JetBlue narrows focus to East Coast leisure as it scrambles for profits

JetBlue is doubling down on leisure travel along the East Coast as its path back to profitability. President Marty St. George, speaking at the Skift Aviation Forum, outlined a strategy centered on routes connecting the Northeast with Florida, Orlando, and the Caribbean. This targeted approach is a key element of JetBlue's JetForward plan, which also includes capacity reductions in underperforming markets and deferrals of aircraft deliveries.

That means the West Coast, where Alaska competes with the Big Four, disappears from the route map and a renewed focus on leisure travel, which may leave business travelers with fewer options, though JetBlue will retain its corporate sales team to serve existing clients.

St. George acknowledged that the airline may not be the ideal choice for those who fly primarily for business. Yet the airline just announced lounges at JFK and Logan. Rather than premium lounges, these may instead be contract revenue centers.

Adding to the airline's challenges are ongoing issues with Pratt & Whitney engines, which have forced JetBlue to ground planes and limit capacity. St. George expressed his dissatisfaction with the engine manufacturer, noting widespread frustration among Pratt & Whitney's airline customers.