JetBlue's Comfy New Place to While Away the Hours

(page 2 of 2)

Subtly Stressing the Brand

JetBlue's ubiquitous blue brand identity, always an integral part of its corporate marketing, communications, and aircraft livery, has been integrated into the design. At various points—such as at security and in the baggage-claim area and the Marketplace—passengers will face a long, glowing, blue Panelite wall, which, Hooper explains, "is a low-key brand signifier and a way of saying you have reached another destination, like waiting for a bag."

One question, of course, is whether all the systems at T5 will function properly on opening day, when JetBlue will switch all flights from its current terminal next door. JetBlue hopes to avoid the fate of British Airways, which suffered much embarrassment this year when a glitch in the baggage delivery system caused mayhem at the opening of its own Terminal 5 at London's Heathrow Airport. So JetBlue has invited 1,000 of its frequent flyers to participate in a practice run-through on Aug. 23.

The airline will be testing everything from how computer and baggage systems work to whether passengers understand the signs. The passengers will each be given a traveler profile and mock itinerary and go through the motions of check-in and "flow" to the gates, whereupon they will turn around and play the role of arriving passengers. The big test, of course, will come when the terminal is in operation and flights are delayed during a summer thunderstorm or winter blizzard.

Endless Waiting

Planning for T5 was based on the notion that today's passengers often spend more time than ever before in a terminal and depend on entertainment and impulse purchases to while away the hours as well as available services to buy food and beverages to take on board. That's why the Rockwell-designed Markeptlace is a convergence point for arriving and departing passengers. The space is dominated by a large, egg-shaped aluminum ring suspended from the ceiling and equipped with 43 LCD monitors—for displaying information and possibly site-specific art work—and a 4-ft.-high grandstand inspired by the steps of New York's Metropolitan Museum of Art. The design, Rockwell says, "welcomes you as a place to perch, watch, or eat."

Not all passengers, though, care about art work or "dwell time," as the jargon has it, at an airport. Business travelers, for example, won't find a dedicated business lounge at T5, which irritates Joe Brancatelli, editor of a popular business travel Web site, joesentme.com. "I can't work in the maddening crowd, or a terminal packed with people and whining babies," he says, arguing that the lack of a lounge is shortsighted at a time when JetBlue is trying to lure corporate travelers. While he's looking forward to all the promised bells and whistles at T5—especially food delivered to the gate, if it works—Brancatelli says JetBlue should "give us or sell us the space to work privately." In response, Bryan Baldwin, a JetBlue spokesman, says there's no business lounge at T5 because the carrier is a single-class airline (although it does sell seats with more legroom), which means no separate spaces for special passengers. With such features as free wireless and gourmet restaurants, Baldwin claims, T5 "is like one big business lounge."

Along with other airlines, JetBlue is suffering the crush of high jet-fuel prices, which have jumped 69.2% over past year, according to the International Air Transport Assn. As a result, the airline has been forced to announce such revenue generating measures as charging $7 for a blanket-and-pillow set, $20 for a checked bag, and $10 to $20 for extra legroom. The airline also delayed delivery of 10 Embraer 190 aircraft and suspended near-term expansion plans beginning in September. "We currently do not plan to grow in 2009," the airline said in a statement. (In sympathy with employees, Chief Executive David Barger took a voluntary 50% pay cut, to $250,000, for the second half of 2008.) JetBlue recently announced a $7 million quarterly loss, compared with a $21 million profit a year ago.

Passengers will no doubt find T5's amenities a pleasure compared with older, less convivial terminals. Yet for all its creature comforts, business traveler and commentator Brancatelli says the priority for most travelers is to get in and out fast and be on their way. "Some people do want to shop and eat at the airport, or go to a museum," he adds, "but as a business traveler, I just really want to fly."

View a sneak peek of the new JetBlue Airways terminal, set to open October 1.

Ernest Beck spent almost a decade as a staff reporter for the Wall Street Journal in Budapest and London. After leaving the Journal in 2002, he became a freelance contributor to numerous publications including the New York Times, Metropolitan Home, and SmallBiz.