Localized Spanish Sites Help JetBlue’s Sales Soar
“With MarketFully, site traffic, engagement & sales from Spanish speaking customers soared. MarketFully is a terrific partner.”
Maryssa Miller, Head of Digital Commerce, JetBlue Airways
JetBlue Airways’ award-winning approach to customer service has long positioned it as an industry leader. Even in 2007, when the U.S. airline industry faced rising fuel costs and a sluggish economy, JetBlue remained focused on growth. The company’s strategy centered on increasing direct-to-consumer bookings and driving revenue through its website. JetBlue identified the rapidly expanding U.S. Hispanic population as a prime market for online engagement. Reaching these customers had the potential to strengthen its profitable north-south network strategy in Latin America and the Caribbean.
In 2008, MarketFully translated and launched JetBlue’s Spanish-language website, designed to serve both U.S. Hispanics and Spanish-speaking travelers in Latin America. MarketFully also implemented localization and optimization tools to enhance engagement and conversion rates.
Outcome
Since its launch, JetBlue’s Spanish desktop site has generated substantial revenue growth, including a 284% increase followed by an additional 119% gain in the following year. The Spanish mobile experience produced similarly strong results: within six weeks of its launch, combined Spanish desktop and mobile traffic rose by 80%, revenue from Spanish mobile users increased by 363%, and signups for JetBlue’s customer loyalty program grew by 269%.
The mobile site achieved such strong performance that it recouped its initial costs in just five days. Mobile bookings and revenue remain high enough that JetBlue covers the total annual operating cost of the Spanish mobile site in a single day.
