JetBlue's TrueBlue BooBoo

New program is big on simplicity, small on rewards.

June 19, 2002 - Just when it seemed that JetBlue could do no wrong, the New York-based discount carrier has made an embarrassing misstep. Its newly launched frequent flyer program, TrueBlue, is a clunker.

The pre-launch buzz had us industry-watchers all a-titter.

This program would be different, built from the ground up. Like the airline itself, TrueBlue would be quirky but fervently customer-focused. And the name, TrueBlue, was a hands-down winner, portending great things for the program itself.

The waiting and wondering ended this week, with TrueBlue's official unveiling. Quelle anticlimax!

JetBlue clearly appropriated liberally from Southwest's Rapid Rewards program. But in doing so, they managed to accentuate Rapid Rewards' negative features while allowing its positive features to go undeveloped.

In keeping with its low-cost orientation, TrueBlue is an online-only program, eschewing glitzy marketing materials, paper statements and even a physical membership card.

The program also eschews partners and elite levels. So members are limited to earning points and taking awards on JetBlue flights. And they'll have to look elsewhere if they want the extra rewards and recognition other airlines accord their very best customers.

Members earn two, four or six points per JetBlue segment, depending on the flight's length, and can redeem 100 points for an award. Through December 31, 2002, online bookings earn double points.

Here's how those earning and redemption rates play out in practice, and how they compare with the industry standard (using American as a proxy):

That's right, it'll take 8.3 JetBlue long-haul roundtrips to earn a free ticket, substantially more than would be required on American or other carriers. And with JetBlue, you're limited to flight miles. No miles are awarded for credit card charges, hotel stays, or the manifold other earning opportunities offered by competing programs.

It Gets Worse...

Not only will TrueBlue members have to fly more to earn rewards, they'll have to do it faster -- much faster -- since JetBlue has mimicked the very worst feature of Southwest's program: points expire after one year.

With its high reward levels and disappearing points, TrueBlue seems to have set for itself the goal of awarding the fewest free seats per flight. Financial analysts may applaud such stinginess; frequent travelers won't.

The verdict: Back to the drawing board. And this time, try REALLY starting from scratch.

Enroll at http://www.jetblue.com/trueblue.