JetBlue’s (NASDAQ: JBLU) shares were somewhat flat Thursday, as its wholly-owned travel subsidiary Paisly, LLC and a tech-enabled managed travel services company, 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,” read this morning’s news release, “is built to handle complexity at scale, allowing airline partners to offer a curated, loyalty-connected cruise experience without relying on third-party aggregators.”
Parent JBLU inched forward three cents to $4.24 late Thursday morning.
