A JetBlue Airways official confirmed that the airline is implementing Prism, the Sabre-owned software used by most major U.S. airlines and some overseas to measure client market share when crafting and monitoring corporate deals.
"We are in the very early stages in our conversion to Prism," according to JetBlue vice president of sales and revenue management Dennis Corrigan. "We're very excited that our growth has put us into a position where our manual processes can no longer can keep up with the demand."
The airline currently is notifying corporate accounts and beginning to send out data release agreements.
Generally, once a client authorizes data release, the airline can access via Prism select corporate booking data provided by the client's travel management company (or companies). While Prism stresses that it masks competitor and other sensitive data, the airline can monitor its own marketshare levels to help structure discounts and monitor contract performance.
Prism for years has been used by a growing number of major airlines, including American, Delta and United. JetBlue becomes the second major U.S. holdout this year to turn to the system, as US Airways began using Prism as it integrated corporate deals with merger partner AA.