JetBlue Airways: Expanding Deeper into Latin America

  • maite piedra fiu
  • Kelsey Walton Merrimack College; Business Administration
Keywords: international, expansion, Latin America, airline


JetBlue has established itself as one of the most trusted and beloved airlines in the United States.  With low costs and high end services, JetBlue has truly differentiated itself in the American travel  industry. However, with Latin America relatively untapped, JetBlue is presented with an opportunity to further expand.  This opportunity comes with a challenge though, as most of Latin America is emerging economically and nowhere similar  economically or culturally to the United States. JetBlue must find a way to win over consumers in the region with its
services while offering a familiar culture at an economically affordable price.