JetBlue Airlines 2011 Annual Report Download - page 14

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competitors. Our EMBRAER 190 aircraft each have 100 seats that are wider than industry average for this type
of aircraft and are arranged in a two-by-two seating configuration. We offer the most legroom in the main cabin
of all U.S. airlines in our Even More Space rows.
We believe our strong brand and the JetBlue Experience are key elements of our continued success. To that
end, we continually seek to enhance and refine our product and service offerings. During 2011, we re-branded
and expanded our popular Even More Legroom offering, now known as Even More Space, to include extra
legroom plus early boarding and early access to overhead bin space. Additionally, we introduced Even More
Speed, which offers customers the option to enjoy an expedited security experience in select JetBlue airports.
Throughout 2011 and 2012, we began offering the Even More Speed expedited security option in over 30 cities.
We will continue to offer this convenient service in additional cities as we work with airport authorities to
introduce. During 2011, we executed an agreement with ViaSat Inc. to develop and introduce state of the art
in-flight Ka broadband connectivity technology, offering the most speed and flexibility of any wi-fi technology
currently available, which we plan to introduce on our aircraft beginning in late 2012.
We strive to communicate openly and honestly with customers about delays and service disruptions. We
introduced the JetBlue Airways Customer Bill of Rights in 2007 which provides for compensation to customers
who experience avoidable inconveniences (as well as some unavoidable circumstances) and commits us to
perform at high service standards and holds us accountable if we do not. We are the first and currently the only
U.S. major airline to provide such a fundamental benefit to customers. In 2011, we completed 98.2% of our
scheduled flights. Unlike most other airlines, we have a policy of not overbooking our flights.
We market our services through advertising and promotions in various media forms, including using
increasingly popular social media outlets. We engage in large multi-market programs, as well as many local
events and sponsorships and mobile marketing programs. Our targeted public and community relations efforts
reflect our commitment to the communities that we serve as well as promoting brand awareness and
complementing our strong reputation.
The integrated customer service systems, which we implemented in early 2010, have enabled us to increase
our capabilities including growing our current business, providing for more commercial partnerships and
allowing us to attract more business customers. We continue to focus on ways to innovate and offer additional
ancillary products that will be value added for our customers. We believe selective innovation and expansion of
our offerings is critical to our future success.
Our primary and preferred distribution channel is through our website, www.jetblue.com, our lowest cost
channel which is also designed to ensure our customers have as pleasant an experience booking their travel as
they do in the air. Our participation in global distribution systems, or GDSs, supports our profitable growth in the
corporate market, as business customers are more likely to book through a travel agency or booking product that
uses a GDS platform. Although the cost of sales through this channel is higher than through our website, the
average fare purchased through this channel is generally higher and often covers the increased distribution costs.
We currently participate in four major GDSs (Sabre, Galileo, Worldspan and Amadeus) and four major online
travel agents, or OTAs (Expedia, Travelocity, Orbitz, and Priceline).
We sell vacation packages through JetBlue GetawaysTM, a one-stop, value-priced vacation website designed
to meet customers’ demand for self-directed packaged travel planning. Getaways packages offer competitive
fares for air travel on JetBlue and a selection of JetBlue-recommended hotels and resorts, car rentals and
attractions. We also offer a la carte hotel and car rental reservations through our website, which generates
ancillary service revenues.
Brand Strength. JetBlue is a widely recognized and respected global brand, which we believe
differentiates us from our competitors and identifies us as a safe, reliable, value-added airline. Our brand has
become an important and valuable asset. Similarly, we believe customer awareness of our brand has contributed
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