The arrival of JetBlue on major European airports marks much more than the addition of a new code on thetransatlantic axis. With a historya philosophya positioning The New York-based airline wants to change the game. Having patiently built up a strategy and a network in the Americas, the time has come for the carrier to breathe new life into its strategy. values and its state of mind on the Old Continent. As it celebrates its 21st anniversary - as a symbol - the company millennial has set out to conquer Londonbefore adding Paris and Amsterdam to its catalogue, and in the meantime Dublin and Edinburgh. These are just some of the destinations that are discovering a new approach to air travel, a positioning that stands out in a hitherto (too) well-established air travel landscape.
On a transatlantic route that until now has been shared by traditional carriers, despite a few incursions by low-cost players, JetBlue intends to carve out an alternative route. That of a a young company with recognised experiencethe right balance between service and the price. Against the trend of carriers that have given in to the siren song of ancillary charges - the ever-increasing number of options that have replaced the all-inclusive package - the company still advocates a certain vision of on-board service. And a different concept of à la carte service... Being able to put together your own menu just like in a restaurant, or nibbling on snacks throughout the flight, chatting on WhatsApp or downloading a WeTransfer: whatever the traveller's needs, comfort is not optional...
This notion of service is the JetBlue flight crew who is its ambassador every day. And because with great power comes great responsibility, before launching between New York and Paris, the company is emphasising its training and its selection. Transatlantic flights are therefore the final step for crews, who must first have gained experience on the domestic network - by Core then in Mint® - just like the history of the company itself. The company's demands on its teams also rhyme with kindness : JetBlue has been able to build its employer brand image on a inclusive policyThe aim is to make the most of everyone's differences and integrate them into a common project.
"Bring humanity back to air travel"This is the credo of JetBluewhich has taken on a positioning that is out of step with the competitive environment, and values strong. Clearly: maintain thehuman and the service at the heart of its approach. Against a backdrop of rising fares and a deteriorating offer, the airline has even made its Core class the cornerstone of its value proposition, with the promise of an all-inclusive, all-comfort trip and a personalised service to suit every need and every budget. JetBlue has turned this bold strategy, this subtle balance based on individual expectations, into a signature that is already making a name for itself. a new transatlantic player a reference company for French travellers.
