JetBlue Airways is officially entering the airport lounge business nearly 26 years after launching its first flights, marking a major shift toward premium travel as the competitive fight for high-spending passengers intensifies across the industry.
On December 18 at 5 a.m. ET, JetBlue will open BlueHouse, a 9,000-square-foot, two-floor lounge located in Terminal 5 at New York’s John F. Kennedy International Airport its primary operational hub. The debut positions JetBlue alongside major legacy airlines and credit card giants like Delta Air Lines, Chase, American Express, and Capital One, all of whom have poured billions into airport lounges to attract and retain lucrative frequent flyers.
It also signals a broader movement in the U.S. airline sector. This week, Southwest Airlines CEO Bob Jordan disclosed the carrier is “actively pursuing” its own network of lounges, underscoring the growing importance of premium amenities as carriers compete for travelers willing to pay more for elevated experiences. JetBlue plans to expand BlueHouse further, with a second location set to open in Boston in 2025.
Styled with art deco influences, BlueHouse aims to evoke the feel of a sophisticated New York City apartment, but on a larger scale. The space features open seating, free high-speed Wi-Fi, and a curated selection of New York staples: bacon, egg, and cheese breakfast sandwiches and pastrami on rye available throughout the day.
Beverage options include premium coffee from Joe Coffee and craft beer selections from the Greats of Craft. For cocktails, JetBlue partnered with acclaimed speakeasy Please Don’t Tell, adding an exclusive edge to the lounge’s bar program and a reminder that entry is selective.
Access to the new BlueHouse lounge is limited to select groups: JetBlue Mint trans-Atlantic business-class passengers, who may bring one guest free of charge with each additional guest costing $39; holders of the JetBlue Premier Mastercard, who also receive one complimentary guest with additional guests priced at $39; and Mosaic 4 members, the highest tier of JetBlue’s frequent flyer program.
Beginning in February, JetBlue will expand access by selling day passes to select groups, including lower-tier Mosaic members, trans-continental Mint travelers, and certain credit card holders and lounge program members. The pricing for these passes has not yet been disclosed.
JetBlue also emphasized that customers traveling on basic economy fares are not eligible for complimentary entry or one-time passes.
With seating for 140 guests, BlueHouse is smaller than many lounges operated by competitors such as Delta or American Express. But JetBlue’s network is more limited, and the airline says the design is tailored to its specific customer mix and premium expansion strategy.
The lounge arrives as JetBlue is undergoing a broader restructuring. The carrier has spent the past several months cutting unprofitable routes and redeploying aircraft to focus on high-end leisure markets and path-to-profitability initiatives. As part of its strategic shift, the airline also struck a recent partnership with United Airlines, which maintains a massive hub at Newark Liberty International Airport, though United does not operate out of JFK.
The launch of BlueHouse marks a notable evolution for New York-based JetBlue. Once known primarily for its low fares and complimentary seat-back entertainment, the airline is now investing heavily in the premium travel segment both in the air with its Mint cabin and on the ground with its new lounges.
With BlueHouse, JetBlue aims to position itself as a contender in the high-value traveler market, signaling that even mid-sized carriers must elevate their offerings to keep pace in today’s competitive aviation landscape.
