Delta Airlines made a major mistake.
The airline made changes to its Delta SkyMiles loyalty program that customers saw as devaluing the miles they'd earned.
That's a slap in the face to customers, who generally make sacrifices to remain loyal to one airline enough to earn status perks. A customer who took a less convenient flight or paid a little more to earn loyalty points toward gaining a higher status level tends to get mad when airlines make even small changes.
Related: American, Southwest Airlines push move that would hurt passengers
When that happens, it opens a door for rival carriers to go after customers. Sometimes that's done through price.
Or people simply decide not to be quite as loyal because they feel jilted by a company they were once devoted to.
In the case of Delta's recent changes, JetBlue (JBLU) -) has decided to get aggressive. It is offering to match Delta customers' loyalty status — but they have only until Oct. 31 to claim the deal:
"For a limited time, Delta SkyMiles Medallions can join the JetBlue family with an exclusive offer to match their status to Mosaic. Once your status is matched, it will be valid until 12/30/23, and you can then keep that status through 2024 by completing a challenge." JetBlue outlined this on its website, which laid out which levels match each other.
JetBlue has also sweetened the deal a bit, and subtly called out chief rival Southwest Airlines (LUV) -), by adding new perks to its TrueBlue Mosaic frequent-flyer loyalty program.
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JetBlue adds new loyalty perks
Southwest and JetBlue are value-based carriers with similar business models. They are not ultralow-fare airlines like Spirit or Frontier, but they're generally a better value than traditional full-fare carriers like Delta, United and American Airlines.
Southwest Airlines sometimes offers customers ways to more quickly earn status in its Rapid Rewards loyalty program, but the perks offered to those customers have been stagnant for years.
In its effort to entice Delta customers and enhance TrueBlue Mosaic, JetBlue is also putting out a carrot for Southwest customers. JetBlue has rolled out a number of new perks that should entice travelers.
- New for all Mosaics: Avis Status Match: Skip the counter and enjoy complimentary vehicle upgrades when available. Mosaics can enjoy elite status with Avis. Coming later in 2024.
- New for Mosaic 3 & 4: Dedicated Mosaic 3 & 4 Support: Enjoy next-level customer service with a priority support phone line for Mosaic 3 & 4 members.
- Improved for Mosaic 3 & 4: Move to Mint: Starting January 4, 2024, choose to redeem your Move to Mint certificate(s) in advance by heading to JetBlue's website after booking a flight in Core.
- New for Mosaic 4: Gift Mosaic: Gift Mosaic 1 status — and all the Signature Perks that come with it—to the TrueBlue member of your choice
TrueBlue Mosaic perks are tied to earning Tiles, which customers accrue at a rate of 1 for every $100 spent with the airline and 1 per $1,000 spent on a JetBlue credit card. It takes 50 tiles to earn Mosaic 1, where perks start to be earned.
Even people who earn the first level get free checked bags (a meaningful perk) and early boarding. They also get access to priority baggage and check-in lines at airports that offer those things.
Mosaic 1 members (and up) also get free alcoholic beverages on board and access to "Even More Space" seats if any remain at check-in time.
BOOK YOUR DREAM TRIP: It’s a great time to reserve a Las Vegas, Disney, or cruise vacation.
Higher levels in the program get perks like "Even More Space" seats for free at booking (Mosaic 2) and the ability to move to "Mint," (essentially business class) pending availability (Mosaic 3).
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