The All-Coach Airline Is Officially An Endangered Species

JetBlue is adding domestic first class, leaving Southwest and Sun Country as the last major U.S. all-coach airlines. Here’s what’s changing.JetBlue, the airline that famously launched as an all-economy airline in 2000, will introduce a domestic first class cabin, which will be available for booking in the coming months. JetBlue had previously introduced a long-haul business class product, Mint, which will continue to be available on transcontinental and long-haul international flights. “Domestic first class has become easy to predict. We think it’s time for a fresh take,” said Joanna Geraghty, chief executive officer, JetBlue, in a statement provided to Fodor’s. “Customers are increasingly looking for more premium experiences, and BlueFirst gives them an elevated experience that feels distinctly JetBlue, with thoughtful touches, caring service and great value. It’s another way we’re bringing our JetForward strategy to life and giving customers more reasons to choose JetBlue.”The new BlueFirst will offer custom seats from Tuft & Needle, larger entertainment screens with Bluetooth connection and the ability to order meals and cocktails, free internet, and meals in a “bento-inspired” box. On shorter flights, BlueFirst passengers will be offered a selection of premium snacks and free alcoholic drinks. Continue Reading Article After Our Video Recommended Fodor’s Video That’s a remarkable about-face for an airline that was launched as an all-coach concept. In fact, all-coach airlines are fast becoming a thing of the past. Spirit Airlines was in the process of introducing a first-class cabin before it shut down earlier this year. Frontier Airlines has announced its intention to install first class, without a firm timeline, and Allegiant has also said it will add first class seats to its aircraft. Even Southwest Airlines, which built its brand on egalitarian discount service, has teased the idea. As technology has allowed airlines to offer their passengers more and more different products to suit their individual needs, and given them the tools to merchandise them online, aircraft cabins have become increasingly stratified. United Airlines, as an example, offers no less than seven distinct seat types (not all on the same aircraft): Polaris Studio, a sort of amped-up row in United Polaris with additional luxury amenities, United Polaris, its long haul business class, United Premium Plus, its long-haul premium economy, United First, the domestic first class cabin, United Relax Row, a row of United Economy seats passengers can purchase as a bed, the extra legroom (but Economy service) of Economy Plus, a dedicated row of Economy Plus on some aircraft with a blocked middle seat, and finally, United Economy.JetBlue’s move leaves Southwest and Sun Country as the only remaining all-coach major airlines in the United States (both airlines sell extra-legroom economy seats for an additional fee). Allegiant announced in July it will add first-class seating to “select aircraft” in early 2027, and began offering a complimentary beverage service to all passengers last month. Allegiant had previously charged for onboard beverages. The moves come as airlines seek to increase onboard revenue by offering more premium products. Many airlines noted a shift in consumer preferences after the pandemic, seeing a boom in sales of first class and other premium cabin products while demand for standard coach seats lagged. Airlines that already had premium seating installed turned in better results during this period because of the increased interest in their products, while the all-coach discounters began to struggle as more price-sensitive travelers opted to stay home, and the premium-interested travelers chose airlines that offered products they wanted. JetBlue will announce initial routes and fares for BlueFirst later this year. The airline also recently opened its second BlueHouse lounge, in Boston, which offers access to the airline’s top frequent fliers, credit card holders, and passengers traveling in Mint.