JetBlue Ends Decade-Long TrueBlue Loyalty Partnership with JSX as JSX Expands Regional Service

JetBlue is ending its decade-long loyalty program partnership with scheduled charter carrier JSX

JetBlue Airways has announced it will conclude its nearly ten-year loyalty partnership with the boutique public charter airline JSX on February 28. This marks the final date that members of JetBlue’s TrueBlue loyalty program can earn points for JSX bookings. Meanwhile, JSX continues to expand its regional service from Santa Monica Airport with new routes and increased frequencies, despite ongoing legal challenges. The two companies are shifting their strategic priorities, with JetBlue focusing on its JetForward initiative and JSX developing its own loyalty program as it expands its fleet and network.

• JetBlue will end its TrueBlue loyalty partnership with JSX on February 28, after nearly a decade.
• JSX is expanding its service from Santa Monica Airport, adding new nonstop routes to Scottsdale and increasing flights to Las Vegas.
• JSX launched operations at Santa Monica with its first ATR 42-600 turboprop aircraft and plans to operate four ATRs in early 2026.
• Legal opposition challenges Santa Monica Airport commercial operations, but city officials and federal authorities have approved JSX’s permits.
• JetBlue maintains equity ownership in JSX and continues cooperation via United’s MileagePlus program, while JSX builds its Club JSX loyalty program.

JetBlue and JSX part ways on loyalty partnership

Since 2016, JetBlue has maintained a loyalty partnership with JSX—formerly known as JetSuiteX—allowing TrueBlue members to earn up to 250 points per JSX flight segment. However, points earned could not be redeemed on JSX flights. JetBlue has decided to end this partnership effective February 28, 2026, as part of its strategic realignment under the JetForward plan which emphasizes profitability and new customer experiences, including a new first-class product and a loyalty partnership with United Airlines.

Despite ending the TrueBlue agreement, JetBlue retains its equity stake in JSX, and key executives such as David Clark, JetBlue's head of finance and strategy, remain on JSX’s board. JetBlue indicated that loyalty program members can still earn and redeem points through a growing list of other airline partners. Importantly, JSX continues collaborating with the United MileagePlus program, which remains available for earning miles on JSX flights. This indirect partnership is further supported by the recent JetBlue-United alliance, enabling MileagePlus points to be used to book JetBlue flights.

JSX’s growth and expansion at Santa Monica Airport

JSX marked its official start of passenger service from Santa Monica Airport (SMO) in December 2025 with a ribbon-cutting ceremony, despite legal disputes initiated by local residents and the advocacy group Measure LC Defense. The service uses JSX’s ATR 42-600 turboprop aircraft, a quieter, 30-seat regional plane designed for “hop-on” semi-private public charter travel. This aircraft supports JSX’s unique selling proposition: quick, seamless boarding with check-in as quick as 20 minutes before departure, and premium onboard amenities such as complimentary cocktails, business-class legroom, power outlets, and soon, high-speed Starlink Wi-Fi.

JSX has announced plans to increase flight frequencies to Harry Reid International Airport in Las Vegas to up to three daily flights by early February 2026. Additionally, daily nonstop service between Santa Monica and Scottsdale will begin on January 22, 2026. Tickets start at $215 one-way from Santa Monica and include two checked bags, including specialized equipment like golf bags and skis.

City officials granted JSX a three-year lease and commercial operations permit after an extensive review process emphasizing compliance with safety, environmental, and community standards. Federal certifications from the FAA and the Department of Transportation confirm JSX’s ability to operate its 30-seat aircraft safely at Santa Monica Airport. The current lease extends through November 30, 2028, closely aligned with a federal consent decree requiring the airport to remain open until December 31, 2028.

Legal challenges and community concerns

The launch of commercial service at Santa Monica Airport has not been without controversy. A group of local residents and environmental advocates filed a lawsuit in November 2025 claiming the city violated California Environmental Quality Act provisions by relying on exemptions rather than conducting a thorough environmental review. The city maintains that no new environmental review is necessary because the JSX operation does not constitute a new project or expansion, and further highlights federal rules requiring the airport’s continued operation for qualified users. These conflicting positions have created ongoing tension between JSX’s business operations and parts of the Santa Monica community.

JSX’s strategy: organic growth and Club JSX loyalty program

JSX is pursuing growth through expanding its flight network and launching its own loyalty program, Club JSX, instead of relying solely on partnerships like that with JetBlue. In an interview, CEO Alex Wilcox stated that about half of all JSX bookings now include a Club JSX membership number. The program rewards travelers with five percent back on eligible fares and fees, credited as future trip credits, which Wilcox argues is a more valuable proposition than earning mileage points without status benefits on programs like United MileagePlus or JetBlue TrueBlue.

This shift allows JSX to capture increased customer loyalty and improved margins over time, as getting customers to fly additional segments on JSX generates more revenue. The carrier has also secured a loyalty partnership with United’s MileagePlus program, maintaining a broader network juice for customers while cultivating its own brand.

Introduction of ATR 42-600 turboprops marks new phase in JSX’s evolution

On January 12, 2026, JSX celebrated the introduction of its first ATR 42-600 aircraft at Santa Monica Airport in collaboration with regional aircraft manufacturer ATR. Initially deployed on the Santa Monica to Las Vegas route in December 2025, JSX plans to operate four ATR 42-600 aircraft by early 2026. These turboprops are designed to bridge the market gap left by retiring 50-seat regional jets by offering an efficient, quiet, and environmentally responsible regional travel option.

The ATR aircraft are configured with 30 seats, providing spacious interiors and amenities aligned with JSX’s premium “hop-on” model. ATR CEO Nathalie Tarnaud-Laude remarked that their aircraft is “future-ready” and strategically suited to elevate regional travel experiences in the U.S., complementing JSX’s focus on convenience, streamlined boarding, and service quality.

JSX’s public charter operations continue to support a network of 29 airports across the U.S. and Mexico, servicing over 14,000 passenger trips by local Santa Monica residents in prior years from other regional airports. JSX maintains its status as the only five-star regional airline accredited by the Airline Passenger Experience Association (APEX) for six consecutive years.

Outlook and booking information

Looking ahead, JSX is positioned for growth with signed agreements for up to 25 ATR aircraft in the HighLine configuration to be delivered in the coming years, as announced at the 2025 Paris Air Show. The company’s plans reflect a strategic response to evolving market demands for regional connectivity with high service standards.

Passengers can book JSX flights directly via the company’s website or mobile app. The airline also offers private charters for groups and corporate clients, with inquiries managed via email. As JSX continues to expand its fleet and routes, the carrier aims to offer more convenient, premium travel options connecting secondary airports with less congestion and faster processing times than traditional hubs.

In summary, JetBlue and JSX are concluding their decade-long partnership, reflecting evolving business priorities and loyalty strategies. JSX’s ambitious expansion from Santa Monica Airport, combined with its rollout of turboprop aircraft and proprietary loyalty program, positions it as a growing player in regional charter aviation. However, JSX’s growth confronts community resistance and regulatory scrutiny, underscoring the complex balance between regional aviation development and local stakeholder concerns.