JetBlue Airways NPS 2025 tells two different stories depending on when you check it. In the first half of the year, the airline built one of the strongest loyalty scores in the industry. By the fourth quarter, that score had cooled considerably, though it still led every major US carrier.
This shift matters if you are benchmarking your own customer experience program, tracking airline loyalty trends, or trying to understand why a single quarter rarely tells the full story. Net Promoter Score, or NPS, measures how likely customers are to recommend a brand, and it moves with real business conditions.
Below, we break down JetBlue’s exact 2025 numbers quarter by quarter, compare them to Delta, Southwest, United, and American Airlines, and explain what drove the shift.
What is JetBlue’s NPS score in the most recent quarter?
JetBlue Airways posted a Net Promoter Score of 39 in the fourth quarter of 2025, based on QuestionPro’s quarterly benchmarking study of more than 1,000 US consumers. That was down from a peak of 52 in the third quarter, though it still ranked first among the five largest US carriers.
NPS comes from a single question: how likely a customer is to recommend a brand, with the share of Detractors subtracted from the share of Promoters. Here is how JetBlue’s score moved across all four quarters of 2025:
| Quarter | JetBlue NPS | Airline industry average |
| Q1 2025 | 50 | 33 |
| Q2 2025 | 43 | 37 |
| Q3 2025 | 52 | 50 |
| Q4 2025 | 39 | 22 |
JetBlue outperformed the industry average every quarter of the year. The gap narrowed in Q3, when a broader summer surge lifted most airlines, and widened again in Q4 as the whole sector corrected.
What is Net Promoter Score (NPS)?
Net Promoter Score is a customer loyalty metric based on one question: how likely are you to recommend this company to a friend or colleague, scored from 0 to 10. It sorts customers into three groups and turns their answers into a single number CX teams can track over time.
- Promoters (9 to 10): loyal customers who are likely to recommend the brand and keep flying it.
- Passives (7 to 8): satisfied customers who are not enthusiastic enough to actively promote the brand.
- Detractors (0 to 6): unhappy customers who may discourage others from booking the airline.
The formula is simple. NPS equals the percentage of Promoters minus the percentage of Detractors. A score of 39 means Promoters outnumber Detractors by 39 percentage points, not that 39 percent of customers are happy.
How does JetBlue compare to other US airlines in Q4 2025?
JetBlue held the top spot among major US carriers in the fourth quarter of 2025, but the field moved closer together than it had earlier in the year. Southwest Airlines finished second, while Delta, United, and American landed within two points of each other.
| Airline | Q4 2025 NPS |
| JetBlue Airways | 39 |
| Southwest Airlines | 34 |
| Delta Air Lines | 27 |
| United Airlines | 26 |
| American Airlines | 25 |
For a full breakdown of how each airline performed across all of 2025, see the airline NPS benchmarks report. Delta Air Lines’ NPS held up better earlier in the year, peaking at 61 in Q3 before falling back in line with the rest of the industry.
This data comes from QuestionPro’s latest report, which surveyed 1,000 people to measure the Net Promoter Score (NPS) of top brands. The report is based on Q1 2025 data and is updated quarterly, so you can see how brands are doing and what they can do to improve.
Why did JetBlue’s NPS fall from 52 to 39 in Q4 2025?
JetBlue’s NPS dropped 13 points in the fourth quarter mainly because of a steep decline in customer satisfaction during the holiday travel season, not a change in the airline’s underlying strategy.
Customer Satisfaction (CSAT) for JetBlue fell from 92 in Q3 to 74 in Q4, and future purchase intent slipped from 80 to 74 over the same period, per QuestionPro’s Q4 2025 data. Southwest Airlines’ NPS tells a similar story, sliding from 43 to 34 as the sector absorbed holiday operational strain, rising fares, and weather disruptions.
The drop does not erase JetBlue’s progress earlier in the year. Under JetForward, its multi-year plan to cut costs and rebuild service quality, the airline reported double-digit year-over-year NPS growth through the third quarter, according to comments from CEO Joanna Geraghty on JetBlue’s Q3 2025 earnings call. Separately, the J.D. Power 2025 North America Airline Satisfaction Study ranked JetBlue first in the first and business class segment, confirming the airline’s gains were real before the Q4 slowdown.
Why do some NPS trackers show JetBlue with a negative score?
Third-party trackers often report very different numbers than structured brand studies because they use different data sources and survey methods, not because customer sentiment changed overnight.
Sites like AltIndex and Comparably have reported JetBlue NPS figures as low as -11 and -10. These tools typically aggregate scraped reviews, social sentiment, or small self-selected panels, which tend to skew toward extreme opinions in both directions.
