As an avid traveler and a points enthusiast, Gurnaj Johal has been on his fair share of memorable flights, from Singapore Airlines’ premium suites to first class on the Emirates Airbus A380 to Virgin Atlantic’s Upper Class.
But the most rewarding of all may have been an otherwise unremarkable flight in July from Fort Lauderdale-Hollywood International Airport (FLL) to New York’s Long Island MacArthur Airport (ISP), a trip that landed him benefits he’ll reap for a generation to come.
As Johal stepped off a JetBlue plane last month at Islip, he became the first traveler to earn 25 years of status with the airline.
How did he do it? By booking 35 flights to more than two dozen JetBlue destinations in a span of just 11 days, completing an ambitious and unusual challenge offered by JetBlue.
“I was basically either at airports, hotels, or sightseeing — half a day at most — in a place,” Johal said. “I have never flown so many flights in one go before.”
Travel ‘marathon’
Behind Johal’s dizzying air travel “marathon” was a promotion JetBlue announced in late June called “25 for 25.”
To celebrate a quarter of a century in operations, the New York-based carrier said it would award 150,000 points to any flyer who flew the carrier to 15 different cities by Dec. 31.
It would hand out another 200,000 points to members who hit 20 cities by New Year’s Eve. (Together, TPG values those 350,000 TrueBlue points at more than $5,000.)
But the most long-lasting prize was 25 years of Mosaic 1 status for any member who could hit 25 cities by the time the ball drops in JetBlue’s hometown.
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That status comes with perks like free checked bags, complimentary access to the airline’s extra-legroom (EvenMore) seats and complimentary alcoholic beverages inflight.
Related: ‘Cheap chic’: How JetBlue’s 25 years of flying helped reshape US aviation
That promise of travel perks into middle age was more than enough to get Johal, a student, out on the road. It began with a June 27 flight from Los Angeles International Airport (LAX) to Newark Liberty International Airport (EWR).
Then, the destinations just kept coming: Orlando; Providence; San Juan, Puerto Rico; St. Croix; Washington, D.C.; Presque Isle, Maine; and Martha’s Vineyard and Nantucket, Massachusetts.
All the while, his girlfriend back home helped plot out the cheapest next leg of his journey, “especially when I was hopping from flight to flight,” Johal said, “or just settling down in a hotel for a short few hours.”
It all culminated July 8 with that three-hour trek from South Florida to Long Island; Johal became the first TrueBlue member to complete the challenge.
Attracting new customers
Most ironic in Johal’s status accomplishment: He doesn’t live in one of JetBlue’s top strongholds like Boston, New York City or South Florida. He’s from California, where, if anything, the carrier has pulled back in recent years.
Why go all-in on an East Coast-centric airline? He’s playing the long game.
“You may never know what life brings you,” Johal said. “I think having Mosaic 1 status for 25 years really helps if I move to the East Coast in the future.”
It’s exactly what JetBlue executives hoped would happen when they launched this generational status challenge in late June.
“The engagement we have from our customers in Boston and New York is incredible,” Ed Pouthier, JetBlue’s vice president of loyalty and personalization, told TPG. “People know and love us in those places. And now, essentially, the job for us is to take that gospel and preach it to the rest of the country.”
A ploy for loyalty
Loyalty is big business for airlines, and JetBlue, like a number of its competitors, is on a mission to draw more customers away from the “Big Three” legacy carriers (American Airlines, Delta Air Lines and United Airlines).
Recent years have seen JetBlue revamp its Mosaic status program with new tiers and benefits. It also rolled out a premium credit card earlier this year, and it’s planning to cut the ribbon on its first airport lounge next year. Domestic first-class seats are on the horizon as well.
But the airline also still wants more customers to fly with it — and engage with its TrueBlue program — more often after several unprofitable years.
Its thought: An old-fashioned status challenge — just flying, no spending or credit card requirements — could help endear customers to a brand that was once a major airline industry disruptor at the turn of the century, with its seatback screens and more spacious coach seats.
“For us it was, ok, go back to the JetBlue of old, which was doing these big, bold promotions, being a little cheeky,” Pouthier said. “And then, at the same time take the TrueBlue program and make it something that will resonate with people for years to come.”
Earning 25 years of status (and a boatload of points)
As for Johal, he’s already plotting how he’d like to spend the hundreds of thousands of points he earned with JetBlue.
We might suggest a flight to Europe in the carrier’s Mint cabin or a TrueBlue partner award on Japan Airlines.
Then again, as a longtime TPG reader with multiple rewards credit cards and a spreadsheet tracking millions of points, Johal probably has plenty of his own ideas.
“My reason for getting into the point hobby was being able to do aspirational stuff — or buying cheap tickets for economy on points,” he said. “I don’t know how to explain it, but it just makes me incredibly happy. Like winning a prize.”
We can relate.
Bottom line
According to Pouthier, JetBlue estimated it had more than 1,200 customers who appeared to be “going after” this challenge from the get-go.
As part of the promotion, unique destination (not origin) airports count toward the running total. Connection airports count, too.
However, keep in mind that Blue Basic (basic economy) flights aren’t eligible. On the other hand, award bookings made with TrueBlue points (including cash and points bookings) are.
Travelers who complete any part of the challenge will likely have a story to tell — not to mention a stash of miles and elite status if they went all in.
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