JetBlue has revamped its passenger loyalty programme with what it said are "new perks and more choices" to reward customers who book hotels, rental cars and other non-flight extras.
“Our loyalty program must serve the needs of the JetBlue customer today, many of whom look to us as more than just a way to get from point A to point B,” said Robin Hayes, chief executive officer.
The new system is to allow more customisation for passengers, according to Jayne O'Brien, the carrier's head of marketing and loyalty. "No two travellers are alike", she said, explaining the revised programme, which will feature options such as priority routing through airport security checks and free drinks on board.