JetBlue launches TrueBlue Travel as part of “mission to make loyalty more meaningful”

Digital Transformation | Up in the Air // Aug 2025

JetBlue has announced the launch of TrueBlue Travel – its reimagined consumer travel booking platform, which is described as a major step forward in the airline’s “mission to make loyalty more meaningful”.

JetBlue has announced the launch of TrueBlue Travel, the new name for its consumer travel booking platform, replacing the former Paisly by JetBlue website. TrueBlue Travel is powered by Paisly, JetBlue’s proprietary technology platform and wholly owned travel services subsidiary, and aims to offer an even more seamless way for TrueBlue members to plan, book, and be rewarded for their trips. The rebrand broadens how and where points can be used, unlocking even more travel value for members. With this expansion, TrueBlue points can now be redeemed for JetBlue flights, flight plus hotel packages, as well as hotel stays and car rentals booked through TrueBlue Travel.

By aligning the brand with TrueBlue, JetBlue’s loyalty program, the platform makes it even easier for members to plan and book every part of their trip, whether they’re flying with JetBlue or not, while maximising the value of their rewards. This launch is also a key step in advancing JetBlue’s broader JetForward strategy, which focuses on building a more resilient, profitable and customer-centric business. By expanding JetBlue’s role in the travel ecosystem through Paisly, TrueBlue Travel unlocks new ways to engage customers through loyalty.

“TrueBlue Travel is a major step forward in our mission to make loyalty more meaningful,” said Ed Pouthier, Vice President, Loyalty & Personalization, JetBlue. “By expanding how and where members can redeem points through TrueBlue Travel, and delivering that experience through Paisly, our in-house travel services company, we’re bringing more flexibility and value to the program. It’s about creating value throughout the entire travel ribbon, not just every flight.”

TrueBlue Travel offers a full-service booking experience that extends beyond flights, with options to book hotels, vacation rentals, car rentals, activities, theme park tickets and travel bags, whether or not customers are flying with JetBlue.

“This rebrand is a major milestone for Paisly, LLC as we continue to grow into a fully integrated travel services company,” said Jamie Perry, President, Paisly, LLC. “It reflects what customers already expect: a platform that delivers unbeatable value for TrueBlue members, from earning and redeeming points to using JetBlue Plus and Premier Card benefits. With the addition of hotel and car redemption, TrueBlue Travel offers one seamless place to plan and book an entire trip, backed by the service JetBlue is known for. It also highlights how Paisly’s platform can support future partners looking to deliver a loyalty-led travel experience.”

Hear more from JetBlue at FTE Global – the “CES of Aviation” taking place in Long Beach, California, on 9 to 11 September 2025. Christopher Gottlieb, Manager Enterprise Business Intelligence, JetBlue, is participating in ‘The FTE AI Symposium – A deep-dive into Agentic AI and the move towards Artificial General Intelligence’.

View the full FTE Global 2025 schedule at a glance >> Register for FTE Global 2025 >>