Can a former low-cost carrier, JetBlue, which these days competes in the premium space with its Mint business-class seats on transcontinental routes, up the ante with domestic first-class seats?
JetBlue will do just that with BlueFirst first-class seats within the U.S. on non-Mint flights. BlueFirst will not have lie-flat seats like Mint does, but will feature mattress-like foam cushioning and lots of legroom.
The airlines announced the new up-front seats, but hasn’t detailed the launch dates, pricing or the first routes.
ACCOR GROUP + SKIFT
For this year’s State of Travel report, we created a new travel intelligence framework: the travel stack. Rather than breaking travel down into subsectors, we identified four universal layers that apply to the entire $11 trillion travel industry. Each of these layers also interacts with our earlier Skift Intelligence permission to exist framework.
EDITOR’S PICKS
JetBlue Unveils New Domestic First Class Seats as It Hopes to End Losing Streak
September 1, 2026
JetBlue’s new domestic first class seats seek to give customers a more premium experience with customized cocktails, meals, and roomy seats made with mattress foam. The carrier is banking on the seats to help it turn a profit.
Marriott Presses Sales Teams on $1.55 Billion ‘Gap to Goal’ for 2027 Groups
August 31, 2026
Marriott has given sales teams a year-end stretch goal of $1.55 billion for group bookings for next year at the hotels it manages in the U.S. and Canada. Its global 2027 group sales look "flattish." Other companies are more upbeat.
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SKIFT PODCAST NETWORK
United Airlines just announced 10 new international routes, its largest international expansion ever and the list says a lot about where travel demand is heading. In this episode of the Skift Travel Podcast, Sarah Kopit and Seth Borko break down United’s new routes to destinations including Ibiza, Okinawa, Slovenia, Sardinia, Sicily, Valencia, and Luxembourg.
The conversation goes beyond the route map to explore why airlines are increasingly betting on specific, high-intent leisure travelers who want something beyond Paris, London, Cancun, and other traditional gateways.
Sarah and Seth also discuss what these routes reveal about travel as a status signal, the rise of premium leisure, and why secondary destinations are becoming part of the next phase of airline competition. United’s list feels built for travelers who have already done the obvious trips and now want places that feel more distinctive, more specific, and more interesting to talk about.
SKIFT TRAVEL 200
How are public travel companies 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.
