Delta’s loyalty plan changes—which shift focus from miles travelled to dollars spent—has the travel world abuzz, and JetBlueis getting in on the action. Their just-launched Mosaic Challenge invites high-ranking members of various airline loyalty programs (Delta, America, and United among them) to try JetBlue’s VIP perks on for size—and see what they like better. The parameters: anyone with status (gold and above, in most cases) will automatically qualify for TrueBlue Mosaic for the rest of 2014. If they earn 3,750 base flight points in their first 90 days with TrueBlue, they’ll keep Mosaic status through the end of 2015.
So how is JetBlue planning on converting the masses? They’re emphasizing growing service perks—rather than diminishing returns common elsewhere—as a means of differentiation (recently the carrier introduced family pooling and took away expiration dates for points). Like some of the carriers they knock, JetBlue works on a dollars-spent points system, where each dollar translates to three TrueBlue points (in fact it’s the way their program has always worked, since long before the topic was buzzy). But with a more even-handed price structure—even in their premium Mint cabins—it’s hardly as polarizing a consideration.
Want to join the Mosaic Challenge? Find all the details—and sign up—here.
Nikki Ekstein is an Assistant Editor at Travel + Leisure and part of the Trip Doctor news team. Find her on Twitter at @nikkiekstein.