There's a definite trend towards diversifying loyalty programs. It's not just about flights anymore; now, the lines are blurring between travel segments. Other airlines have begun to follow suit with similar initiatives, suggesting it might be a future direction for all loyalty schemes. Will this Vrbo integration ultimately help JetBlue pull ahead of its competitors, or will it be just a modest step that doesn't have a significant impact? It's yet to be seen how effective this strategy will be at increasing JetBlue's customer base, or if it's simply an experimental addition that ultimately fails to capture customers' imagination.