New York-based airline, JetBlue, has launched Blueprint by JetBlue, a personalised inflight experience platform designed to offer customers more customisation options during their journey. A key aspect of the platform is a range of new inflight entertainment (IFE) features, some of which have never before been implemented on a US airline, according to JetBlue.
The new functions have begun rolling out on JetBlue’s Thales AVANT touchscreen displays, with the rollout expected to be completed next month.
Blueprint by JetBlue includes new options for the seatback touchscreen display, designed to be similar to popular functions on the major home-streaming entertainment platforms. This ties in with JetBlue’s entertainment partnerships, such as its contract with streaming partner, Peacock.
Customers opt-in to securely authenticate their profiles on the seatback touchscreens to access the functions. For example, Watch party, a function used by many via the Teleparty app, enables passengers to watch the same film or TV show at the same time as up to five other customers on the flight, for a shared viewing experience. The play and pause functions can be controlled on all linked screens, regardless of where in the cabin each viewer is seated.
Also, similar to many platforms such as Netflix or Amazon Prime, passengers can be shown personal recommendations for their inflight entertainment viewing, based on their previous viewing history during flights.
On a similar theme, if a customer is not able to finish a movie or programme they are enjoying – due to the flight landing for example – the system will remember what point they were at in the show, and enable them to automatically pick up where they left off on their next flight.
Passengers can also save their film and TV show selections to watch on future flights, so they can spend less time searching and more time watching. They can also save their preferred accessibility and system settings, such as volume, language, parental controls and closed captions, which will be carried over from flight to flight.
Could the lure of finishing a programme be enough to convince a passenger to book with JetBlue for their next flight? Probably not, but it will make the experience more convenient for regular customers.
Tailored touchpoints
Beyond inflight entertainment options, Blueprint expands on JetBlue’s existing products to give customers a more personalised experience.
For example, customers can now change their preferred name on their JetBlue travel profile, which will be displayed in a personal welcome message on their seatback screen. Confetti graphics will also be shown on the screen when a customer flies on their birthday, and they will be offered a complimentary drink (alcoholic if they are of legal age).
Customers can also access information regarding their JetBlue connecting flights and gates, right from their seat. And they can use the screen to access the seatback ordering feature and make meal selections directly – this function is also now available on JetBlue’s A321neo transatlantic aircraft with Mint class.
Customers can also use ‘one-click’ sign-up to JetBlue’s TrueBlue loyalty programme through a QR pop-up on the seatback screens, which automatically populates the first and last name fields on their paired personal device.
“JetBlue has always been an innovator as the first to have seatback screens [at every seat] and fast, free and unlimited wi-fi on every aircraft,” said Jayne O’Brien, head of marketing and customer support, JetBlue. “By launching Blueprint by JetBlue, we are doubling down on our commitment to help customers create an inflight experience tailored to their needs and preferences, making their flight as comfortable as their own living rooms.”
