This week, we got second-quarter results from JetBlue — and it was a rough quarter for the carrier. JetBlue reported a loss of $247 million, and while the carrier reaffirmed its guidance for the year, it is still projecting a loss, which would be its sixth in a row since the pandemic.
Add in surging jet fuel costs and mounting debt, and there has been ongoing speculation that it might need to file for a Chapter 11 bankruptcy. CEO Joanna Geraghty has said that the company is not considering a restructuring — for now.
Despite the bleak picture, investors responded positively to the results. Executives said they expected to turn a profit in 2027 and set a lofty long-term target of $1 in earnings per share by 2028, under the assumption that fuel prices stay at around $3 a gallon.
JetBlue is banking on domestic first class cabins to turn its fortunes around. The seats will go on sale later this year, and JetBlue is changing its fare structure to prepare for the launch. The carrier is also looking to lower operating costs by taking over some of Spirit Airlines’ real estate — namely the Marine Air Terminal at LaGuardia and Fort Lauderdale-Hollywood International Airport.
Skift Global Forum
Airlines are being reordered from the outside, by the platforms, agents, and AI now rewriting how trips get discovered and booked.
This September in New York, Corneel Koster (CEO, Virgin Atlantic), Mark Galardo (Air Canada), and Delta's Scott Jordan take the stage alongside the CEOs of Booking Holdings, Expedia, and Uber, in the room where airline strategy meets the forces reshaping distribution.
SHEERID + SKIFT
A direct booking does not always create a direct relationship. See how verified identity can help airlines build more lasting loyalty.
EDITOR’S PICKS
Is Verified Identity the Missing Link in Airline Direct Booking?
by SheerID + Skift
July 30, 2026
Airlines are investing heavily in direct bookings, loyalty programs, and more flexible offer creation. But the bigger opportunity may depend on something more basic: knowing who travelers are, what communities they belong to, and how to recognize them in ways that build lasting relationships.
Most Airlines Are Holding Back on Capacity — American Is Flying More
by Meghna Maharishi
July 23, 2026
American has made some capacity cuts, but they’re much more modest compared to that of its chief rivals Delta and United. Executives at the carrier said they were taking a more conservative approach to cuts due to volatility around fuel prices.
SKIFT PODCAST NETWORK
The airline industry is navigating its most unpredictable period since the pandemic, with fuel prices, geopolitical tensions, premium travel demand, and aircraft shortages reshaping the competitive landscape. Gordon Smith and Jay Shabat break down the data behind the headlines, explaining why airlines remain profitable despite rising costs and unprecedented volatility.
SKIFT TRAVEL 200
How are airlines performing around the world? The Skift Travel 200 pulls the data you need to know to understand the market. Paid subscribers get full access here.
