JetBlue has unveiled the details of a plan that intends to make no one happy it seems, except investors. Starting in 2015, the company will start charging for the first checked bag for certain fares. Also, by 2016 there will be five percent less legroom as the airline plans to add 15 seats to planes. (Though, at 33.1 inches, that’s still more than some other airlines, JetBlue says.) And there will now be different classes to separate passengers: one at a “basic fare” that wll include that aforementioned baggage fee; and then two higher classes that will include the free bag and other perks (but will cost more for the ticket).
Basically, JetBlue is moving to become more like other airlines, which will impact their messaging. How do you stand out when you’re doing the same thing that other companies do?