JetBlue will be launching a new premium class next summer, according to USA Today.
The new service will only be available on flights between New York and San Francisco, as well as New York and Los Angeles. It will be called "Mint," and will feature lie-flat seats, a tapas-style menu, as well as customized amenity kits.
The first flight under the new program will take off from JFK Airport in New York on June 15, 2014, bound for Los Angeles International Airport.
The new premium class will be unveiled on Monday, and will give the carrier the opportunity to get higher fares and to participate in the current battle among U.S. carriers to see how high they can push fares and still attract passengers to pay them at the last minute, specifically for fares from New York to Los Angeles and New york to San Francisco.
"It's almost like a nuclear arms race on these two routes," Jami Counter, a senior director of SeatGuru, a website that offers information and reviews on airline seats, services and amenities, aimed at helping passengers have the most comfortable trip. "In the last year, one carrier keeps outdoing the other carrier."
The official announcement came Monday, but past announcements have hinted at the change.
"This is seismic because now, admittedly only on the transcontinental routes...JetBlue is saying some passengers are going to be more important than others," Henry Hartveldt, a travel analyst with Hudson Crossing, told USA Today. "This move is not one that comes with guaranteed success, nor is it one that comes without risk to the brand.
"There is a chance that some customers may look at this and say JetBlue is selling out," Hartveldt continued.
Dave Barger, the CEO of JetBlue, said that this move is essential for the airline to compete with others in the industry. He also emphasized that with an upgrade to coach seats, no passengers will be left behind in the change.
"The reason we're doing this is our travelers were migrating over to America, over to United, over to Delta, over to Virgin America - who had a premium experience," Barger said. "As we put forward a premium experience, it can't be at the expense of our current customer.
"And I think that's what's going to be really different from what we're seeing across the rest of the industry," Barger said.
This article is copyrighted by Travelers Today, the travel news leader
