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.
In 1997, Maverick Airways was operating code share service for Frontier with de Havilland Canada DHC-7 Dash 7 STOL capable turboprops between Denver (DEN) and two destinations in Colorado: Grand Junction (GJT) and Steamboat Springs (SBS). However, the service was short lived as Maverick encountered financial challenges and then ceased all flights.
In 2014, Frontier announced it would be transitioning into an ultra-low cost carrier. Frontier will also cut several flights and jobs at their Denver hub and transition them to different markets. On January 16, 2015 Frontier announced that it will close both its Denver and Milwaukee call centers, laying off 1,300 employees and outsourcing the jobs to call center company, Sitel, which operates a large call center for Frontier in Las Cruces, New Mexico. As part of its transition to an ultra-low-cost airline, Frontier Airlines joined Spirit and Allegiant in June 2015 in removing its toll-free telephone number for customer service.
A new marketing strategy has been partnerships with professional sports teams and venues. As the official airline of the New York Jets, JetBlue has specially painted the exterior of one of their Airbus A320s (N746JB) in the team's colors. Aircraft N605JB is based on the design of the Boston Red Sox road uniform and sports a grey fuselage with navy lettering. This aircraft was unveiled in February 2012, just in time for the opening of the Red Sox new spring training facility in Fort Myers, Florida named JetBlue Park at Fenway South. Additionally, JetBlue and MasterCard have pledged to refund select flight purchases made online at JetBlue.com using a MasterCard. JetBlue has also partnered with various other sports teams and sporting venues in cities they serve.
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 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.
On October 22, 2008, jetBlue opened its new primary hub at John F. Kennedy International Airport (JFK), Terminal 5, or simply T5. The mostly new terminal, costing approximately $800 million, partially encircles the historic TWA Flight Center, the former Trans World Airlines terminal designed by Eero Saarinen, which remains closed. According to the plan, passengers will eventually be able to check in for flights in the landmark building, then transfer to the new structure via the original passenger departing-arrival tubes from Saarinen's original terminal and its 1969 addition by Roche-Dinkeloo.
On July 24, 2007, jetBlue reported that its second-quarter revenue increased to $730 million, compared to $612 in 2006. Second quarter net income grew to $21 million for the quarter, from $14 million the previous year. CEO David Barger said the airline will take delivery of three fewer planes this year and will sell three planes from their current fleet, "slowing capacity growth ... to strengthen our balance sheet and facilitate earnings growth", but will continue to add two to four new destinations each year.
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.