Jet blue is known for its low cost strategy in the airline industry. It has been seen that increasingly companies are entering the airline sector with the aim of having lower fares, however Jet blue is known to be the most successful one in achieving these low fares. After September 11 2001 bombings the airline sector was said to be in recession, many of the airline companies filed for bankruptcy during that period. The best option available for airline companies to survive was to come up with any innovative solution. JetBlue and many other airline companies shifted towards a “no frills” low cost strategy. Many were unable to achieve it successfully but JetBlue did survive with the implementation of the low cost strategy. This was done with the aim to attract customers towards the airline sector which was being neglected and lesser people chose to travel via airlines. But once JetBlue came up with a low fare many customers gradually shifted back towards its airline services making JetBlue a very profitable venture (Bangs 2002, Wynbrandt 2004 & JetBlue)
In early 2003, JetBlue, continued to see opportunities to grow by adding both new markets and new flights to existing destinations. In February, the company announced that five new flights would be added to the West Coast from New York and Washington DC. The company has also added flights between New York City (JFK Airport) and Las Vegas, San Juan, Peurto Rico and Bufallo, New York. JetBlue is known for its point to point route policy which has changed the philosophy of the airline sector. It greatly emphasizes on saving time and thus tries to improve the experience of the customers by having those routes which do not need a stop (Gittell et al 2001 Aviation Week and Space Technology 2008 & Wynbrandt 2004).
With the airline sector expanding new methods of attracting customers have arose. Such a feature is also