In February 2015, Frontier announced that they will begin service to several destinations from Atlanta adding the airport as a focus city. In July, Frontier also began decreasing service from Washington Dulles International Airport removing the airport as a focus city. In early 2016 Frontier announced major route expansion from airports nationwide including Atlanta, Chicago, Cincinnati, Cleveland, Orlando, and Philadelphia. In June 2016, Frontier re-established service to Port Columbus International Airport. In May 2017, the airline announced opening a new crew base in Las Vegas in the fall 2017 to improve operational reliability and potentially create new jobs in Las Vegas. In December 2017, Frontier began service to Buffalo, New York, with service to Denver, Colorado, and Florida, including Miami, Fort Myers, Orlando, and Tampa.
Frontier took delivery of its first Airbus aircraft (an A319) in 2001 and simultaneously launched with it DirecTV in-flight television along with a new company livery. Frontier Airlines was the launch customer of the Airbus A318 in 2003. In mid-April 2005, Frontier officially became an all-Airbus fleet, retiring its last Boeing 737.
jetBlue's founders had set out to call the airline "Taxi" and therefore have a yellow livery to associate the airline with New York. The idea was dropped, however, for several reasons: the negative connotation behind New York City taxis; the ambiguity of the word taxi with regard to air traffic control; and threats from investor JP Morgan to pull its share ($20 million of the total $128 million) of the airline's initial funding unless the name was changed.
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.
jetBlue expanded service to the Caribbean, including to St. Maarten and Puerto Plata commencing January 10, 2008. With these additional destinations, jetBlue serves a total of twelve Caribbean/Atlantic destinations including Aruba; Barbados; Bermuda; Cancún; Nassau; Aguadilla; Ponce; San Juan, Puerto Rico; Santiago; and Santo Domingo, Dominican Republic.
After making a codeshare agreement with Lufthansa that went into effect in 2010, jetBlue transitioned to the Sabre reservation system used by Lufthansa, enabling the airlines to sell tickets on each other's flights, transfer luggage and passengers between the two carriers, and combine frequent flyer programs,. By making use of JetBlue's North America routes as a feeder network, the agreement put Lufthansa in a position to operate quasi-hubs in New York–JFK and Boston Logan.
Chautauqua Airlines operated up to 12 Embraer 135 and 145 jets out of Milwaukee. Frontier began branding these flights as Frontier Express in the spring of 2011. With the pull-down of the Milwaukee hub, the only route that continued to operate with a Frontier Express ERJ-145 jet was Milwaukee to Rhinelander. However, Frontier service to Rhinelander ended on January 3, 2013, and Chautauqua transferred the remaining aircraft to other partners.
Various consumer rights organizations and activists called for the creation of a government mandated “Bill of Rights” to protect air travelers from future experiences similar to the one previously described. On February 20, 2007, jetBlue released an apologetic response to the events that had taken place less than a week before with the creation of their Customer Bill of Rights, which offers financial reciprocation if a customer's flight is delayed or cancelled.