JetBlue Shifts Network Strategy, Teases New Transatlantic Routes

JetBlue continues to tinker with its route network as it tries to return to profitability, with the latest changes including a surprising retreat from Seattle and more transatlantic reductions. However, the carrier has teased new routes will be announced soon.

Network Shakeup: JetBlue Ends Underperforming International And Domestic Routes, Hints At New Routes

It’s hard to blame JetBlue for all the shuffling to its route network that we’ve seen over the last several months: in a time in which some carriers are enjoying record profitability and stock performance, JetBlue remains unprofitable and mired in a quagmire worsened by a questionable juridical ruling blocking a merger with Spirit Airlines.

JetBlue Modifies Transatlantic Network

Earlier this year, JetBlue announced it would limit winter capacity to Europe, citing profitability concerns. It says this strategy is working and “is really helping us improve the performance of this part of our network.” Now JetBlue is reducing summer capacity is well:

New York (JFK) – London Gatwick (LGW) will not return
Second daily summer-only JFK – Paris (CDG) flight will not return

JetBlue says both flights “didn’t meet our financial expectations.” However, JetBlue will continue to fly to London Gatwick from Boston (BOS) and will operate once-daily service to Paris from both Boston and New York. All flights are year-round.

JetBlue also teased multiple new transatlantic routes to be announced in the coming days:

“We’re excited to have some new transatlantic offerings to announce next week!”

JetBlue currently serves Amsterdam, Edinburgh, Dublin, London, and Paris. My guess would be new service to Rome or Milan and to Madrid or Barcelona, since JetBlue seems to be targeting traditionally safe transatlantic routes.

JetBlue Domestic Reductions, Including A Surprising Retreat From Seattle

In addition to the transatlantic changes, JetBlue announced a domestic shuffle, including:

Suspension of service to San Jose, California (SJC)
Suspension of the following routes:

New York (JFK)

Austin (AUS)
Houston (IAH)
Miami (MIA)
Milwaukee (MKE)

Fort Lauderdale (FLL) ⇄ Jacksonville (JAX)
Westchester (HPN) ⇄ Charleston (CHS)

In speaking about why a route like Miami – New York no longer worked, JetBule balmed compeittion from American Airlines and Delta Air Lines:

“Florida remains a strong geography for JetBlue, however post-COVID we haven’t been profitable in Miami due to the dominance of legacy carriers like American and Delta there. In particular, our flying between New York and Miami continues to be unprofitable and we are seeing larger legacy competitors consistently outperform us on that route. As we reduce flying in Miami, we’ll focus on other popular Florida destinations and our focus city in Fort Lauderdale, where our flying has a better chance to achieve profitability. We know this is disappointing and we hoped Miami would be a stronger airport for us, however with limited aircraft availability we must place our planes on routes that set us up for success.”

JetBlue will also shift the following year-round routes to seasonal service only:

Boston (BOS)

Grenada (GND)
Phoenix (PHX)

New York (JFK) ⇄ Tulum (TQO)

Finally, JetBlue will eliminate MINT (business class) service to Seattle (SEA), saying “it has underperformed other markets.”

I’m shocked that JetBlue could not make a premium cabin work from Boston (BOS) or New York (JFK) to Seattle, but at least JetBlue will continue service in an all-economy-class (what JetBlue calls “Core”) aircraft.

CONCLUSION

It appears to me that JetBlue is taking seriously its lack of profitability and making the adjustments necessary to return to profitability. The lack of aircraft is a more structural concern and this latest shuffle may not help, but the status quo was not working and I applaud JetBlue for tyring to find the right route netowrk to maximize profits. I’m a big fan of the JetBlue model (extra legroom, free wi-fi) and hope it finds success in 2025 and beyond.