JetBlue Vacations Adds River Cruises to Booking Platform

Paisly has added Viking and Scenic Group’s Scenic Luxury Cruises & Tours and Emerald Cruises to the cruise inventory available through JetBlue Vacations, giving the platform its first river cruise products. Bookings across the three brands opened this week, including Viking’s river, ocean and expedition voyages.

The expansion follows a year in which cruise bookings through JetBlue Vacations more than doubled. It also extends Paisly’s loyalty model to additional cruise operators, allowing customers to earn JetBlue TrueBlue points on a booking while remaining eligible for rewards offered by the cruise line, subject to each operator’s program.

Cruise is one of Paisly’s fastest-growing categories

Paisly did not provide booking totals or a more precise year-over-year growth rate. The JetBlue-owned travel-services subsidiary identified cruise as one of the fastest-growing categories on its platform, which also supports hotel, rental car and activity bookings.

Michael Schmeltzer, head of commercial at Paisly, said the company’s direct relationships with travel suppliers are central to the expansion.

“As we continue to grow, cruise is a category where we see a lot of opportunity,” Schmeltzer said.

River inventory joins Paisly’s platform

The addition of Viking, Scenic and Emerald introduces river itineraries to Paisly’s cruise portfolio. Viking runs small-ship river and ocean itineraries. Scenic and Emerald both operate European river programs, and Scenic Group’s fleet also spans ocean and expedition yachts across its two cruise brands.

Paisly, previously known as JetBlue Travel Products, uses its booking technology and supplier relationships to provide travel inventory for partner brands. The company said its loyalty integrations are also intended to create ancillary revenue opportunities for those partners.

Paisly plans to begin powering cruise offerings for MileagePlus Travel in 2027.