport (BOS) in 2026.
Despite the emotion, the carrier is a mother in details of the new spaces, but a fact revealed: the halls will not resemble Delta Air Lines’ Delta Sky Club or The Carrier’s Posh new delta one lounge In terminal 4 in JFK.
“We are not going to succeed by imitating Delta,” said Jetblue President Marty St. George Update of $ 100 million to Terminal 5. “We just need to be the best Jetblue we can be.”
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That, in itself, that is. Delta is de facto premium airline in the United States, and many competitors, particularly United Airlines, actively seek the success of the Atlanta headquarters.
Even Jetblue, in turn towards a more premium offer, is copying aspects of Delta’s success at the top of the market. There is the new National Product of First Class in process and New credit card agreement This aims to close part of the gap to Delta to monetize loyalty.
Even so, when it comes to rooms, San Jorge is clear: “We don’t want to do anything that Delta does.”
However, if you ask something else about the next rooms, he remains silent.
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‘Time for change’ in terminal 5
Terminal 5 in JFK was the height of the traveler’s convenience when it opened almost two decades ago.
Its great security control point was specifically designed for security requirements after 9/11. He 22 concessions Registered tribute to New York, and some were even advanced positions of popular local joints. In a technology movement, travelers could even ask for food and have it Delivered to your door. The future had arrived.
Compared to most other terminals in JFK at that time, not to mention those of the Laguardia Airport (LGA): the new brilliant installation reinforced the image of Jetblue as the young, modern and friendly airline with the client in the New York area.
Quick advance until today and Jetblue (as well as the market in general) is very different. The airline celebrated his centenary room Last month, and is located as the seventh largest American carrier for seats, according to the programming data of the Cirium aviation analysis firm. It is no longer a hip airline, and faces many of the same challenges as other largest inherited carriers, from high costs to more agile and younger competitors.
At the same time, the New York Port Authority and New Jersey have headed a great glamor of New York airports in the last 20 years. Laguardia B and C terminals are completely new. Newark Liberty International Airport (EWR) has a New Terminal A. JFK is coming Two new international terminals In addition to the expansion and updates of Terminal 4 that occurred in the last decade.
Terminal 5, once the epitome of the modern terminal is not necessarily outdated, shows its age compared to its contemporaries. Therefore, the concession -centered update revealed Thursday for a lot of fanfare next to doors 14 and 15.
“It is a 15 -year -old building and, frankly, you look at other buildings in the ecosystem of the Port Authority and it’s time to change,” said St. George.
At the end of 2026, Terminal 5 will add around 40 new dealers, including advanced positions of Eataly and Shake Shack. The central area, or “Tribuna” area, as described by St. George, will win a new Parklet inspired by New York.
The new concessions are for generation Z
San Jorge is clear: the existing concessions in terminal 5 are not the problem. He likes even if some (such as Dunkin Duuts and Starbucks lonely advances) tend to be overcrowded during the morning when Jetblue has a lot of departures.
The additions of food and drink really try to meet tomorrow’s traveler, he explained.
“We do the customer’s research and, one thing we hear from customers, especially the customers of the Z generation, is that the lack of change is really bad,” said St. George. “Even yes [the concessions are] In the best conditions in the world, if it is something you see for 10 years, it is like ‘ok, what follows’ “.
“I think the world has changed a little. People of my age might not feel the same, but the future of Jetblue’s client base really appreciates that,” he continued.
Sabine Trenk – CEO of Fraport USA, which operates terminal 5 for Jetblue and the Port Authority, said “really well received” travelers. That translates into high satisfaction scores and, more importantly for Fraport and the airport, higher income and sales figures.
“We are looking for these little glitters that we can put in the one that believes that emotion, that uniqueness,” he said.
Other local names that arrive at Terminal 5 include Birch Coffee, The Halal Guys, Jacob’s Pickles and Leon’s Bars.
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The food and drink space in terminal 5 will double
When terminal 5 opened in 2008, it had 22 food and drink concessions, Jetblue’s Launch at that time fixed.
The last update is to add more than 40 in addition to what is already there (some of those 22 originals have closed or changed hands). Even the advanced Dunkin and Starbucks positions often overpoblated are receiving expansions.
The numbers are impressive, especially considering that the work does not imply any important expansion of Terminal 5. The 53,000 square feet of commercial space in the building today, at the end of next year, will grow to 100,000 square feet, Trenk said.
Why is San Jorge excited? Jacob picks.
Improvements in a budget
“We are not going to make an investment of $ 2 billion like the airlines that have high rates,” said St. George. “We are still fundamentally a low rate airline, we always want to be a low rate airline, we are not changing the footprint of the entire building drastically, but we are using the space much, much better and with a better customer experience.”
Jetblue and its partners, Fraport and the Port Authority, are investing around $ 100 million in the updates of Terminal 5. That is compared to the billions of dollars spent in the new terminals in Laguardia and Newark. New 1 and 6 terminals are expected to cost more than $ 19 billion.
San Jorge emphasized that terminal 5 is, and will remain, an “economically efficient building” for Jetblue.
That is why, apart from the concessions, the other additions to terminal 5 are mostly cosmetic. Representations show the new parklet with trees and vegetation in pots dotted with blue lampostines similar to those seen in New York City. It looks pleasant but it is not a dramatic addition like the Green Wall at the Changi airport in Singapore (sin).
The plans also require the addition of about 30 new works of art of local artists.
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