JetBlue has officially reintroduced its travel subsidiary to the world. Formerly known as JetBlue Travel Products, the new company has been rebranded as Paisly and is part of the carrier’s broader JetForward strategy.
JetBlue Rebrands Its Travel Services Company as Paisly
While this change was first announced during the Blue Sky partnership unveiling between United and JetBlue, we’re now getting more information about the rebranding.
According to JetBlue, Paisly is being positioned as a standalone, tech-enabled travel services powerhouse that will deliver human-first, personalized travel experiences not just for JetBlue flyers, but for travelers flying with other carriers too (The United partnership).
In addition to remaining as JetBlue’s travel package partner, Paisly will now manage United’s non-air travel offerings. That includes everything from vacation packages to hotels, rental cars, cruises, and more.
The company has indicated that it is looking to deliver great products powered by innovative tech and personalized recommendations, exceptional customer service, and unbeatable value through deep loyalty program integration. This is being done in an effort to set Paisly apart and allow for growth through expanding relationships with current and future partners.
These services, previously managed by third parties, will now be handled in-house by a United-branded team. While I don’t necessarily understand the name, it’s clear that a rebrand was needed as I doubt United was excited to sell products from JetBlue Travel.
Jamie Perry, President of Paisly, said this about the name change:
“This is more than a name change, it’s a statement of who we’ve become. What started as a vacation packaging arm for JetBlue has grown into a high-growth tech enabled travel services provider purpose-built with the airline industry in mind. We’re not just a tech stack. We’re a full service partner that combines smart personalization with human support. Customers don’t want to have to manage reservations and chase confirmations. Paisly takes care of all that for them and more. Partnering with United is a strong validation of the model we’ve built.”
While I’m not crazy about the new name (frankly I’m confused by it) it’s clear that the company wouldn’t be able to serve other airlines, especially a major legacy carrier, under the JetBlue banner. While this was a necessary change, most customers won’t notice it as the products will be consumer facing via the respective airline platforms.
Summary
JetBlue Travel Products has rebranded and relaunched as Paisly. The new organization is being branded as a tech-enabled travel services company which has expanded from its initial offering to serve multiple carriers, including United.
