JetBlue is stepping up its mobile efforts with a new iPhone application feature that lets users store their boarding passes for easy access while traveling.

The airline has revamped its iPhone application with new features that also tie into JetBlue’s TrueBlue loyalty program. Mobile boarding passes will also be rolled out to JetBlue’s Android app in the coming months.

“We wanted to relaunch the JetBlue app with new features that would be relevant to the demands of today’s connected traveler and take advantage of the latest devices in the market today,” said Jonathan Stephen, head of mobile and emerging technologies at JetBlue, Forest Hills, NY.

“Although mobile boarding passes are not new to the airline digital space, the adoption numbers have increased over recent years, so we felt the addition of this feature is important to our customers,” he said.

Streamlined travel
Mobile boarding passes are available for consumers traveling in eight cities. The eight locations are Las Vegas, San Francisco, Boston, San Juan, Orlando, New York, Fort Lauderdale and Los Angeles.

The boarding pass is saved as a 2D bar code that includes the traveler’s information. The code can then be scanned by airport employees at checkpoints in the airport.

The boarding pass also shows if a user has purchased JetBlue’s Even More Speed, which is set up to speed travelers through airport security quickly with designated security lanes at select airports in the United States.

Other new features in the app upgrade include terminal maps, city guides, post cards and JetBlue-branded wallpapers.

JetBlue is working on integrating the boarding pass into Apple’s Passbook and will include mobile boarding passes into its Android app in the near future.

Additionally, a tablet app is currently being developed.

Mobile wings
JetBlue has been active in mobile for a while, specifically in the past year.

JetBlue overhauled its digital presence in 2012 with an iPhone app and new mobile and Web sites.

At the time, the company saw 10 percent of its traffic coming from mobile devices (see story).

Additionally, JetBlue used mobile advertising in May to offer consumers time-sensitive deals (see story).

With mobile bookings increasingly playing a role for airlines and online travel agencies, it is critical that marketers continue to revamp their mobile apps and sites to build loyalty and drive revenue.

“Mobile continues to grow here are JetBlue and we will continue to look for ways to redefine the digital airline space with smart, beautifully-designed products that add value to the travel experience and deepen the relationship we have with our customers,” Mr. Stephens said.

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York