JetBlue Revamps TrueBlue Loyalty Program

Transportation

The carrier also set a new emissions-reduction target.

JetBlue has redesigned its TrueBlue loyalty program, offering new perks and choices that will go live in spring 2023, the carrier announced Wednesday. 

"Tiles" will be the new way to track and measure progress toward Mosaic status, and customizable "Perks You Pick" for the first time will be available to TrueBlue members even without Mosaic status, according to the carrier. 

Tiles will be accumulated with combined travel spend and credit card spend. One tile will be awarded for every $100 in qualifying JetBlue spend, including not just JetBlue flights but also American Airlines-operated flights. In addition, one tile will be awarded for every $1,000 in qualifying spend on all JetBlue credit cards.

Members can choose their first perk with 10 tiles and will earn more options with each additional 10 tiles reached up to 50. Perks include early boarding, priority security lanes, an alcoholic drink, a JetBlue Vacations bonus and a 5,000-point bonus. 

Elite status now will have four levels, Mosaic 1 through 4, with the required number of tiles needed per tier ranging from 50 to 250. Each level comes with district benefits, and members who move up to a new level can pick a Mosaic Signature Perk.

For the transition to the updated program, JetBlue will retire Mosaic-qualifying points and segments, and TrueBlue members will see how many tiles they have based on how much they've already spent in 2023, according to the carrier. Mosaic members will be assigned a Mosaic level based on how much they spent in 2022 or how much they spent in 2023, whichever is greater.

New Sustainability Targets

The loyalty program changes come one day after JetBlue announced a new sustainability goal of reducing Scope 1 and 3 greenhouse gas emissions related to jet fuel by 50 percent per revenue tonne kilometer by 2035 compared with 2019 as its base year. The target has been approved by the Science Based Targets initiative, according to the carrier. JetBlue will continue to reach net-zero carbon emissions by 2040.

To meet these goals, JetBlue said it would increase its investments in lower-carbon solutions within its operation and will "evaluate future sustainability investments with its science-based target in mind." These include using a more fuel-efficient fleet, converting 40 percent of its three most common ground service vehicles to electric by 2025 and 50 percent by 2030, and transitioning to more usage of sustainable aviation fuel.

JetBlue also will end its voluntary carbon offsetting of domestic flights and replace it with operational investments that align with its target, as well as "evolve its offsetting strategy" to support primarily nature-based projects in and around the destinations the airline serves.