JetBlue Launches TrueBlue Travel™, Expanding Loyalty Rewards Across the Entire Travel Journey
JetBlue has officially launched TrueBlue Travel™, a newly branded consumer travel booking platform that replaces its former Paisly by JetBlue website. More than just a rebrand, TrueBlue Travel represents a strategic evolution of JetBlue’s travel services, positioning the airline as a broader player in the travel ecosystem—not just an air carrier, but a one-stop hub for booking flights, hotels, car rentals, and more.
Backed by JetBlue’s proprietary technology platform and travel services subsidiary, Paisly, LLC, TrueBlue Travel delivers a seamless and rewarding booking experience for JetBlue’s TrueBlue® loyalty members. With the launch of this revamped platform, JetBlue is significantly expanding how customers can earn and redeem their loyalty points—bringing a higher level of personalization, convenience, and flexibility to travelers.
Expanding the Power of Loyalty
The rebrand to TrueBlue Travel creates a tighter alignment between JetBlue’s booking platform and its award-winning TrueBlue loyalty program. For members, this alignment brings new opportunities to earn and redeem points beyond just booking JetBlue-operated flights. Travelers can now use their TrueBlue points on an expanded array of travel products including:
- JetBlue flights
- Flight + hotel vacation packages
- Hotel stays booked independently
- Car rentals
By expanding redemptions beyond flights, JetBlue is offering customers more control over how they use their points and delivering greater value across their entire travel itinerary. This holistic approach enhances the overall utility of JetBlue’s loyalty program and brings the airline in line with the modern traveler’s demand for integrated, flexible travel options.
A Seamless, Full-Service Booking Experience
TrueBlue Travel is designed to be more than just a booking portal—it’s a comprehensive travel planning solution. The platform now supports a broad range of non-flight bookings, including:
- Hotels and vacation rentals
- Car rentals
- Activities and experiences
- Theme park tickets
- Travel gear and bags
Whether customers are flying JetBlue or not, they can use the platform to plan and manage full vacations or short getaways. And thanks to the advanced capabilities of the Paisly technology platform, the booking experience is highly personalized. TrueBlue members benefit from dynamic deal-matching based on their travel itineraries, tailored offers, exclusive member discounts, and the convenience of a single dashboard to manage all their travel plans.
Importantly, while signing into a TrueBlue account is optional, doing so unlocks additional benefits such as personalized recommendations and member-only pricing. For even greater savings, customers can link upcoming flights to receive customized deals on accommodations, transportation, and more. Every eligible purchase on the platform earns members TrueBlue points and Tiles, further accelerating their progress toward elite status.
Doubling Down on Customer Rewards
To celebrate the official launch of TrueBlue Travel, JetBlue has announced a limited-time promotion for loyalty members. Between August 5 and August 8, 2025, customers who book hotels or rental cars through the platform will earn 2X Tiles—a significant boost for those aiming to climb the loyalty ladder. Travel must be completed by November 30, 2025, and standard terms and conditions apply.
This promotional campaign not only incentivizes early adoption of the platform but also reinforces JetBlue’s broader strategy to deliver more value to its most loyal customers. Through thoughtful reward structures like double Tiles and integrated redemptions, JetBlue is making it easier and faster for members to achieve elevated status and enjoy elite benefits.
Strategic Alignment with JetForward Vision
The launch of TrueBlue Travel is not just a marketing initiative—it’s a key pillar of JetBlue’s long-term corporate strategy. Known internally as JetForward, this vision focuses on transforming JetBlue into a more resilient, profitable, and customer-centric travel company. Central to that transformation is the idea of diversifying revenue streams beyond airfares and strengthening customer relationships through loyalty.
By integrating Paisly’s flexible technology into the core of JetBlue’s travel offerings, the airline is gaining more control over the end-to-end customer experience. Unlike traditional third-party travel platforms, Paisly is fully owned and operated by JetBlue, allowing for a high degree of customization, operational agility, and long-term scalability.
Jamie Perry, President of Paisly, LLC, emphasized the strategic importance of the rebrand:
“This rebrand is a major milestone for Paisly, LLC as we continue to grow into a fully integrated travel services company. It reflects what customers already expect: a platform that delivers unbeatable value for TrueBlue members, from earning and redeeming points to using JetBlue Plus and Premier Card benefits.”
He added that the expanded platform positions Paisly to eventually support external partners, including other airlines or travel brands, who are looking to offer a loyalty-first travel booking experience.
Customer Service That Goes the Extra Mile
One of the standout features of TrueBlue Travel is its emphasis on customer service. Every booking made through the platform is supported by JetBlue’s Helpful Humans—a 24/7 support team trained to assist customers with anything from last-minute itinerary changes to complex loyalty redemptions.
This focus on live, human-powered support ensures that travelers can rely on consistent, knowledgeable help at every stage of their journey—a rarity among online booking platforms, which often default to impersonal chatbot systems.
TrueBlue Travel: A Glimpse Into JetBlue’s Future
With the launch of TrueBlue Travel, JetBlue is signaling its intention to move beyond the traditional airline model and embrace its role as a full-spectrum travel brand. While the airline has long been known for its customer-first approach in the skies, this new platform allows it to bring that same ethos to the entire travel experience—before, during, and after the flight.
Ed Pouthier, Vice President of Loyalty & Personalization at JetBlue, summed up the significance of this launch:
“TrueBlue Travel is a major step forward in our mission to make loyalty more meaningful. By expanding how and where members can redeem points through TrueBlue Travel, and delivering that experience through Paisly, we’re bringing more flexibility and value to the program. It’s about creating value throughout the entire travel ribbon, not just every flight.”
As Paisly continues to expand its capabilities and JetBlue enhances its ecosystem of travel services, TrueBlue Travel may eventually serve as the foundation for partnerships with other airlines, credit card providers, and travel brands looking to elevate their loyalty programs. The platform’s ability to support complex reward structures, tailored offers, and real-time personalization makes it an attractive model for the future of customer engagement in travel.
For now, JetBlue customers can enjoy a more powerful, integrated, and rewarding travel experience—one that redefines loyalty in the age of personalized travel.