JetBlue Airlines 2011 Annual Report Download - page 15

to the success of our marketing efforts and enables us to market ourselves as a preferred marketing partner with
companies across many different industries. In 2011, we received several prestigious awards, including being
voted “Top Low Cost Airline for Customer Satisfaction” by J.D. Power and Associates for the seventh
consecutive year. We also earned distinctions as the “Best Coach-Class Experience”, “Most Customer-Friendly
Airline” and “Best Value Airline-Domestic” in the SmarterTravel Editor’s Choice Awards for 2011.
Our customers have told us the JetBlue Experience is an important reason why they choose us over other
airlines. We measure and monitor our customer feedback regularly to continuously improve customer
satisfaction, a primary goal of ours. One way we do so is by measuring our net promoter score, or NPS, which is
a standard metric used by many industries to gauge customer experience. According to Satmetrix, we were
recognized as the leader in the 2011 Net Promoter Industry Benchmarks for customer loyalty in the airline
category for the second consecutive year. Many of the leading brands which consumers are most familiar with
receive high NPS scores and are recognized for great customer service. We believe a higher NPS score leads to
customer loyalty and increased revenue.
Route Network. We believe knowing our customers and understanding the purpose of their travel helps us
optimize destinations, strengthen our route schedules and increase unit revenues. Historically, we have been a
strong leisure focused airline, which resulted in high seasonality in our business. In recent years, we have become
focused on increasing our relevance to the business customer, particularly in Boston, in order to balance some of
this seasonality. Additionally, we have continued to profitably grow in Latin America and the Caribbean region,
with a mix of leisure and visiting friends and relatives, or VFR, travelers. VFR travelers tend to be slightly less
seasonal and more recession resistant than traditional leisure destinations. We have also expanded our portfolio
of strategic commercial partnerships in recent years, which generate incremental customers throughout our
network and help to balance our off-peak travel periods. We are focused on continuing to diversify our network
and further reduce the seasonality by offering the optimal mix for those travelling for leisure, business, or visiting
friends and relatives. Our operations primarily consist of transporting passengers on our aircraft with domestic
U.S. operations, including Puerto Rico, accounting for 85% of our capacity in 2011. The historic distribution of
our available seat miles, or capacity, by region is:
Year Ended December 31,
Capacity Distribution 2011 2010 2009
East Coast – Western U.S. ............................... 32.4% 34.5% 34.7%
Northeast – Florida ..................................... 32.2 31.4 32.8
Medium – haul ........................................ 3.2 3.3 3.5
Short – haul .......................................... 7.5 7.6 7.7
Caribbean, including Puerto Rico ......................... 24.7 23.2 21.3
Total ................................................ 100.0% 100.0% 100.0%
As of December 31, 2011, we provided service to 70 destinations in 22 states, Puerto Rico, Mexico, and 12
countries in the Caribbean and Latin America. We have begun service to the following new destinations since
December 31, 2010:
Destination Service Commenced
Providenciales, Turks & Caicos February 2011
Anchorage, Alaska May 2011
Martha’s Vineyard, Mass. May 2011
La Romana, Dominican Republic November 2011
Liberia, Costa Rica November 2011
St. Croix, U.S. Virgin Islands December 2011
St. Thomas, U.S. Virgin Islands December 2011
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