JetBlue's All You Can Jet Pass (2009)
$599 bought a month of unlimited flights. JetBlue's booking system was not built for what happened next.
In August 2009, JetBlue announced the All You Can Jet pass: $599 for unlimited flights, on any JetBlue route, for the entire month of September.
The offer was meant to fill empty seats during a slow travel month. Instead it went viral — some buyers built itineraries with a dozen or more one-way hops, flying to a new city almost daily, treating the pass as a monthlong scavenger hunt.
Demand outpaced JetBlue's own booking systems. Popular routes sold out fast, standby lines grew long, and the airline added extra flights just to keep up with pass holders.
JetBlue never repeated the deal in its original, unlimited form. Later versions came with blackout dates, higher prices, and route restrictions — the anything-anytime model retired after one very expensive month.
