JetBlue is joining the industry's race for premium-paying travelers, rolling out first class seating on domestic flights this fall.

The low-cost carrier from Queens is calling it BlueFirst, featuring seats designed by the mattress maker Tuft & Needle with up to seven inches more legroom and five inches more recline than JetBlue's regular seats.

"We think it's time for a fresh take," JetBlue CEO Joanna Geraghty said. "Customers are increasingly looking for more premium experiences, and BlueFirst gives them an elevated experience that feels distinctly JetBlue."

Geraghty added that it's part of the carrier's turnaround strategy, which it introduced in 2024 as JetForward. "It's another way we're bringing our JetForward strategy to life and giving customers more reasons to choose JetBlue," Geraghty said.

BlueFirst ticket holders will get premium seatback entertainment and high-speed internet, plus the ability to order drinks and snacks from their seats, including wines from New York's Parcelle, specialty coffee from Cometeer and Joe Coffee, and Smith Teamaker teas.

A promotional video shows a drink being served on a wider armrest area between the two seats.

On flights 899 miles or longer, travelers can order meals including an entrée, side, and dessert, such as sweet or savory crepes or sesame noodles with beef or tofu.

Jay Sorensen, president of IdeaWorks Company in Shorewood, Wisc., whose firm specializes in airline ancillary revenue strategy and research, told Barron's that "it's the first time I've seen a seat given a descriptive treatment similar to an upscale mattress product."

"The proof in the pudding is only possible after sitting down," Sorensen said. "BlueFirst, or as most folks will call it, 'first,' appears as a perfectly acceptable product, but nothing I'd label as a 'breakthrough.'"

It will start "later this year," but JetBlue did not specify what routes it would be available on or how much it would cost.

Shares of JetBlue Airways were down 2.6%, at $4.48, in mid-afternoon trading on Tuesday.

BlueFirst travelers will also receive Group 1 boarding, dedicated overhead bin space, priority check-in, and access to an expedited lane to the security checkpoint at more than 30 airports. BlueFirst and BlueFirst Flex fares won't have any change or cancel fees, and come with two free checked bags and priority baggage delivery.

This is a developing story. Please check back for further updates soon.