JetBlue’s Paisly Adds Four Cruise Lines, Expands Loyalty Integration

JetBlue’s travel subsidiary, Paisly, LLC, announced on June 26, 2025, a significant expansion of its cruise offerings with four new partners: Cunard, Holland America Line, Virgin Voyages, and Oceania Cruises. JetBlue Vacations will be the first brand to offer this broader selection, which joins an existing lineup of Royal Caribbean, Carnival Cruise Line, Norwegian Cruise Line, Celebrity Cruises, MSC Cruises, and Princess Cruises. According to Paisly, the move responds to a cruise industry that is expected to grow by 21% over the next three years.

New Cruise Partners and Expanded Selection

The newly added Cunard, Holland America Line, Virgin Voyages, and Oceania Cruises bring luxury and adult-only options to Paisly’s platform. To keep pace with rising demand, Paisly plans to add a new cruise partner each month. This strategy aligns with the company’s ambition to deepen its selection of cruise offerings while integrating it with flight bookings through JetBlue Vacations.

• Cunard
• Holland America Line
• Virgin Voyages
• Oceania Cruises

Jamie Perry, president of Paisly, described the cruise category as “overdue for disruption,” adding that by expanding the portfolio and integrating personalization and loyalty tools, Paisly aims to “help airline partners offer more rewarding experiences.”

Loyalty Integration and Personalization

Customers booking through JetBlue Vacations can earn JetBlue’s TrueBlue points and loyalty status tiles, in addition to the applicable rewards from their chosen cruise line. Paisly’s personalization engine leverages flight and behavior data to curate tailored offers, reflecting travelers’ timing and product preferences. This approach aims to create a reward-rich trip-planning process that connects flights with cruises across various brands.

As part of its broader ambitions, Paisly will extend these features to future airline partners, including United Airlines starting in summer 2026. By standardizing technology and loyalty integration across multiple carriers, Paisly hopes to streamline how travelers book integrated air-and-sea packages.

Plane to Port Commitment

Paisly’s Plane to Port Commitment supports travelers who face flight delays that cause them to miss their cruise embarkation. Under this policy, passengers receive rebooking assistance to join their voyage at the next port of call when feasible. The coverage applies to bookings made through JetBlue Vacations and will extend to any airline partner that bundles air and cruise products on Paisly’s platform.

Industry Dynamics and Comparison with Carnival Changes

As Paisly pursues a loyalty-forward strategy, it stands in contrast to recent developments at Carnival Cruise Line. Carnival’s upcoming changes to its VIFP loyalty program, set to take effect in June 2026, will eliminate lifetime status and transition to a points-based system that resets every two years. The move has drawn backlash from some longtime cruisers who favor more permanent loyalty features. Paisly, by contrast, points to its dual-earning model and flexible redemption policies as a way to maintain customer-friendly rewards over the long term.

Growth Outlook and Upcoming Partnerships

Alongside the monthly addition of new cruise partners, Paisly reports that it expects substantial growth in the cruise sector over the next few years. JetBlue Vacations is poised to benefit, offering a bundled travel experience that includes flight, cruise, and land-based activities. The planned collaboration with United Airlines in summer 2026 is further evidence of Paisly’s vision for a unified, loyalty-centric product that meets a variety of travel needs.

By enhancing its cruise roster and focusing on advanced personalization, Paisly appears intent on redefining how travelers book packaged getaways. With loyalty benefits, service guarantees, and a wide range of niche cruise offerings now in place, the platform is positioned to appeal to a broad segment of the cruising public.

Frequently Asked Questions (FAQs)

Which cruise lines were recently added to Paisly’s platform?

Cunard, Holland America Line, Virgin Voyages, and Oceania Cruises were added to an existing collection that includes Royal Caribbean, Carnival Cruise Line, Norwegian Cruise Line, Celebrity Cruises, MSC Cruises, and Princess Cruises.

How does the loyalty program benefit customers?

Those who book through JetBlue Vacations can earn TrueBlue points and status tiles while also receiving loyalty rewards from their chosen cruise line, enhancing overall benefits and encouraging repeat bookings.

What is the Plane to Port Commitment?

This policy helps travelers who miss their cruise embarkation because of flight delays, providing rebooking assistance so they can join their cruise at the next available port.

How do Paisly’s rewards compare to Carnival’s recent loyalty changes?

Unlike Carnival Cruise Line’s planned points-based system, which resets every two years, Paisly’s model focuses on ongoing earning potential, maintaining customer-friendly rewards without imposing expiration periods.

When can United Airlines customers use Paisly’s cruise options?

Paisly plans to integrate its cruise booking platform with United Airlines starting in summer 2026, expanding access to loyalty-aligned cruise products for United travelers.

With an approach built around expanded cruise choices, loyalty incentives, and flight disruption mitigation, Paisly continues to position itself as a leading force in shaping the evolving travel market.