QuestionPro’s benchmark instead surveys a fixed sample of more than 1,000 US consumers each quarter, using the standard 0 to 10 NPS question and applying the same Promoter, Passive, and Detractor formula across every brand studied. That consistency is what makes a score of 39 comparable across airlines and across quarters. When you see two very different NPS numbers for the same company, check the sample size and survey method before assuming one of them is wrong.
What mistakes should you avoid when comparing airline NPS scores?
The most common mistake is treating a single quarter’s NPS as a permanent verdict on a brand, when the 2025 data shows scores swinging more than 20 points in three months.
- Ignoring seasonality: Holiday travel, weather, and pricing changes move NPS every quarter, so compare the same quarter year over year rather than adjacent quarters.
- Mixing survey methods: A scraped-review score and a structured thousand-person survey are not measuring the same thing, even when they share a scale.
- Skipping sample size: A benchmark built on a few dozen responses carries far more noise than one built on a thousand.
- Reading NPS alone: CSAT and purchase intent often move first and explain why NPS changed, as they did for JetBlue in Q4 2025.
How can you measure and improve NPS the way top-scoring airlines do?
Airlines and other brands improve NPS by asking the core question consistently, reaching customers at the right moment, and acting on feedback quickly. That is the approach QuestionPro’s Customer Experience platform is built around.
- Ask the standard question.
Use “How likely are you to recommend us to a friend or colleague?” on a 0 to 10 scale, paired with a follow-up asking why, to capture context alongside the score. - Reach customers where they are.
Distribute surveys by email, text, in-app prompts, or QR code, and use QuestionPro Audience when you need responses from people who are not already your customers. - Watch the score in real time.
A live dashboard should update as responses arrive, showing shifts in Promoters, Passives, and Detractors before they show up in revenue. - Close the loop.
Route Detractor responses to the right team immediately, since a fast follow-up is what turns a complaint into a saved relationship.
Brands that pair these steps with the QuestionPro Customer Experience platform can benchmark themselves against the same industry data used throughout this article.
What JetBlue’s 2025 numbers mean heading into 2026
JetBlue’s year shows that a strong NPS is not a fixed asset. It has to be earned every quarter through service, reliability, and how a company responds when things go wrong.
The airline still closed 2025 as the NPS leader among major US carriers, even after a rough fourth quarter. That combination, real gains from JetForward alongside a holiday-season dip, is a more honest picture of airline loyalty than any single number.
For teams building their own online survey software program, the lesson is the same one this quarterly data keeps showing: track trends, not snapshots, and expect the score to move with the business.
Ready to Benchmark Your Brand?
JetBlue’s 2025 performance proves that a strong NPS is more than transportation; it’s about connection. With high satisfaction, low complaints, and loyal customers willing to share their positive experiences, JetBlue has turned everyday flights into something worth recommending.
Explore the Q1 2025 NPS Benchmark Report to see how top companies are using feedback to drive real growth.
If you’re curious about how your brand compares or want help building your own NPS success story, QuestionPro’s expert team is ready to assist you.
Frequently Asked Questions (FAQs)
Above 50 is considered excellent for airlines, while 30 to 50 is good and reflects most passengers being satisfied enough to recommend the carrier. The Q4 2025 airline average was 22, meaning even a mid-30s score currently ranks well above typical performance.
QuestionPro updates its airline NPS benchmark every quarter, so JetBlue’s score reflects the most recent three-month period rather than an annual average. The next update will show how the airline recovers from its Q4 2025 dip heading into the new year.
United Airlines’ new “Blue Sky” partnership with JetBlue introduced booking changes late in 2025, which QuestionPro’s data links to a drop in United’s own purchase intent score. There is no direct evidence yet that the partnership affected JetBlue’s NPS specifically.
Customer Satisfaction (CSAT) measures happiness with a single interaction, while future purchase intent tracks whether customers plan to fly again. QuestionPro’s benchmark also plans to track Customer Effort Score starting in 2026, which measures how much friction customers experience along the way.
Yes. QuestionPro publishes every historical quarter free to view for JetBlue, Delta, Southwest, United, and American Airlines, going back to Q1 2025. Only the current quarter’s complete brand-by-brand rankings require downloading the full report.
JetBlue isn’t the only company in the airline industry with valuable lessons for those looking to improve their customer service and experience. Below, we recommend a few articles where you can learn how other major airlines manage to maintain a high NPS and a loyal customer base — you’ll surely find some useful insights along the way.
