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How JetBlue Aims to Grab Some High-Dollar Traffic

How JetBlue Aims to Grab Some High-Dollar Traffic
Photograph by Zhang Jun/Xinhua via Redux

The race for the well-heeled passengers who traverse the coasts is drawing a new entrant in JetBlue Airways. After years of seeing their domestic rivals add escalating levels of perks on the routes between New York and California, JetBlue plans to launch a new, premium product on those routes on larger jets it will receive late this year.

JetBlue’s new Airbus A321s will mark the airline’s first foray into a fancier cabin up front, unlike the single class of service on its existing fleet. The first of the 30 new planes are expected to enter service in early 2014. JetBlue has been mum on details, although an Airbus filing with the Federal Aviation Administration offered some detail on the plans well before the airline wanted to discuss it.