Paisly Expands Cruise Portfolio, Deepening Loyalty-Linked Travel Offerings
JetBlue Vacations is first to integrate expanded inventory as Paisly scales cruise access for airline partners
Paisly, LLC, JetBlue's (NASDAQ:JBLU) wholly-owned travel subsidiary and a tech-enabled managed travel services company, today announced the expansion of its cruise portfolio with the addition of four cruise line partners: Holland America Line, Cunard, Virgin Voyages, and Oceania Cruises. This significantly expands Paisly's existing cruise offering and enhances its ability to deliver more personalized, loyalty-integrated cruise experiences to its airline partners' customer bases. JetBlue Vacations is the first brand to benefit from this expanded inventory, offering its customers an expanded cruise portfolio, more niche suppliers in both the luxury and adult-only category.
This latest portfolio expansion reflects Paisly's growing strength as a seller of cruises, either bundled with flights, or standalone. With 34.6 million global cruise passengers in 2024 and that number forecast to reach 42 million by 2028, according to industry estimates, cruising remains one of the fastest-growing sectors in leisure travel. To meet this demand, Paisly is adding a new cruise partner each month. By rapidly increasing its direct inventory, Paisly is scaling its ability to serve a broader customer base while maintaining full control over a Paisly enhanced traveler experience, from supplier relationships to customer support. Paisly's platform is built to handle complexity at scale, allowing airline partners to offer a curated, loyalty-connected cruise experience without relying on third-party aggregators.
Maximizing Customer Travel Rewards
JetBlue Vacations, the first brand to offer cruises through Paisly, enables customers to double dip on every cruise booking, earning airline rewards like TrueBlue points and tiles toward loyalty status, as well as rewards from the cruise line. This loyalty-first approach is powered by Paisly's proprietary tech, which delivers real-time, personalized offers based on flight and behavior data. All services, from supplier relationships to 24/7 customer support, are managed in-house, ensuring a seamless experience driven by smart tech, human-first service, and unbeatable loyalty value.
"Cruising is a category overdue for disruption, and that's exactly what Paisly is delivering," said Jamie Perry, President of Paisly. "By expanding our cruise offering and integrating it with our personalization engine and loyalty tools, we're enabling JetBlue, and future airline partners, to offer customers an experience that's smarter, simpler, and more rewarding."
United Airlines ‘Cruising' over to Paisly
This expanded cruise inventory sets the stage for Paisly's upcoming collaboration with United Airlines, announced just last month. Beginning in summer 2026, Paisly will begin offering United customers cruise offerings as part of a broader initiative to bring them more customized, loyalty-aligned non-air products. United customers will soon benefit from the same proactive support, seamless cruise personalization, and loyalty integration already available to JetBlue travelers, while future airline partners will be able to deliver this differentiated experience under their own brands.
Plane to Port Peace of Mind
Paisly's cruise fulfillment model includes its signature Plane to Port Commitment, currently offered through JetBlue Vacations. This policy ensures that if a flight delay prevents a customer from making their cruise departure, Paisly will step in to help them reach the next port of call. Enabled by Paisly's in-house tech and service infrastructure, the commitment can be extended to any airline partner that bundles air and cruise products through the platform. While the current implementation applies to JetBlue-operated flights, Paisly is built to deliver the same proactive support and reliability across any partner airline that integrates cruise fulfillment.
With its growing roster of cruise partners and a platform designed for personalization and loyalty integration, Paisly is redefining how airlines can offer, own, and optimize cruise fulfillment for their customers, at scale and with unmatched customer value.
About JetBlue Vacations
JetBlue Vacations offers flexible travel packages including JetBlue flight + hotel, JetBlue flight + cruise, hotel + points, and standalone cruise bookings. Customers get access to the lowest available JetBlue airfare when they book as part of a package, delivering exceptional value for money. Each trip can be customized with add-ons like cars, transfers, and activities. Vacation packages also earn TrueBlue points and tiles, helping customers get closer to Perks You Pick® & Mosaic status. Select JetBlue Vacations packages include exclusive benefits through the Very Important Perks (VIP) and Insider Experience programs (available in select destinations), bringing JetBlue's signature customer service into every step of the travel journey.
About Paisly
Paisly, LLC is a tech-enabled managed travel services company that is committed to delivering personalized, human-first experiences at scale. Paisly, a wholly-owned subsidiary of JetBlue Airways Corporation, leverages a proprietary technology platform that is purpose-built for the airline industry, and delivers personalized travel offers based on customer behavior and real-time context.
Unlike traditional platforms, Paisly manages all services in-house, from hotel partnerships and marketing to customer care, ensuring a seamless experience. Its model is built on three core pillars: great products powered by innovative tech, exceptional customer service delivered by its 24/7 Helpful Humans team and Insider Experience program, and unbeatable value through personalized recommendations. With over 300 dedicated crewmembers, Paisly is redefining how travelers research, plan, book, and enjoy their trips - making every journey better.
About JetBlue
JetBlue is New York's Hometown Airline®, and a leading carrier in Boston, Fort Lauderdale-Hollywood, Los Angeles, Orlando, and San Juan. JetBlue carries customers to more than 100 cities throughout the United States, Latin America, Caribbean, Canada, and Europe. For more information and the best fares, visit jetblue.com.
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