JetBlue is a low-cost domestic airline in the United States following a rather interesting combination of ‘low-cost and differentiation’ as its strategy. From its inception in 1998, the airline grew to become the 11th largest player in the airline industry in a short span of 6 years. It had been the only other airline apart from Southwest airlines, to have been profitable during the aftermath of the September 11, 2001 attacks on World Trade Center, and at a time when the entire airline industry was experiencing losses.
JetBlue believe they were much stronger, more competitive airline today than they were a year ago. JetBlue made significant operational improvements after the severe ice storm in New York February 2007, including strengthening their operations team and making important changes to the way airline respond to weather and other operational irregularities. These changes quickly produced results, and by the second half of 2007, JetBlue improved their Department of Transportation rankings across all applicable operational metrics. JetBlue also became America’s first and only airline to offer its own Customer Bill of Rights, with meaningful and specific compensation for customers inconvenienced by service disruptions within JetBlue’s control.