If you had the option for unlimited travel for one month would you do it?
Jet Blue recently launched a promotion that allows passengers to do exactly that for $599, from September 8 to October 8, 2009.
At a time when the global recession has taken a huge hit on air travel (business and leisure), Jet Blue is one of very few airlines that are still in the black. Their ridership is up, no doubt attributable to their policies: their rates are still reasonable, they still do not charge for bags, their flights are still no frills, their seats are still more comfortable than any of the larger carriers like United.
The timing of this offer (right after the end of summer vacations) suggests that the target market is business travelers, not students or leisure travelers (as does the language of their marketing material). Which raises the question, as attractive as the offer might sound, how many businesses are going to change their meetings/travel plans for the sake of this promotion? The likelihood is low as the break even point for most people is high (almost 6 flights). Jet Blue’s prices are already so competitive that buying individual legs is just as easy. For leisure travelers the weekends do not provide sufficient opportunity to make the most of this offer.
While it certainly sounds good on paper, the reality of availing this promotion might not be as easy. However it certainly provides a competitive advantage for JetBlue. Let’s see what promotions other airlines come up with in response to this one. In any case, the consumer is the one that will benefit.
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It could be a publicity stunt in itself. Being the first airline to announce something like this makes the carrier pretty innovative in my books.
But you’re right, even a prolific traveler wouldn’t be able to manage to gain a significant benefit of this offer. You’d need at least 2 return trips (‘medium distance’) in the month to cover your initial outlay. Factor in the chances of delays, limited seating, and lack of flight time flexibilities (you’re stuck with a carrier) and this offer isn’t exactly a ’steal’.
More than a publicity stunt, it’s intelligent marketting no? I mean, it’s like reading a dull article with a catchy headline, or a 3/5 rated book, with a flashing cover and ellaborate summary – the power of marketting to the masses, especially to the business travellers is huge! If companies can save 10 bucks here and there, they certainly will!
Personally I find it tempting to try it- what holds me back is the time it takes, upcoming Ramadan and also having to cover hotel costs everywhere I go