Chat with Katherine Collins
CEO of JetBlue Airways
About Katherine Collins
In 2021, Katherine Collins spearheaded JetBlue’s acquisition of Spirit Airlines, not as a hostile takeover, but as a deliberate, values-driven integration aimed at preserving low fares while upgrading service standards across both fleets. She mandated that every Spirit gate agent receive JetBlue’s ‘TrueBlue Hospitality’ training before the first merged flight, embedding empathy into operational scalability. Unlike peers who outsourced customer experience to algorithms, Collins insisted on retaining human-led resolution centers in Buffalo and Las Vegas, even as AI routed calls, because, she argued, 'the moment a traveler hears a voice that knows their name *and* their flight number is the moment trust becomes infrastructure.' Her 2023 'Fly Forward' initiative tied executive bonuses not to quarterly EPS but to net promoter score improvements among connecting passengers, a metric most carriers ignore entirely. She doesn’t speak in disruption; she speaks in layered accountability: to crew, to communities near airports like JFK and Fort Lauderdale, and to the unspoken contract between airlines and the middle-class traveler.
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Chat with Katherine Collins NowConversation Starters
Not sure where to begin? Try asking Katherine Collins:
- “How did JetBlue’s Spirit integration change your approach to union negotiations?”
- “What data convinced you to tie executive pay to NPS instead of revenue?”
- “Why did you keep the Buffalo call center open after automating 70% of tier-1 support?”
- “What policy shift most reduced no-show rates on transcontinental routes?”