JetBlue unveils first ever airport lounge, BlueHouse

JetBlue Airways‘ first airport lounge since it started flying nearly 26 years ago is here, inspired by a New York City apartment — but bigger.

The 9,000-square foot lounge, called BlueHouse, is set to open Dec. 18 at 5 a.m. ET at the airline’s home hub at John F. Kennedy International Airport’s Terminal 5.

With the new space, JetBlue joins the ranks of larger carriers like Delta Air Lines and credit card companies like Chase, American Express and Capital One in the industry’s endless battle for customers who are willing to spend more to travel. It’s not alone in joining the race. Southwest Airlines CEO Bob Jordan told CNBC Wednesday that the carrier is “actively pursuing” a network of airport lounges.

JetBlue is planning to open another BlueHouse at its hub in Boston next year.

The two-floor JFK lounge was designed in an Art Deco style with free Wi-Fi, open seating and grab-and-go New York standards, like bacon, egg and cheese sandwiches for breakfast and pastrami on rye later in the day, the airline said. Beverage providers include Joe Coffee and beer-bar chain the Greats of Craft.

The lounge’s cocktail partner is the bar Please Don’t Tell and, just like that East Village speakeasy, not everyone is getting in.

Here’s who is:

• Customers booked in JetBlue’s trans-Atlantic Mint business class cabin. They can bring one complimentary guest and each additional visitor is $39.
• Holders of JetBlue’s Premier Mastercard credit card, who can also bring in a first guest free of charge and pay $39 for each guest after that.
• Mosaic 4 elite frequent flyer status holders, at the top tier of JetBlue’s loyalty program.

The airline plans to sell passes for lower status-tier members, customers traveling cross-country in the Mint cabin and other credit card holders and lounge members starting in February, but the airline didn’t disclose pricing.

JetBlue said customers traveling with basic economy tickets are ineligible for complimentary access or one-time passes.

BlueHouse has capacity for 140 people, making it smaller than the spaces that some of its larger rivals offer, though it has a smaller network.

New York-based JetBlue has spent months pruning unprofitable routes and redeploying its aircraft to better position itself for high-end leisure travel and a return to profitability.

The airline recently partnered with United Airlines, which does not fly out of JFK but operates a massive hub in Newark, New Jersey.