JetBlue claims its new TrueBlue program will turn the traditional frequent flyer model on its tail by changing the way points are earned...

JetBlue Airways is conducting a major revamp of TrueBlue, its customer loyalty program, and will launch the new-look program on September 28.

The airline claims the new TrueBlue program will be more rewarding, more flexible, and more valuable for its customers and will turn the traditional frequent flyer model on its tail by changing the way points are earned and redeemed.


Points in the redesigned TrueBlue program will be based on dollars spent with JetBlue, instead of flight length. Customers will be rewarded with three TrueBlue points for every eligible dollar they spend with JetBlue, with double points (six per dollar) being awarded for purchases made through www.jetblue.com. Customers can also continue to accrue points by using the JetBlue Card from American Express: Every $1 of eligible spending will earn one TrueBlue point, as well as double points for purchases made at www.jetblue.com.

However, customer payments of airport or Passenger Facility Charges, the September 11 Security Fee, Federal Segment Taxes (a segment is a takeoff and landing), US Departure Tax, APHIS fee, Customs and Immigration fees, and other taxes and fees are not eligible to earn points.

The base airfare purchase price for the flight portion of JetBlue’s Getaways and Cruise Vacation Packages will be eligible to earn TrueBlue Points, but all other travel services or products purchased as a part of such vacation packages, including but not limited to hotels, rental cars, and cruises, will not accrue TruBlue points.

JetBlue Airways is revamping its frequent flyer program TrueBlue to award points for dollars spent rather than miles of distance flown

JetBlue Airways is revamping its frequent flyer program TrueBlue to award points for dollars spent rather than miles of distance flown

Customers will also receive bonus points after reaching specific thresholds in TrueBlue ― though the bonuses can be earned only from purchasing air travel on jetblue.com and only for accumulating the necessary point totals within a 12-month period. The “Go Big Bonus” offers customers more points the more they fly. Customers reaching 3,000 points will receive a  “Go Big Bonus” of 500 points. Reaching 6,000 points confers a bonus of 1,000 points.

Achieving 9,000 points produces a bonus of 2,000 points, and getting to 12,000 points will generate an extra 4,000 points for customers. Every additional 3,000 points above 12,000 points will produce a bonus of 4,000 points. Note that “Go Big Bonus” points will not count towards the next point-threshold trigger.

A “Go Long Bonus” will offer customers who fly within a year on 10 one-way long-haul flights (2,000 miles in distance or longer, the equivalent of five transcontinental roundtrips) 10,000 bonus points ― enough for a roundtrip award flight. Examples of eligible “Go Long” routes include Boston to Los Angeles or San Francisco; Long Beach, California to Fort Lauderdale, Florida or Washington, D.C.; and New York to Barbados or Saint Lucia.

In what JetBlue says will be an industry reversal, JetBlue will make every seat on every flight available for TrueBlue redemption. Just as regular fares vary, the points required for a TrueBlue award flight will also vary according to the specific flight chosen and factors including the destination, day of the week, season, and advance booking window. One-way award flights will be available starting at 5,000 points and will increase in increments of 100 points based on these factors. As an added bonus, there are no blackout dates when redeeming TrueBlue awards.

TrueBlue points will not expire as long as a customer takes at least one paid JetBlue flight or makes a qualifying purchase with a JetBlue Card from American Express within 12 months of his or her last TrueBlue transaction (either a qualifying flight or JetBlue Card transaction).

Current TrueBlue customers will be moved seamlessly to the redesigned program in September, and all existing points and awards will remain valid through their indicated expiration date. To enroll in TrueBlue or to learn more about the program, visit www.jetblue.com/trueblue/newprogram.

JetBlue says it will continue improving the TrueBlue program, including introduction of enhancements throughout the fall that will make the program additionally rewarding, including hotel, car and retail partners.