JetBlue and Southwest said they will match the low fares of Virgin America, which starts flying Aug. 8.
JetBlue will match Virgin America's fares for routes between New York City and San Francisco. These fares start at $278 roundtrip. JetBlue will also match the fares for flights between Washington, D.C., and San Francsico, when Virgin America begins service on that route in October.
Southwest says it is now matching fares on one route and undercutting Virgin America on other routes. [Source: Bloomberg News].