This post contains references to products from one or more of our advertisers. We may receive compensation when you click on links to those products. For an explanation of our Advertising Policy, visit this page.

The entrance of JetBlue into the transatlantic market is on the mind of a number of major airlines, including British Airways’ CEO Alex Cruz.

While JetBlue isn’t expected to enter the London market until 2021, and the airport to which it’ll fly has still yet to be disclosed, the looming introduction of a JetBlue route — and the ‘Mint Effect’ — seems to have the attention of Cruz.

“Airline pricing at the end is based on supply and demand,” Cruz told Skift’s Brian Sumers at the Skift Forum Europe on Tuesday. Cruz mentioned that if someone needs to fly from London to New York in three hours, they’re likely not looking at the cost of the ticket.

“If you repeatedly create a sensation or feeling of ripping people off, the moment that customers have an option to travel in a similar experience, they’ll leave,” Cruz said. “So you need to make sure that the overall proposition of what you have to offer — not just the ticket price, but everything that comes with it — it has to be correct otherwise you will lose customers.”

When JetBlue launched its business-class Mint product in 2014 on popular routes between New York and California, it transformed the transcontinental premium cabin market. Fares that once reached several thousands of dollars for a round-trip ticket decreased exponentially in order to match the introduction of JetBlue Mint’s sub-$1,200 round-trip fares. Not only were the prices much lower than those offered by legacy carriers, but the Mint product is widely considered to be the best flying on transcon routes — with lie-flat seats, tasty food options and friendly crew.

JetBlue CEO Robin Hayes announced the airline’s intention to launch flights from the East Coast of the US to London last month, alluding to the fact that the carrier intends to come in with the Mint Effect. “It’s the largest market that we don’t serve, out of both New York and Boston. It’s also a market that suffers very, very high fares, particularly in premium, so it is ripe for the JetBlue treatment of coming in and offering a much lower fare and a much better product and service to go with it.”

Of course, JetBlue is coming into a market dominated by Cruz’s British Airways and its Oneworld partner American Airlines. In fact, AA and BA operate 48% of the roughly 60,000 weekly seats between New York and London.

A quick scan of round-trip business-class flights between New York and London with British Airways hovers around the £2,000 mark (~$2,600). While we don’t yet know exact prices of what JetBlue plans to charge for Mint seats on the transatlantic routes, they’ll likely be much lower than the current offering from BA.

What does this mean for passengers? Likely, making business-class travel on the New York to London and Boston to London routes much more affordable.

Featured photo by Alberto Riva / The Points Guy.

Know before you go.

News and deals straight to your inbox every day.

The Platinum Card® from American Express

WELCOME OFFER: 60,000 Points Terms Apply.

TPG'S BONUS VALUATION*: $1,200

CARD HIGHLIGHTS: Delta Sky Club and Centurion lounge access, $200 annual airline fee credit and up to $200 in Uber credits annually

*Bonus value is an estimated value calculated by TPG and not the card issuer. View our latest valuations here.

Apply Now
More Things to Know
  • Earn 60,000 Membership Rewards® points after you use your new Card to make $5,000 in purchases in your first 3 months.
  • Enjoy Uber VIP status and free rides in the U.S. up to $15 each month, plus a bonus $20 in December. That can be up to $200 in annual Uber savings.
  • 5X Membership Rewards® points on flights booked directly with airlines or with American Express Travel.
  • 5X Membership Rewards points on prepaid hotels booked on amextravel.com.
  • Enjoy access to the Global Lounge Collection, the only credit card airport lounge access program that includes proprietary lounge locations around the world.
  • Receive complimentary benefits with an average total value of $550 with Fine Hotels & Resorts. Learn More.
  • $200 Airline Fee Credit, up to $200 per calendar year in baggage fees and more at one qualifying airline.
  • Get up to $100 in statement credits annually for purchases at Saks Fifth Avenue on your Platinum Card®. Enrollment required.
  • $550 annual fee.
  • Terms Apply.
  • See Rates & Fees
Intro APR on Purchases
N/A
Regular APR
N/A
Annual Fee
$550
Balance Transfer Fee
See Terms
Recommended Credit
Excellent/Good
Terms and restrictions apply. See rates & fees.

Editorial Disclaimer: Opinions expressed here are the author’s alone, not those of any bank, credit card issuer, airlines or hotel chain, and have not been reviewed, approved or otherwise endorsed by any of these entities.

Disclaimer: The responses below are not provided or commissioned by the bank advertiser. Responses have not been reviewed, approved or otherwise endorsed by the bank advertiser. It is not the bank advertiser’s responsibility to ensure all posts and/or questions are answered.