In July 2013, Frontier started service from New Castle Airport near Wilmington, Delaware to five destinations, which Frontier markets as Wilmington/Philadelphia. Again, this airport had no commercial service prior to Frontier's entry. New Castle Airport lies roughly 30 miles southwest of Philadelphia International Airport and 75 miles northeast of Baltimore–Washington International Airport.
In October 2013, Republic Airways Holdings entered into an agreement with private equity firm Indigo Partners to sell Frontier Airlines for approximately $145 million. According to Indigo, the transaction would further Frontier's evolution into an ultra-low-cost carrier. In December 2013, Indigo Partners LLC, through an affiliate, completed the purchase of Frontier Airlines from Republic Airways Holdings. The airline's headquarters will remain in Denver. Republic Airways Holdings subsidiary Republic Airlines no longer flies Embraer 190 aircraft on behalf of Frontier, as of January 1, 2014.
On January 11, 2007, Frontier Airlines signed an 11-year service agreement with Republic Airlines. Under the agreement, Republic was to operate 17, 76-seat Embraer 170 aircraft for the former Frontier JetExpress operations. At the time the contract was canceled in April 2008, Republic Airlines operated 11 aircraft for Frontier Airlines, with the remaining six aircraft expected to join the fleet by December 2008. With the integration of Republic aircraft, the 'JetExpress' denotation was removed. Subsequent to the cessation of Horizon's services for Frontier in December 2007, all flights operated by Republic were sold and marketed as "Frontier Airlines, operated by Republic Airlines." The first market created specifically for the Embraer 170 was Louisville, Kentucky, which began on April 1, 2007. Service to Louisville was suspended in August 2008 but restarted in April 2010.
In September 2009, JetBlue made changes to its TrueBlue program. In the new program, members receive three points for every dollar spent toward a flight, excluding taxes and fees, plus an additional three points for every dollar spent on a flight if booked online directly on the JetBlue.com website. Additional points are awarded if the member uses the Barclay's issued JetBlue Mastercard credit card to purchase the flight. The price of flights in points depend on the fare of the flight in U.S. dollars. The new program launched on November 9, 2009.
In July 2007, the airline partnered with 20th Century Fox's film The Simpsons Movie to become the "Official Airline of Springfield". In addition a contest was held in which the grand prize would be a trip on JetBlue to Los Angeles to attend the premiere of the film. The airline's website was also redecorated with characters and their favorite jetBlue destinations and the company was taken over by the show/film's businessman villain Montgomery Burns.
In December 2006, jetBlue, as part of their RTP plan, removed a row of seats from their A320s to lighten the aircraft by 904 lb (410 kg) and reduce the cabin crew size from four to three (per FAA regulation requiring one flight attendant per 50 seats), thus offsetting the lost revenue from the removal of seats, and further lightening the aircraft, resulting in less fuel burned.
As part of its plan to stay competitive in reaction to the entry of Southwest Airlines into Denver, the company underwent a reorganization early in 2006. On April 3, 2006, Frontier created Frontier Airlines Holdings (FRNT), a holding company incorporated in Delaware to take advantage of favorable tax laws in that state. The corporate headquarters did not leave Colorado.
jetBlue's first major advertising campaign incorporated phrases like "Unbelievable" and "We like you, too". Full-page newspaper advertisements boasted low fares, new aircraft, leather seats, spacious legroom, and a customer-service-oriented staff committed to "bringing humanity back to air travel". With a goal of raising the bar for in-flight experience, jetBlue became the first airline to offer all passengers personalized in-flight entertainment. In April 2000, flat-screen monitors installed in every seatback allow customers live access to over 20 DirecTV channels at no additional cost.
JetBlue Technology Ventures (JTV)  is a wholly owned subsidiary of JetBlue that was established in February 2016. JTV is the venture capital arm of JetBlue that invests in and partners with early-stage startups in the travel, hospitality, and transportation space. Its mission is to improve the end-to-end experience of travelers everywhere. As of November 2018, JTV has invested in 21 startups, including hybrid planes, machine learning algorithms, and ground transportation. Investments range in size from $250,000 to $1 million.