JetBlue's changes are all part of the evolution of JetBlue from a low cost carrier to one that navigates a middle ground between Spirit and Southwest, one the one hand, and American, United and Delta, on the other, all in the name of maximizing profit and pleasing Wall Street.
U.S. airlines, including United, are finally making sustained profits and they are scrambling to reward shareholders. Employees, such as Delta's, who participate in profit-sharing plans will benefit but there is only lip-service being directed at benefiting another important stakeholder -- passengers. Too bad.
It's difficult to determine an exact ROI on airports' holiday celebrations, but neglecting to recognize the season would be noticeable and have negative impact on customers' perceptions.
Passengers fed up with crowded cabins will no doubt be pleased. We’re not sure if this is high-stakes poker or whether JAL just initiated a game of chicken with other airlines in its market. We’re waiting to see if it breaks the bank--or who swerves first.