Destinations in Latin America and the Caribbean make up one-third of JetBlue’s route network, and the ecosystem health and natural appearance of these destinations have a direct impact on our business. No one benefits when oceans and beaches are polluted, yet these problems persist around the world.
Connecting profit and conservation
That’s why we’ve teamed up with The Ocean Foundation, Clinton Global Initiative, and Surfrider Foundation to explore a novel approach to ocean health in the Caribbean.
With The Ocean Foundation’s help, we’re working to show the economic value of clean beaches by directly tying the importance of nature to our airline’s main economic measure– revenue per available seat mile (RASM). By attempting to attach actual dollar values to unspoiled shorelines, we hope to strengthen our own as well as other businesses’ and governments’ interest in protecting the destinations and ecosystems we depend on. Together with The Ocean Foundation we hope to develop a plan to preserve and protect these areas.