JetBlue Owned Company Expands Cruise Offerings
JetBlue’s travel subsidiary, Paisly, LLC, just announced on June 26, 2025, that it is expanding its cruise portfolio to include four new cruise line partners.
The tech-enabled travel service company will now offer booking for cruises on Cunard, Holland America Line, Virgin Voyages, and Oceania Cruises, significantly expanding its current cruise offerings.
Six other cruise lines were already available for booking through Paisly, including Royal Caribbean, Carnival Cruise Line, Norwegian Cruise Line, Celebrity Cruises, MSC Cruises, and Princess Cruises.
The addition of four more cruise lines will allow Paisly to offer more personalized and loyalty-integrated cruise offerings to its airline partners’ customers.
So far, JetBlue Vacations is the first brand to benefit from this expansion, offering more niche suppliers in both adult-only and luxury cruise categories.
You may be thinking, why is an airline focusing on growing its presence in the cruise industry?
The answer is quite simple — global trends indicate that the cruise industry will grow roughly 21% in the next three years.
Instead of ignoring the growing demand, the company is embracing it and wants to strengthen its presence as a seller of cruises that can be booked individually or bundled with flights.
To help meet the now-growing demand for bookings, Paisly’s team is planning to add new cruise partners monthly to increase its direct booking inventory.
This constant expansion of offerings will ultimately help scale the company to be able to serve a larger customer base, giving even more guests a chance to max out on their rewards while booking cruises.
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“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,” Perry added.
With JetBlue Vacations being the first brand to offer cruises through the use of Paisly, customers will be able to earn both airline rewards, such as TrueBlue points, as well as rewards for the cruise line they book with.
Paisly has also already announced that starting in the summer of 2026, it will be collaborating with United Airlines, further expanding the cruise offerings to more customers seeking non-air products.
Beyond the loyalty-focused program, Paisly will also offer the plane to port peace of mind policy, which ensures that if a flight is delayed enough to make a passenger miss embarkation, the company will step in to make sure they board at the next port of call.
With many companies updating and changing their rewards and loyalty programs recently, Paisly’s approach to maximizing the benefits for the customer is a welcome change of pace.
Backlash Over Changing Loyalty Programs
Paisly may be focused on being a loyalty-based program, but one of its existing cruise partners just decided to change its entire loyalty program — and let’s just say, cruisers are not happy.
Just last week, Carnival Cruise Line announced that beginning on June 1, 2026, it will be fully transitioning to a points-based system that resets every two years.
The true backlash has been over the fact that the lifetime status of VIFP club members will be eliminated, and that Carnival seemingly is disregarding its most loyal passengers entirely.
Some other cruisers are worried about Carnival Cruise Line’s changes possibly inspiring other cruise lines to follow suit, but that has yet to be seen.
The change in the loyalty program has also highlighted others that guests prefer, such as Royal Caribbean’s Crown & Anchor Society, which is based only on nights sailed.
While some of the cruise lines might alter their rewards programs, it appears that Paisly’s format is set in stone for now to help customers maximize their benefit earnings with each booking.