The Ocean Foundation partnered with jetBlue Airways in 2013 to focus on the long-term health of the Caribbean's oceans and beaches. This corporate partnership sought to determine the economic value of clean beaches to strengthen protection of destinations and ecosystems upon which travel and tourism depend. TOF provided expertise in environmental data collection while jetBlue provided their proprietary industry data. jetBlue named the concept “EcoEarnings: A Shore Thing” after their belief that business could be positively tied to shorelines.
The results of the EcoEarnings project have given root to our original theory that there is a negative relationship between coastal ecosystem health and an airline’s revenue per seat at any given destination. The interim report from the project will provide industry leaders an example of the new line of thought that conservation should be included in their business models and their bottom line.
For more information please visit www.jetblue.com.