Case Study: JetBlue launches Fare Options 2.0 with Datalex to expand low-fare choice and ancillaries

JetBlue enters the Basic Economy Market with new Fare Options 2.0

JetBlue, a major US airline, partnered with technology vendor Datalex to address a competitive challenge in the market. The airline needed to remodel its fare offerings to introduce a new, lower-priced basic economy option to attract price-sensitive customers while maintaining its high standards of service excellence and competing effectively with other US carriers.

Datalex utilized its platform to provide the solution, enabling JetBlue to launch three new fare families and redesign its digital shopping experience. The solution included new revenue-generating ancillary products and self-service booking management. The successful rollout of "Fare Options 2.0" met market expectations and was projected by JetBlue's CEO to generate $150 million in incremental revenue in 2020, solidifying the airline's competitive position.

JetBlue

Joanna Geraghty

President and Chief Operating Officer