JetBlue Airways' award-winning approach to customer service has always made it an industry leader. And even in 2007, as the U.S. airline industry struggled amidst rising fuel costs and a stagnant economy, JetBlue remained determined to grow. Its plan: increase direct-to-consumer bookings and drive revenue on its own website. JetBlue realized the rapidly-growing U.S. Hispanic population was a thriving market, primed for online engagement. Wooing these customers could increase the performance its profitable north-south network strategy in Latin America and the Caribbean.