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New US airline aims to be world’s ‘nicest’

Low cost carrier wants to fill “gaping holes in the industry”

His fifth airline start-up, JetBlue founder David Neeleman has unveiled his latest carrier: Breeze.  


Looking to launch before the end of 2020, Breeze will be headquartered in Utah and aim to serve routes via currently underserved airports. 


Image Breeze


Neeleman, whose previous airline enterprises include Morris Air (bought by Southwest in 1993), WestJet (Canada’s second biggest carrier), Azul (Brazil) and most famously, JetBlue, said the goal is for Breeze to become “the world’s nicest airline”. 


“Twenty years ago, we brought humanity back to the airline industry with JetBlue,” he said in a statement.


Ironically, key to the airline will be the apparent removal of the human touch. 


“The goal is to have our customers ... never having to speak with anybody, if they don’t want to,” Neeleman said, with the new budget airline prioritising a customer-centric system by way of an app-based toolkit for booking flights and other travel.


“Add a car, add a hotel, cancel a flight, make changes, it will all be there at your fingertips. Completely hassle-free flying.” 


Breeze has ordered 60 new A220-300 planes and leased 30 Embraer 195 aircraft from Azul, with the plan to fly the Airbus jets on nonstop flights between mid-size markets.


“I never started an airline just to start an airline,” Neeleman told Deseret News.


“Right now, we see some pretty gaping holes in the industry.”


“We can cut the fare in half and get them there faster ... and we’re going to do it in a completely new way.”



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Written by: Mark Harada
Published: 11 February 2020

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