JetBlue’s TrueBlue loyalty programme is among the best in the world. It came eighth in point.me’s 2025 loyalty ranking, ahead of Emirates, Qatar Airways, and Singapore Airlines. And JetBlue are keen to keep innovating to ensure passengers get the most from their miles.

At Aviation Festival Americas 2026, we sat down with Edward Pouthier, the carrier’s VP Loyalty, to hear more about the strategy shaping TrueBlue. Pouthier believes the core ethos behind the programme is what makes it successful:

Keep it simple, keep it valuable.

With many of JetBlue passengers irregular leisure travellers, TrueBlue needs to be easy to use while providing real benefits so customers keep coming back. Loyalty programmes have evolved to become a daily touchpoint for many, making co-branding and new partnerships more important to engage these passengers beyond their annual flight. Yet Pouthier notes:

That doesn’t mean that we don’t want them to fly. The touch point of flying is why we exist, and this is what we really want to encourage them and make them remember that joy of flying, the joy of travelling.

Digital remains the anchor of the TrueBlue product, and personalisation is increasingly playing a role in enhancing the day-to-day value of the programme. The app has become a key target for Pouthier, but it still needs to marry with the service passengers receive inflight. Little touches, such as the seatback screen displaying a custom welcome message and recommending personalised entertainment, need to be mirrored in-app to create a holistic experience.

Despite all this technological investment, Pouthier thinks the real standout feature of any loyalty programme is how it makes the customer feel. Most programmes are ‘fairly ubiquitous’, but he notes that there are major opportunities for airlines to build loyalty during moments of disruption:

That’s one of the most stressful times of someone’s life, when something happens that was not expected during travel. And so, if you’re able to deliver an experience that makes them feel safe, that makes them feel heard, and makes them feel protected, that’s going to win you a customer for life.

🎥 Watch the video to get the full interview with Edward Pouthier.

Questions asked include:

  • TrueBlue frequently ranks among the best airlines rewards programmes. Which key features do you think have made the programme a success?
  • How are customer expectations of loyalty programmes evolving? Have you seen a shift in how TrueBlue members use/accrue miles?
  • How are you looking to technology to make the programme more personalised and effective?
  • If you had to pick one factor, what do you think is the most important reason in determining whether a customer sticks with a loyalty programme or changes to another airline?

Join us at World Aviation Festival 2026 for our Loyalty Summit.

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