CALLING
Our man in America, Chris Sloan, criss-crosses the pond to put JetBlue’s first JFK-London services to the test
LONDON
In mid August, JetBlue fired a shot heard around the aviation world with the official launch of its first service across the North Atlantic to Europe. Nearly two and a half years after announcing its intention to transform the fiercely competitive New York-to-London market, JetBlue Flight 007 – ‘From America with Love’ – touched down at Heathrow. While the other famous 007, super spy James Bond, prefers his cocktails shaken, not stirred, JetBlue (known in industry circles by its IATA moniker B6) aims to do both: shake-up and stir this most high-profile of markets. Consider New York/JFK-to-London/Heathrow the first shot from its golden gun.
The world’s airlines have been severely impacted by COVID-19, and JetBlue is no exception. However, the New York-based low-cost carrier has decided not to waste a crisis – taking the opportunity to reposition itself. Since the pandemic began, B6 has buoyed its network with a variety of new routes that play to its leisure traffic strengths. The firm has also inducted two new aircraft types into its portfolio – the Airbus A321LR and A220; reimagined its groundbreaking Mint product; nearly completed a fleet cabin refresh programme, and embarked on an ambitious partnership, dubbed the Northeast Alliance, with American Airlines.
In April 2019, B6 boldly announced that it would cross the pond, cheekily promoted in adverts as “Bringing Queens to The Queen!” The JFK and Boston focus cities would be the opening salvo for wider European expansion, with London its first step across the ocean. Stansted and Gatwick were the first airports to be seriously considered but COVID opened the gates to Heathrow – the capital’s most sought-after gateway, where pre-crisis slots were going for US$100m. No new US outfit has launched services into Heathrow since Delta rocked up in 2008.
• JetBlue's entry into the transatlantic market has been years in the making AIRTEAMIMAGES.COM/
DANIEL BRENT
• The narrowbody opens up city pairs that might not be profitable with a conventional twin-aisle jet
JETBLUE
A natural disrupter
If successful, JetBlue’s invasion of Europe will be the most audacious in its 21-year history. B6’s intention to serve North Atlantic markets has been in the works for many years and is one of the industry’s worst-kept secrets.
Speaking to Airliner World, JetBlue president, Joanna Geraghty, said: “If you look at what we did with Mint, disrupting that [US] transcontinental market, we think there’s a similar opportunity for Europe.”
The logic, on paper at least, is sound. London is the largest market destination for New York and Boston that JetBlue hasn’t served previously. The airline plans to pull no punches in not only disrupting the fare structure but also raising the bar of service of both network firms and low-cost carriers (LCC): “There is mediocre service in a market effectively controlled by legacy carriers and their massive joint ventures. Alternatively, a handful of low-cost [airlines] have attempted to enter with a no-frills, bare-bones approach to flying, offering little in the way of complimentary amenities or the kind of service that JetBlue has become famous for in the Americas,” observed Geraghty.
• The airline's London route launch featured Spice Girl lookalikes on stilts
• The new route has been made possible thanks to the ‘game-changing’ Airbus A321LR
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