Lucia Bastidas

Coming from Latin America, it doesn’t matter where I go in the world—I will always work with purpose for my country and my community. I began my journey in the airline industry at a time when there were only two women on the team. Today, we are three, and while that might sound small, it's a sign of progress I’m proud to witness and be part of. When I started, I didn’t have direct experience in aviation. My previous career path was in a completely different field. I had to learn everything from the ground up—moving from sales to customer service, and now into program management. Being a Latina at JetBlue, I’ve also taken pride in helping the company better understand and connect with the Latin American community. I love being able to contribute to business growth not just through metrics, but by helping bridge cultural understanding. That, to me, is real impact.

The best career advice I’ve ever received—and continue to live by—is simple: read your audience and practice active listening. No matter what industry you're in, success comes from truly understanding people. Listening with intention allows you to respond with empathy, strategy, and impact. It's a skill that’s helped me in every role I’ve held, and it’s one I encourage others to master early.

One of the biggest challenges we continue to face is regaining the business momentum we had before COVID. So much changed—brands pulled back, customer behavior shifted, and the competition only got tougher. Today, it’s about rebuilding trust, reconnecting with lost brands, and making sure that every customer feels seen and valued. We’re working to capture market share again while also evolving how we engage with travelers. It’s not just about recovery—it’s about resilience, innovation, and earning loyalty in a market that’s more crowded than ever.

What drives me—both personally and professionally—is the belief that we must bring humanity back to travel. For me, it's about recapturing the customer’s love for flying and creating moments that make them feel valued and remembered. I love the emotional part of our industry—how we can make someone feel safe, understood, or even inspired just through a single experience. I also believe deeply in inspiring others, especially those who may come from different cultures or nontraditional backgrounds. If I can be an example that you don’t have to start with the perfect resume to make an impact, then I’ve done something meaningful.