JetBlue’s Loyalty with a Personal Touch: Edward Pouthier on Let’s Talk Loyalty

In a recent Let’s Talk Loyalty episode hosted by Paula Thomas, Edward Pouthier, JetBlue’s Director of Loyalty Program and Experience, shared insights into JetBlue’s loyalty strategy and the recent evolution of their TrueBlue program.

Interestingly, Paula and Edward first connected at our Comarch User Group conference in Kraków in 2024!

As a proud partner of JetBlue, Comarch is thrilled to support their forward-thinking loyalty initiatives, designed to enhance every travel experience. JetBlue’s commitment to “bringing humanity back to air travel” aligns perfectly with our dedication to creating customer-centric loyalty solutions.

About JetBlue

JetBlue Airways, a New York-based airline, launched in 2000. As a relatively young airline, JetBlue has built its reputation by focusing on premium leisure travelers—a customer base that brings unique challenges and requires a loyalty approach distinct from long-haul carriers. JetBlue’s loyalty strategy, driven by simplicity, flexibility, and inclusivity, reflects its commitment to being loyal to its customers—fostering loyalty from them in return.

TrueBlue Loyalty

TrueBlue is designed to offer value to all customers. Through an innovative points pooling feature and multiple ways to earn rewards—not only from flights but also from hotels, car rentals, vacation packages, and even JetBlue-branded credit cards—TrueBlue ensures that anyone can participate.

"We’re a revenue-based program, which makes it very clean and easy—for both us and the customer. We also have a lot of built-in mechanisms that align with the company’s ethos and the way we deliver benefits," says Edward.

This flexible earning and redemption structure lets travelers enjoy perks no matter how often they fly.

"Flying should be an experience that everyone enjoys. Whether that’s the person who’s flying once a year, maybe to see their grandmother, or the person who’s flying 50 times a year."

With the addition of co-brand options, even infrequent travelers can maintain their relationship with JetBlue, earn points, and work toward higher loyalty tiers. Travelers can select the benefits that matter most, such as early boarding or extra points, allowing for a truly customizable loyalty experience.

What’s Next for TrueBlue?

Last year, JetBlue relaunched TrueBlue with revamped tiers, giving customers even more ways to personalize their benefits. And personalization is the brand’s top priority.

"If you think about the loyalty customer, this is a person who has said, 'Here’s my information, here’s my data—provide me with the best possible experience you can.' For us, it’s about figuring out how to do that. How do we give them more, but not in a creepy way? We have to be very careful not to cross that line. At the same time, we need to make it scalable and meaningful. That’s the challenge I take on every day: how to do this across our network in a way that really matters—not just a simple, generic email, but something truly impactful for the customer."

Watch the full episode of Let’s Talk Loyalty to hear more from Edward Pouthier on JetBlue’s fresh approach to loyalty where everyone wins—from the brand to each and every customer.