JetBlue Airways this month named Andrea Spiegel as vice president of sales and marketing. The travel marketing veteran takes over for Amy Curtis-McIntyre, who oversaw JetBlue's sales efforts from the carrier's launch in early 2000
(BTN, Jan. 24, 2000) through late last year when it passed the $1 billion annual revenue mark.
"We are now going through what we are calling a five-year gut check," Spiegel told BTN. "We are reviewing all aspects, with an eye on maintaining simplicity and consistency while refreshing the product in relevant ways."
Spiegel joined JetBlue after running her own marketing firm, AKS Communications, for eight years. Her clients included American Express, Cunard Line, Virgin Atlantic Airways and, more recently, Virgin USA/Virgin America. Her prior travel industry experience included marketing positions at Avis Rent a Car, Cunard and Virgin Atlantic. At JetBlue, Spiegel is responsible for sales and marketing efforts, encompassing distribution, branding, product development, research and interactive marketing. She reports to Tim Claydon, senior vice president for sales, marketing and information technologies.
Spiegel said the Boston market and transcontinental routes would be top priorities as the carrier expands operations. "The industry is so crazy right now, so we need to keep a finger on the pulse and stay agile enough to respond," she said. "The new Embraers will give us that flexibility on short-haul routes and routes to smaller cities that do not warrant the Airbus A320 planes." JetBlue later this year will serve as launch customer for the Embraer E190, a 100-seat jet it can use to enter small and midsize markets
(BTN, Aug. 16, 2004).Spiegel said JetBlue's corporate sales would continue focusing on the CompanyBlue booking tool, which has attracted 1,500 corporate accounts since registrations began one year ago. "We won't change our strategy of focusing on direct sales and we are keeping a close eye on other distribution developments," she explained. "It still is a matter of getting the word out." JetBlue in January ended participation in the Sabre global distribution system and is not listed in any of the primary GDSs
(BTNonline, Dec. 10, 2004).Spiegel added that the airline's corporate sales team "will grow with where we are flying." She also said JetBlue in the coming months would develop a co-branded consumer credit card "with business applications" in part to strengthen its loyalty program, and launch dynamic packaging capabilities.