US-based carrier JetBlue has launched a baggage delivery service that will allow flyers to bypass the carrousel and proceed directly home or to their resort holiday.

JetBlue unveiled details this week of its new Bags VIP concierge service, which will hand deliver checked bags to customers’ final destination within a 40-mile (64 km) radius of the airport.

Promotional pricing starts at $25 for delivery of one bag and $40 for up to 10 bags.

Flyers can place their order up to one hour before departure. At the airport, bags will be identified with a VIP tag and delivered by a representative within four hours of arrival.

The new door-to-door delivery service comes as industry insiders predict that airlines will begin charging for carry-on bags in an effort to discourage passengers from overpacking, reduce weight load and fuel costs, and find more revenue streams.

JetBlue follows the lead of American Airlines which also launched a delivery service last year.

For the truly jetset with no time — or inclination — to pack, services like Garde Robe in the US and Vault Couture in the UK will also store, pack and deliver people’s suitcases for them.

JetBlue’s VIP delivery program is the latest move from the low-cost airline to try and rebrand itself as a premium carrier for the business traveler. Recently, the carrier unveiled new lie-flat seats with massage features and private suites that slide shut. The new seating will be made available on their transcontinental flights between New York, Los Angeles and San Francisco next year.