Colombia could serve as JetBlue’s Latin America growth platform

A recent expansion by JetBlue in Colombia through new flights from Fort Lauderdale appears to be just the beginning of the carrier's plans to expand in the country and throughout Latin America. JetBlue envisions replicating the success it has achieved in the Colombian market, which it first entered in 2009 with a daily Orlando-Bogota flight, by increasing destinations in Colombia from Florida and possibly New York. Its success in Colombia may also persuade JetBlue to decide to penetrate further into South America, possibly with widebody aircraft at some point in the future.

Currently the Caribbean and Latin America region accounts for about 25% to 30% of JetBlue's total capacity. The carrier during the last few years has made a concerted effort to build-up its presence in the Caribbean from its hub at JFK and its large bases at Orlando and Fort Lauderdale in Florida and at San Juan in Puerto Rico. But its Latin American network now comprises just four destinations: Cancun, Mexico; Liberia and San Jose, Costa Rica; and Bogota, Colombia.