JetBlue Bets Big on Fort Lauderdale as Spirit Airlines Faces Turbulence

JetBlue Airways is significantly expanding its operations at Fort Lauderdale-Hollywood International Airport (FLL), a strategic move that capitalizes on the challenges faced by Spirit Airlines. The airline plans to increase its departures by 38% this winter, bolstering its presence in Latin America and the Caribbean, and positioning FLL as a key "tentpole" alongside its New York and Boston hubs.

Key Takeaways

• JetBlue is launching 17 new routes from Fort Lauderdale and increasing service to a dozen other cities.
• The expansion is timed to coincide with Spirit Airlines’ financial difficulties and reduced operations at FLL.
• JetBlue views Fort Lauderdale as a crucial growth market, complementing its existing major hubs.

Fort Lauderdale Expansion

JetBlue has announced a substantial expansion at Fort Lauderdale-Hollywood International Airport (FLL), adding 17 new routes and increasing service to numerous other destinations, particularly in the Caribbean, Central America, and South America. This strategic push is designed to capture market share as Spirit Airlines, the airport’s largest carrier, navigates financial challenges, including Chapter 11 bankruptcy. JetBlue president Marty St. George stated that the airline has "more stuff to come" in Fort Lauderdale, indicating this is just the beginning of their investment in the region. The airline anticipates a 38% increase in departures from FLL this winter.

Strategic Positioning

JetBlue is positioning Fort Lauderdale as its third major "tentpole" airport, complementing its established hubs at John F. Kennedy International Airport (JFK) in New York and Boston Logan International Airport (BOS). This expansion marks a significant growth initiative for JetBlue outside the Northeast, following a period of retrenchment in other parts of the country aimed at improving profitability. The airline is taking advantage of the increased gate availability at FLL, a direct result of Spirit Airlines cutting back its operations. This opportunity is seen by JetBlue as a potentially once-in-a-decade chance to solidify its presence in a key market.

Competitive Landscape

JetBlue is not the only airline increasing its footprint in Fort Lauderdale. United Airlines has also announced a significant Florida expansion, and Frontier Airlines, another low-cost carrier, plans to grow its winter departures from FLL by 40%. Spirit Airlines has dismissed these moves by competitors as "wishful thinking." The Broward County Aviation Department, which manages FLL, expressed enthusiasm for the new routes and increased frequencies, noting they provide more convenient and cost-effective travel options for both business and leisure travelers.

Future Outlook and Europe Service

While JetBlue is heavily investing in Fort Lauderdale, the airline is also reassessing its transatlantic growth strategy. After launching flights to several European cities, JetBlue expects its rapid expansion across the Atlantic to level off, with only two more long-haul capable aircraft scheduled for delivery by 2031. However, the airline remains committed to its European service, finding a profitable balance by deploying its premium Mint-equipped aircraft to warm-weather and ski destinations during the winter months. JetBlue is also enhancing its premium European offerings by opening its first airport lounges at JFK and BOS, which will be accessible to Mint passengers and top-tier elite members.

Key Takeaways

• JetBlue makes Fort Lauderdale push amid Spirit’s struggles, The Points Guy.