Since its launch, JetBlue has always been among the more creative aviation companies — and now it’s upping the ante.

JetBlue has announced the launch of Silicon Valley-based JetBlue Technology Ventures, a wholly-owned subsidiary that will invest in, incubate and partner with early stage startups in “at the intersection of technology, travel and hospitality,” according to a statement.

The company becomes the first corporate venture capital subsidiary in Silicon Valley backed by a US airline.

“Innovation has always been part of JetBlue’s DNA, and JetBlue Technology Ventures builds on our history of staying a step ahead of the status quo,” said Bonny Simi, who will be the president of JetBlue Technology Ventures. “We will be casting a wide net to find technologies across the travel spectrum that further the award winning customer-focused experience we are known for.”

JetBlue, which is the fastest-growing airline in the Caribbean, said it would build relationships with a “range of startups across the travel and hospitality spectrum.”

“The work being done today in the startup community will define travel for years to come,” said Simi. “We can offer our knowledge and resources to bring early-stage ideas to life. We won’t limit our thinking to traditional airline operations, and instead consider possibilities at every stage in the travel experience.”

“The work being done today in the startup community will define travel for years to come,” Simi said. “We can offer our knowledge and resources to bring early-stage ideas to life. We won’t limit our thinking to traditional airline operations, and instead consider possibilities at every stage in the travel experience.”