Blueprint brings real personalization to JetBlue’s IFE

Might real personalization finally fly on inflight entertainment systems? JetBlue is giving it a go with its newly launched Blueprint offering, bringing new features and customization options to life. The updated IFE offering enables content recommendations, as well as saved preferences across trips, delivering experience consistency for repeat travelers.

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.

– Jayne O’Brien, head of marketing and customer support, JetBlue

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Recommending content based on past consumption is something online services excel at, and which inflight providers have long come up short in delivering. That is a key part of Blueprint, with the carrier making recommendations based not just on actions during the current flight, but from prior trips as well.

Passengers who log in to the IFE screen will have the opportunity to pick up where they left off on a prior flight, whether it was a long layover or a multi-month hiatus. They will also be able to create a favorites list of movies and TV shows and have that persist across trips rather than disappearing when the plane lands.

Beyond the content, travelers will also be able to save preferences via the Blueprint system. Settings such as volume, language, parental controls, and close captions preferences can be carried over from flight to flight.

Finally, JetBlue will allow passengers to set the name by which they are greeted on the seatback when they fly. This addresses a notable personalization and privacy challenge for passengers, particularly those who do not identify by their legal name.

Separate from the personalization improvements, Blueprint by JetBlue also adds a “watch party” option where up to six total passengers can sync screens and watch the same content.

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Powered by Thales AVANT

The updated IFE features are powered by the Thales AVANT entertainment system which flies on most of JetBlue’s fleet. This includes all the A321neo, A321LR and A220 planes. Most A320s are also covered, though a subset of the refreshed planes received an older version of the IFE system as part of their interior update.

The carrier expects the rollout to complete on its AVANT-equipped planes by the end of May 2024. In a slight irony, that will not include the carrier’s special livery E190, named Blueprint.