Pros and Cons of JetBlue’s Possible European Expansion
Photo Credit: JetBlue will announce its decision later this year on whether to add an airplane capable of flying to Europe. If it does fly to Europe, the airline is betting it can disrupt pricing with its Mint business class. JetBlue Airways
Skift Take
JetBlue's proposal to fly to Europe isn't a bet-the-company idea. But it's important, and the airline wants to get it right. It's no surprise the airline has been studying transatlantic flights for several years. This year, it expects to finally make a decision.
After teasing customers about flying to Europe for several years, JetBlue Airways will finally make a decision this year, when it will inform Airbus whether it wants a long-range version of the A321 aircraft it already flies.
JetBlue has loyalists in New York and New England who desperately want it to expand to Europe. They suspect JetBlue would disrupt the market as it has the United States with its premium transcontinental flights. In 2014, JetBlue introduced its Mint business class for longer domestic routes, forcing the competition to improve its product and drop fares.
But the decision is not so obvious. JetBlue's competition learned lessons from the domestic expansion, and established airlines on both sides of the Atlantic likely will be ruthless in trying to neutralize it. Plus, the airline might have trouble gaining slots at key airports, such as London Heathrow.
It's possible JetBlue has already decided, and just hasn't announced. But it's also possible the airline is
