JetBlue has appointed Steve Priest, former Senior Vice President for British Airways, to the position of VP of Structural Programs on Monday.
Priest was hired with the purpose of leading the airlines' large-scale strategic and structural initiatives MarketWatch reports.
"With Steve's considerable cross-functional experience across multiple geographies he is an ideal leader to help us execute our major structural and strategic initiatives," JetBlue Chief Financial Officer Mark Powers told the site.
"We intend to deliver on our commitment to improve efficiency and shareholder returns and I am very pleased to have Steve supporting us in these ongoing efforts."
Investment research platform Vetr, which frequently provides crowd sourced ratings on company stock, has upgraded JetBlue Airways shares from a "sell" to "hold" rating.
The news comes as JetBlue Airways reports a 52 week low of $9.38 and a 52 week high of $23.23. For the last financial quarter, the company had a revenue of $1.50 billion.
Many analysts have approved of the new "hold" rating for the low-cost American airline.
Jet Blue is set to implement a new three-tier fare system that is based upon the number of baggage items customers select upon purchasing their tickets, the Associated Press reports. The program was originally announced last November.
The company will also begin charging up to $25 for a checked bag, eliminating their long-time complimentary service allowing up to one free luggage item.
Jet Blue's new pricing policies are said to have been suggested by its investors.
"They don't believe, or at least the financial community doesn't believe, that they're earning the revenue premium necessary to support a more generous product," ViewFromTheWing blogger Gary Leff told the Christian Science Monitor.
"JetBlue's position is that their product is still better than what many airlines offer even with the fees."
JetBlue was founded in 1998.
