JetBlue To Fly To Amsterdam As Well As London And Paris This Summer

Slowly but surely, JetBlue is becoming a player in the transatlantic travel market. This week’s announcement of nonstop service from NY and Boston to Amsterdam is perfectly timed for the summer travel market.

Adding Amsterdam brings to three the number of European cities served by JetBlue, just as the peak season takes off. The company started with London in 2021, is moving on to Paris this June, and will soon fly to the premier Dutch destination. JetBlue European travel information is here.

The new JetBlue service between New York’s John F. Kennedy International Airport (JFK) and Amsterdam Airport Schiphol (AMS) is set to start late this summer. Service between Boston Logan and Amsterdam will follow, assuming receipt of government operating authority.

Paris and London (JetBlue flies to both Heathrow and Gatwick) are massive tourist draws. But Amsterdam is also a tempting destination, particularly for Millennials and Generation Z, whether chasing canals, Van Gogh, Rembrandt, tulips or the cannabis café culture.

Travel to the Netherlands hit a peak in 2019, attracting 1.56 million Americans for at least one night. But like so many other destinations, that number plunged in 2020 during the pandemic, to just 266,000. While travel numbers have started to improve, demand for the Dutch destination should strengthen this year.

JetBlue can capitalize on that bottled-up demand with a relatively limited investment. They just need to point a couple of their new Airbus A321LR long-range aircraft towards Amsterdam instead of London, Paris or another 3500–4000-mile route.

Joanna Geraghty, President & COO of JetBlue, told me when they launched London service in 2021 in the midst of the pandemic, “If service to London doesn’t work out we can point to the US West Coast.” With service to Europe expanding rather than contracting, transatlantic service seems to be a bright spot for JetBlue.

Even the stock market gave the news tepid applause, with JetBlue’s battered stock rising +2.12% on April 12. JetBlue is currently the #6 carrier in the U.S.

But the company’s plan to grow by merging with Spirit Airlines in a $3.8 billion dollar deal has been challenged by the Justice Department. An October 16 trial has been set. JetBlue is also waiting for a verdict in another anti-competitiveness case filed by the Justice Department. That seeks to force American Airlines and JetBlue to end their U.S. Northeast partnership because it would allegedly mean higher prices for consumers.

On the bright side, JetBlue management saw an opportunity in a recent court ruling in the Netherlands. The court ruled that the Dutch government failed to follow the law when it sought to limit flights at Amsterdam’s Schiphol’s airport, giving JetBlue confidence there will be room to enter the market.

“We’re confident that customers, Amsterdam airport officials, and the Dutch government will be delighted by JetBlue when they see first-hand the positive impact we can make. We look forward to working together with Dutch officials to ensure long-term success in the market,” said Robin Hayes, chief executive officer, JetBlue. “This route is long overdue for some competition.”

JetBlue sees the new route as a way to introduce more European travelers to the company’s upscale version of low-fare travel. JetBlue is currently the sixth largest airline in the U.S. It is known for having the most legroom in coach (as they put it, “Based on personal square footage per passenger seat”). It also offers live television and on-demand entertainment on every seatback, as well as” free and fast” Fly-Fi broadband internet.

Having an 11” video screen on the seatback in front of you these days is a big deal. Many of JetBlue’s competitors, such as Alaska and Southwest, don’t have screens, although most airlines do stream movies, TV shows and other entertainment. But if you’ve ever tried to watch a two-hour movie on a smartphone in mid-flight, you’ll appreciate a built-in screen.

Flights will operate daily on JetBlue’s Airbus A321LR aircraft with 24 Mint Suite seats and 114 core (coach) seats. JetBlue Mint features 24 fully lie-flat private suites with a sliding door and a custom-designed seat cushion from mattress company Tuft & Needle.

And wherever you sit, you can take advantage of the extra-large overhead bins in the Airbus A321LR. JetBlue says that all customers, regardless of fare type, can bring one carry-on and one personal item.

JetBlue says whether they sit in coach or JetBlue’s Mint Suite, passengers will get menus of fresh seasonal food and their choice of beer, wine, and liquor, all included with their ticket. Travelers can also fortify themselves for a visit to Amsterdam’s coffee shops with Dunkin’ coffee, juices, or other soft drinks.

Europeans traveling to the U.S. might also take advantage of additional Jet Blue flights to more than 100 destinations throughout the United States, Latin America, Caribbean, and Canada.

Will JetBlue be successful in disrupting the lucrative Transatlantic market?

“For too long the U.S. legacy carriers, backed by their joint ventures with other global airlines that enjoy immunity from antitrust laws, have locked customers in with very expensive fares and mediocre service,” said Robin Hayes, JetBlue’s CEO. “Just like we’re doing in London and Paris, we will bring fares down and improve the experience for customers flying between the U.S. and Amsterdam.”