EvenMore coming to JetBlue in (mild) premium revamp

In the beginning there was Even More Legroom. It was a simple name for a simple offering: more legroom on board. Eventually that pivoted to Even More Space, a nod to theoretically preferred access to overhead bin space as well. Now JetBlue is adjusting the branding of its primary premium seating offering once again.

It shall be known going forward as EvenMore, with an as-yet-unannounced set of benefits expected to accompany the increased legroom option beginning in 2025.

We’re thrilled to enhance our popular extra legroom seats, giving customers even more reasons to choose JetBlue. A key part of the EvenMore® transformation is making it easier for customers to find and book these enhanced options right from the start. – Marty St. George, President

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While associated benefits may change – presumably a free alcoholic drink could easily be included, for example, getting closer to competing airline premium cabin offerings – the physical seat will remain the same. Any dreams of a 2-2 layout “junior mint” premium cabin on board should be considered officially dashed at this point. At the same time, the slow-ish roll-out of the EvenMore additional benefits suggests there should be more to it than just a free drink on board. The carrier already has the infrastructure in place to make that happen almost immediately.

Additionally, passengers will, at least for now, still be able to purchase the extra legroom seats later in the booking flow, suggesting that the increased benefits may include offerings outside the aircraft.

Selling EvenMore, early and often

Most clear in this effort is that JetBlue wants to sell passengers on the EvenMore offering earlier in the booking flow. Starting from mid-November JetBlue will list the EvenMore seats directly on the search results page rather than waiting until the seat selection screen. Whether the EvenMore option will displace one of the existing fare families or augment those listings remains to be seen.

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The carrier has long struggled to capitalize on its Blue Extra branded fare, generally lacking compelling extra features to go with the seat on board. Bringing EvenMore into that mix would be a concrete move towards focused monetization of the premium space on board.

Separately, the carrier announced a loss of $60 million for the quarter on revenue of $2.4 billion, besting prior guidance. Company president Marty St. George highlighted healthy demand in peak periods for the quarter, as well as lower competitive capacity in Latin America as two key factors supporting that beat.