I recently had a chance to participate in the launch of the new partnership between American Express Membership Rewards and JetBlue TrueBlue. First point: Each of these “brands” compliments each other. JetBlue TrueBlue is the exciting new airline partner that Membership Rewards can’t seem to get from American, United or Northwest. Membership Rewards, on the other hand, is the “established” loyalty bank that signals “we’ve arrived.” While the airline itself has gathered no moss in collecting the right “buzz,” its frequent flyer program is not often the topic of cocktail parties (the exception is the link below, where TrueBlue was the topic…). This partnership comes at a good time for both programs, with Membership Rewards losing Marriott Rewards as a redemption partner at the end of the year.
The question which I am still asking myself and others: Is this partnership with Membership Rewards a signal that other relationships will emerge, or is this simply something that just happens to be very good for two programs at this time?
