JetBlue’s Paisly Just Added Holland America, Cunard, Virgin Voyages and Oceania
JetBlue’s tech-forward travel arm just made a serious move at sea. Paisly, JetBlue’s wholly-owned managed travel company, has officially expanded its cruise offerings with four major new partners: Holland America Line, Cunard, Virgin Voyages (which just made our list of the top cruises from Miami) and Oceania Cruises. For travelers booking through JetBlue Vacations, that means a lot more options — from ultra-luxury to adults-only — with the perks and personalization JetBlue loyalists have come to expect.
Cruising is booming. According to industry projections, 42 million passengers will set sail in 2028 — up from 34.6 million this year. Paisly is leaning into that momentum, adding a new cruise line each month as part of a fast-growing inventory built for scale. But this isn’t just about volume. It’s about control.
Because Paisly owns the tech stack and manages everything in-house — from cruise line partnerships to customer service — it can deliver a curated experience that feels less like an add-on and more like a true JetBlue product. Whether bundled with a flight or booked on its own, each cruise is backed by real-time personalization and, yes, loyalty integration.
That means JetBlue Vacations customers don’t have to choose between travel rewards. Thanks to Paisly’s proprietary tech, every cruise booking earns TrueBlue points and rewards from the cruise line — a rare double dip that transforms a typical vacation into a loyalty powerhouse.
“Cruising is a category overdue for disruption, and that’s exactly what Paisly is delivering,” says Jamie Perry, President of Paisly. “By expanding our cruise offering and integrating it with our personalization engine and loyalty tools, we’re enabling JetBlue, and future airline partners, to offer customers an experience that’s smarter, simpler, and more rewarding.”
Speaking of future partners — Paisly has already lined one up. United Airlines is set to integrate with Paisly in summer 2026, bringing the cruise program to its flyers as part of a broader push into personalized, non-air travel products. Like JetBlue’s offering, United’s version will be fully brand-aligned and loyalty-connected, with the same human-first service and tech-powered flexibility.
For JetBlue Vacations customers, it’s a big boost today. For Paisly, it’s the start of something much bigger: a cruise experience that’s actually airline-native.
Karen Udler is the Deputy Travel Editor of Caribbean Journal. A graduate of Duke University, has been traveling across the Americas for three decades. First an expert on Latin American travel, Karen has been traveling with CJ for more than a decade. She likes to focus on wellness, luxury travel and food.
