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Blue Sky Takes Flight: JetBlue and United Activate Cross-Selling of Flights

Dergam Mousa

The Blue Sky collaboration between JetBlue and United Airlines has just reached its most significant commercial milestone to date. As of this week, both airlines have begun offering and selling eligible itineraries from the other carrier directly through their own digital channels, including websites and mobile apps.

This move marks a concrete step from loyalty cooperation toward a visible commercial integration for the customer, with strategic implications that go far beyond the sales interface.

A Key Shift: Direct Cross-Selling Across Both Digital Ecosystems

For the first time, JetBlue and United Airlines customers can purchase flights operated by either airline using cash, points, or miles without leaving their preferred channel.

When searching for flights on either airline’s website, users will begin to see expanded options that include services from the partner airline, immediately increasing the depth of the offer available on each platform. This deployment represents the logical next phase following the 2025 introduction of reciprocal earning and burning between TrueBlue and MileagePlus, which allowed members to accumulate and redeem rewards interchangeably across both networks.

The airlines also confirmed that, in a later stage, the sale of combined itineraries under a single reservation will be enabled. This will integrate segments operated by JetBlue and United into one ticket—a key element for maximizing the real value of the cooperation.

Network Complementarity: Leisure, Long-Haul, and Global Scale

From a strategic standpoint, Blue Sky exploits a clear complementarity of networks. JetBlue contributes its strength in leisure markets and point-to-point routes in the Americas and Europe, while United adds a significantly broader domestic and global footprint, including its United Express operations.

→ United Accelerates Inflight Wi-Fi Race: Starlink Now Equips Over 300 Regional Jets with a Goal of 800 Total Aircraft

For the passenger, this translates to:

JetBlue Vacations Incorporates United Flights

One of the most tangible impacts of this phase is the expansion of JetBlue Vacations, which now incorporates United flights into its “Flight + Hotel” packages.

This enables long-haul destinations with high aspirational demand—such as Japan, Brazil, Italy, or Greece—substantially broadening the reach of JetBlue’s vacation products. The company also confirmed that cruise packages will be added soon.

Airlines’ Commercial Vision

From United, Andrew Nocella, EVP and Chief Commercial Officer, emphasized that enabling cash bookings solidifies the practical value of the alliance: “With the ability to book with cash, miles, or points on either of the two networks, customers now have more options, greater flexibility, and a superior shopping experience”.

For his part, Marty St. George, President of JetBlue, highlighted the direct impact on loyalty programs and international expansion: “This step expands our members’ ability to earn and redeem points toward global destinations, while United customers gain access to JetBlue’s network in the Americas and Europe”.

What’s Next

While cross-selling is now active, both airlines made it clear that Blue Sky continues to roll out in phases. Upcoming confirmed milestones include:

Reciprocal Operational Benefits Expected by the end of Spring, these will include:

MileagePlus Travel Migrates to Paisly Scheduled for later in 2026, the move of MileagePlus Travel to Paisly, LLC will allow United members to access:

All of this will be housed within the Paisly technology platform, currently utilized by JetBlue.

JFK Factor: Access to Terminal 6

On a more structural level, United confirmed its growth plan at JFK, supported by JetBlue through access to slots for up to seven daily round-trip flights at the new Terminal 6, with operations expected to begin as early as 2027. This development will be crucial for evaluating the competitive impact of Blue Sky in the New York–premium market corridor.

With the activation of direct flight sales, Blue Sky ceases to be a conceptual alliance and becomes a concrete commercial tool, visible to both the end customer and the management of both companies.

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