Amid numerous transformations at JetBlue Airways, one initiative stands out: the introduction of the airline’s inaugural premium lounges.
The first lounge is set to open later this year in JetBlue’s base at New York City’s John F. Kennedy International Airport (JFK), specifically in Terminal 5, near gates 24 and 25. This location previously housed the now-defunct Airspace Lounge that shuttered in 2018. Following this, a second lounge will open at Boston Logan International Airport (BOS) in 2026.
While anticipation surrounds these lounges, JetBlue has been tight-lipped on specifics, apart from one detail: they will be distinct from offerings by Delta Air Lines, including its upscale Delta Sky Club and the new Delta One lounge in Terminal 4 at JFK.
JetBlue’s president, Marty St. George, emphasized the airline’s individuality at a recent event unveiling a $100 million refurbishment of Terminal 5, stating, “We won’t succeed by copying Delta; our goal is to be the best version of JetBlue.”
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This mindset reflects a significant challenge, as Delta currently dominates the premium airline segment in the U.S., with many airlines, including United Airlines, aiming to replicate Delta’s success.
Even with its shift towards premium offerings, JetBlue is adopting certain successful features from Delta, including developing a new domestic first-class service and a new credit card partnership aimed at enhancing loyalty monetization.
However, regarding lounges, St. George remains adamant: “We don’t want to mimic Delta’s approach.”
When probed further about the upcoming lounges, though, he chose not to elaborate.
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Transforming Terminal 5
When it opened almost two decades ago, Terminal 5 at JFK was lauded for its traveler-friendly features.
Designed with a spacious security checkpoint to address post-9/11 demands, its 22 concessions pay tribute to New York, featuring even a few outlets from beloved local establishments. Embracing technology, the terminal enabled travelers to order food for delivery directly to their gates, exemplifying innovative convenience.
In comparison to other JFK terminals at the time — and even those at LaGuardia Airport (LGA) — this state-of-the-art facility solidified JetBlue’s image as a youthful, customer-centric airline in New York.
Fast forward to today, and JetBlue is navigating a vastly changed landscape. Last month, it celebrated a milestone of 25 years in operation and now ranks as the seventh largest U.S. airline by seating capacity, according to aviation analytics company Cirium. The airline has shed its youthful image, encountering challenges similar to those faced by larger legacy carriers, such as high operational costs and competition from more nimble newcomers.
Simultaneously, the Port Authority of New York and New Jersey has led significant enhancements to New York’s airports over the past two decades. LaGuardia’s terminals B and C were completely rebuilt, Newark Liberty International Airport introduced a new Terminal A, and JFK is set to receive two new international terminals along with recent updates to Terminal 4.
In this context, Terminal 5, once considered the pinnacle of modern terminal design, now appears somewhat outdated compared to newer facilities in its vicinity. Hence, the recent concession-focused upgrade revealed during a lively event near gates 14 and 15.
“It’s a 15-year-old building, and frankly, considering the advancements in other facilities under the Port Authority’s management, change is overdue,” stated St. George.
By late 2026, Terminal 5 will introduce approximately 40 new concessionaires, including popular local spots like Eataly and Shake Shack. Additionally, a new New York-themed parklet will be created in the central atrium area, referred to as the “grandstand” by St. George.
Catering to Gen Z with New Concessions
St. George emphasized that existing Terminal 5 concessions aren’t inherently problematic. He appreciates them, even if some, like the Dunkin’ and Starbucks locations, often become overcrowded during peak morning hours with numerous JetBlue departures.
The new food and beverage options are tailored to appeal to the next generation of travelers, as St. George explained.
“We conduct customer research, and a common feedback — particularly from Gen Z — is that a lack of change can be a downside,” he stated. “Even if the concessions are in top condition, seeing the same options for a decade becomes monotonous, leading to the question, ‘What’s next?'”
“The world has evolved, and while those of my generation may not share the same sentiments, it’s crucial for the future of JetBlue that we cater to this perspective,” he added.
Sabine Trenk, CEO of Fraport USA, which oversees Terminal 5 for JetBlue and the Port Authority, noted that local concessions receive positive feedback from travelers, translating into favorable satisfaction scores and, importantly, increased revenue and sales for Fraport and the airport.
“We’re looking for unique touches that can spark excitement,” she remarked.
Additional local eateries set to join Terminal 5 include Birch Coffee, The Halal Guys, Jacob’s Pickles, and Leon’s Bagels.
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Doubling Food and Beverage Options in Terminal 5
Upon its opening in 2008, Terminal 5 boasted 22 food and beverage concessions, according to JetBlue’s previous statements.
The upcoming updates will enhance this count by over 40 new offerings, even as some of the original 22 have closed or changed ownership. The often busy Dunkin’ and Starbucks will also see expansions.
These enhancements are notable, especially since they do not require a significant expansion of Terminal 5’s infrastructure. Currently, the terminal encompasses 53,000 square feet of commercial space, which will expand to 100,000 square feet by the end of next year, as stated by Trenk.
What excites St. George the most? Jacob’s Pickles.
Cost-Effective Improvements
“We’re not planning a $2 billion investment like some airlines with high fares,” St. George asserted. “Remaining a low-fare airline is essential to us—while we won’t drastically alter the physical structure of the building, we are committed to improving our use of space to enhance customer experience.”
JetBlue, alongside its partners Fraport and the Port Authority, is committing around $100 million to update Terminal 5—a stark contrast to the billions sunk into new terminals at LaGuardia and Newark. For reference, the new terminals 1 and 6 at JFK are projected to exceed $19 billion in costs.
St. George highlighted that Terminal 5 is — and will continue to be — an “economically efficient building” for JetBlue.
As such, aside from expanding concessions, most enhancements to Terminal 5 will be primarily cosmetic. Renderings depict a new parklet featuring trees and greenery, using blue lamp posts reminiscent of those found throughout New York City. While visually appealing, it isn’t a dramatic transformation akin to the vertical garden at Singapore’s Changi Airport (SIN).
Plans also include installing approximately 30 new art pieces from local artists.
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