JetBlue Takes on Other Airlines’ Loyalty Programs With Its TrueBlue Match Offer

JetBlue, the New York-based low cost air carrier, today announced a status-match promotion aimed at members of competing carriers’ loyalty programs.

Members holding higher-tiered status in Alaska, American, Delta, Southwest, United and US Airways can now sign up for equal status on JetBlue that’s good through the duration of 2014. That elite “Mosiac” status can be extended until the end of 2015 with further “challenge” qualifying flights. Full details can be found on JetBlue’s promotion page.

Separately, the airline also extended the challenge to the current non-elite community including their own TrueBlue members.

Applications from both elite and non-elite passengers need to be reviewed internally by JetBlue, and it’s likely that the volume of entries approved from the non-elite ranks is based on how many elite passengers apply. In either case, a TrueBlue loyalty number is required, and elite passengers from other loyalty programs will have to provide proof of their status. A flow chart of the process provided by JetBlue lays out the pathway to Mosaic status.

Members of JetBlue’s Mosiac tier earn a variety of perks including a dedicated phone line and free checked bags. Typically, status is earned by either flying 30 segments and earning 12,000 points or by earning 15,000 points alone. Like in Delta’s new SkyMiles program, JetBlue’s TrueBlue members earn points based on how much they spend on a ticket, not by how far they fly. Earned points can be used to book free flights on the carrier or to upgrade a variety of experiences on each trip.

JetBlue’s status match program runs through April 18th. Through the effort, the carrier is ratcheting up competition for business travelers, particularly in busy markets such as Los Angeles and New York City where Delta and American have strong presences.

Delta’s recent moves to eviscerate their SkyMiles program have created legions of unhappy travelers among their ranks, and properly incentivized, many are eager to move to a competing carrier. Between the status match programs and the new business class product on JetBlue, this may now be a good reason to shift their business.