Paisly Expands Cruise Options to Enhance Loyalty Travel Benefits
Paisly, LLC, the wholly owned travel technology subsidiary of JetBlue (Nasdaq: JBLU), has announced a significant expansion of its cruise offerings through the integration of four new premium cruise line partners: Holland America Line, Cunard, Virgin Voyages, and Oceania Cruises. This strategic move reflects Paisly’s ongoing mission to transform how airlines deliver travel services by offering customized, loyalty-aligned cruise experiences that are fully integrated with air travel.
The addition of these renowned cruise lines represents a milestone in Paisly’s rapid growth as a next-generation managed travel services provider. These new partnerships bolster the breadth and diversity of its cruise inventory—especially in the luxury and adult-only travel segments—and demonstrate Paisly’s ability to serve a growing and increasingly segmented leisure travel audience. JetBlue Vacations is the first to leverage this expanded cruise portfolio, providing travelers with exclusive access to a wider selection of premium cruising experiences.
Driving Growth in the Booming Cruise Sector
The cruise industry has seen a strong rebound post-pandemic and is now on a rapid growth trajectory. According to industry data, global cruise passenger numbers are expected to reach 34.6 million in 2024, with forecasts projecting that number to climb to 42 million by 2028. As cruising regains momentum and new customer segments emerge, there is a clear demand for travel platforms that can intelligently package cruise products with air travel while enabling flexible, personalized, and rewards-driven experiences.
Paisly’s expansion aligns directly with this market momentum. By adding new cruise partners each month, the company is scaling its capabilities to meet surging demand while maintaining control over critical elements of the traveler journey—from inventory curation and booking to loyalty rewards and customer service. The platform’s architecture is built for scalability, enabling Paisly to integrate new products without compromising personalization, brand integrity, or service quality for its airline partners.
Unlike traditional travel aggregators that often prioritize volume over value, Paisly focuses on a curated experience. Its vertically integrated platform allows airlines to own and manage cruise fulfillment in-house, giving them greater flexibility, transparency, and customer engagement. All cruise bookings are supported by a smart backend engine that personalizes offers in real time based on flight data, traveler behavior, and loyalty profiles.
A Loyalty-First Cruise Booking Experience
At the heart of Paisly’s approach is a differentiated focus on loyalty integration. The company’s first cruise-enabled partnership with JetBlue Vacations already allows travelers to enjoy a seamless, rewards-rich booking experience that aligns with their travel preferences and airline loyalty status.
When JetBlue Vacations customers book a cruise through Paisly, they benefit from dual rewards opportunities: earning TrueBlue points and tiles toward Mosaic status while also qualifying for cruise line rewards programs. This unique “double-dipping” incentive is made possible through Paisly’s proprietary technology, which integrates both airline and cruise loyalty schemes in a streamlined booking flow.
Moreover, customers receive real-time, AI-driven personalized offers, creating a travel planning experience that feels custom-built rather than mass-marketed. Whether booking a Caribbean voyage with Virgin Voyages or a transatlantic journey aboard Cunard’s iconic Queen Mary 2, travelers can access cruise options that complement their flight schedules, budget, travel style, and loyalty objectives.
“Our goal is to disrupt the cruise sector in the same way JetBlue revolutionized air travel,” said Jamie Perry, President of Paisly. “By combining personalization, loyalty rewards, and full-service support under one intelligent platform, we’re empowering airlines to offer a smarter, simpler, and more rewarding cruise experience to their customers.”
Preparing for United Airlines Integration
Paisly’s momentum is also paving the way for broader industry adoption. Just last month, the company announced a new strategic partnership with United Airlines, one of the world’s largest and most influential carriers. As part of this collaboration, Paisly will begin powering United’s cruise offerings starting in summer 2026, further solidifying its role as a key enabler of non-air revenue for major airlines.
United’s customers will gain access to Paisly’s full cruise inventory, loyalty-linked benefits, and personalized travel recommendations—all under the airline’s own branding. This initiative reflects a growing trend among legacy carriers to enhance their ancillary revenue streams while delivering better end-to-end experiences for their frequent flyers.
The integration also allows United to sidestep legacy third-party cruise aggregators, which often dilute the customer experience and offer limited opportunities for loyalty alignment. Instead, Paisly provides a white-labeled platform that maintains the airline’s brand integrity while delivering real customer value and data insights.
Seamless Support from Plane to Port
One of the defining features of Paisly’s cruise platform is its “Plane to Port Commitment”, a customer-first policy currently offered through JetBlue Vacations. This commitment ensures that if a traveler’s flight is delayed or canceled, causing them to miss their cruise departure, Paisly will proactively assist in rebooking flights and getting the customer to the next available port of call—all at no additional cost.
This policy is more than just a marketing promise; it is supported by in-house technology and a 24/7 customer service team that can respond rapidly to disruptions. As Paisly expands its airline partnerships, this same level of support and flexibility will become available across other carriers’ branded experiences.
Crucially, the Plane to Port Commitment can be extended to any airline that bundles cruise and air products through the Paisly platform. This level of operational reliability is especially important in today’s travel climate, where flight disruptions remain a top concern for travelers and a challenge for service providers.
Transforming Airline-Cruise Integration
With this latest expansion and a growing roster of premium cruise partners, Paisly is setting a new standard for how airlines can participate in the cruise economy—not just as resellers, but as owners of the traveler journey. By enabling direct control over inventory, personalization, loyalty rewards, and customer support, Paisly allows airlines to build meaningful, branded cruise experiences that strengthen traveler engagement and increase long-term customer value.
Whether it’s offering adults-only sailings through Virgin Voyages or enriching luxury cruise options with Oceania and Cunard, Paisly’s platform can adapt to different market segments and traveler expectations. Its emphasis on tech-driven fulfillment, loyalty integration, and human-first service positions it as a leader in the evolving landscape of travel retail.
As the cruise industry continues to surge and consumer expectations grow more sophisticated, Paisly is demonstrating that it’s not just about offering more travel options—it’s about delivering them in smarter, more connected, and loyalty-enhancing ways.