JetBlue debuts its new self-service lobby in JFK’s Terminal 5

JetBlue has officially debuted its new self-service lobby in JFK’s Terminal 5, where passengers can print their boarding passes, self tag their luggage, and drop off their bags at one of a dozen spots, all without ever standing in line.

“Even if you’re a very frequent customer or frequent traveler, when you step in an airport, there’s often a feeling of dread or concern, or panic that you’re going to miss your flight,’’ says Joanna Geraghty, JetBlue’s executive vice president for customer experience. “What we’ve tried to do is look at how technology and public spaces and hospitality intersect, and to use it in a way that creates an environment where there are no lines, where there are crew members there to help you if you need it, and also to create a less stressful and more seamless environment for our customers.’’

JetBlue plans to roll out the new self-service lobby at 22 domestic terminals over the next year, as well as four more that the carrier shares with other airlines. Geraghty says innovation is critical to staying  competitive with peers.