JBLU prides itself on superior customer service, offering the most legspace of any airline, free DirecTV and XM Satellite Radio, and a friendly service staff. Furthermore, JBLU is working to become the first airline to offer WiFi access to its passengers. As a result, JBLU was named the "Best Domestic Airline for Value" by Travel + Leisure magazine in 2007. Furthermore, a 2007 Consumer Reports National Research Center survey reported that JBLU had the highest customer satisfaction ratings of any U.S. airline. This exceptional customer service accentuates JetBlue's low prices, which helps the company maintain a high load factor even in times of declining demand across the airline industry. For example, its load factor reached 80.7% in 2007, compared to competitor Southwest's load factor of 73%.
In 2007, JBLU's Cost per Available Seat Mile (CASM) was a mere 8.38 cents, the lowest in the airline industry. Southwest followed with a CASM of 9.1 cents. JetBlue's low-cost operating strategies that enable it to maintain its industry-leading CASM protect its profitability in times of slumping consumer demand