Paisly, LLC, JetBlue’s wholly-owned travel subsidiary and a tech-enabled managed travel services company, announced the expansion of its cruise portfolio with the addition of four cruise line partners: Holland America Line, Cunard, Virgin Voyages, and Oceania Cruises. This significantly expands Paisly’s existing cruise offering and enhances its ability to deliver more personalized, loyalty-integrated cruise experiences to its airline partners' customer bases. JetBlue Vacations is the first brand to benefit from this expanded inventory, offering its customers an expanded cruise portfolio, more niche suppliers in both the luxury and adult-only category.

This latest portfolio expansion reflects Paisly’s growing strength as a seller of cruises, either bundled with flights, or standalone. With 34.6 million global cruise passengers in 2024 and that number forecast to reach 42 million by 2028, according to industry estimates, cruising remains one of the fastest-growing sectors in leisure travel. To meet this demand, Paisly is adding a new cruise partner each month. By rapidly increasing its direct inventory, Paisly is scaling its ability to serve a broader customer base while maintaining full control over a Paisly enhanced traveler experience, from supplier relationships to customer support. Paisly’s platform is built to handle complexity at scale, allowing airline partners to offer a curated, loyalty-connected cruise experience without relying on third-party aggregators.

Maximizing customer travel rewards

JetBlue Vacations, the first brand to offer cruises through Paisly, enables customers to double dip on every cruise booking, earning airline rewards like TrueBlue points and tiles toward loyalty status, as well as rewards from the cruise line. This loyalty-first approach is powered by Paisly’s proprietary tech, which delivers real-time, personalized offers based on flight and behavior data. All services, from supplier relationships to 24/7 customer support, are managed in-house, ensuring a seamless experience driven by smart tech, human-first service, and unbeatable loyalty value.

United Airlines ‘Cruising’ over to Paisly

This expanded cruise inventory sets the stage for Paisly’s upcoming collaboration with United Airlines, announced just last month. Beginning in summer 2026, Paisly will begin offering United customers cruise offerings as part of a broader initiative to bring them more customized, loyalty-aligned non-air products. United customers will soon benefit from the same proactive support, seamless cruise personalization, and loyalty integration already available to JetBlue travelers, while future airline partners will be able to deliver this differentiated experience under their own brands.

Plane to Port peace of mind

Paisly’s cruise fulfillment model includes its signature Plane to Port Commitment, currently offered through JetBlue Vacations. This policy ensures that if a flight delay prevents a customer from making their cruise departure, Paisly will step in to help them reach the next port of call. Enabled by Paisly’s in-house tech and service infrastructure, the commitment can be extended to any airline partner that bundles air and cruise products through the platform. While the current implementation applies to JetBlue-operated flights, Paisly is built to deliver the same proactive support and reliability across any partner airline that integrates cruise fulfillment.

With its growing roster of cruise partners and a platform designed for personalization and loyalty integration, Paisly is redefining how airlines can offer, own, and optimize cruise fulfillment for their customers, at scale and with unmatched customer value.