For all you JetBlue fans, here’s some news that may endear you to the discount airlines even more. JetBlue Airways Corporation is teaming up with Bliss (the New York-based company has spas in the United States, London and W Hotels) to offer passengers spa products on its red-eye flights.
The overnight passengers kits contain eye masks, earplugs, moisturizer, lip balm and a promotional offer from the spa company. The kits are distributed only on flights between Western states and the East Coast.
The airline has also started offering a self-serve pantry filled with snacks and hot towels on the flights — part of what JetBlue is calling “Shut-Eye” service. And unlike some other airlines that are now charging passengers for amenities like pillows, JetBlue’s services are complimentary. A JetBlue spokesperson says, “We thought this would be a unique way to differentiate ourselves from our competitors. JetBlue is not going to be the airline to nickel and dime its customers.”
Travel experts say that such innovations can matter greatly in terms of building, or retaining, market share. But will the overnight kits draw people in? I’m sure the lure of a deeply discounted airline ticket is a bigger draw than a free eye mask and some lip balm, but who doesn’t enjoy some free goodies? I personally wouldn’t use the products during the flight, instead I would save them for when I got home. What’s more, I do know people who could use the products and would be more than happy to “free me of my free items.”
In the end, the bottom line is the bottom line. Airlines are hoping to fill seats in a fiercely competitive market. And as high fuel prices continue to plague the airline industry, it takes some creativity to attract and maintain passengers. And if nothing else, the earplugs could come in very handy if you find yourself sitting next to a screaming baby.