Case Study: JetBlue achieves soaring Spanish-site traffic and revenue with MotionPoint localization

Localized Spanish Sites Help JetBlue’s Sales Soar

JetBlue Airways, aiming to grow direct-to-consumer bookings and support its north–south network strategy, targeted the fast-growing U.S. Hispanic and Latin American market. To engage Spanish-speaking customers and drive online sales, JetBlue needed a fully localized Spanish-language web presence.

In 2008 JetBlue partnered with MotionPoint to translate, localize and optimize its Spanish desktop and mobile sites. The results were dramatic: Spanish desktop revenue jumped 284% in 2013 and 119% in 2014; within six weeks of the mobile launch Spanish site traffic grew 80%, mobile revenue rose 363% and loyalty signups increased 269%. The mobile site paid back launch costs in five days and now recoups its annual operating cost in a single day.

JetBlue

Maryssa Miller

Director Digital Commerce