John Borghetti, CEO of Virgin Blue, has announced a complete change of strategy for the airline and its annual general meeting.
The new strategy for the airline group, comprising Virgin Blue, Pacific Blue, Polynesian Blue and V Australia, will involve a rebrand led by Hans Hulsbosch, the new creative director for the airline.
The new strategy will also focus on changing the airline’s focus from primarily leisure travel to tap the lucrative business market.
“Today we have approximately 10% of the corporate and government business so we are well poised to do what Virgin does best,” said Borghetti. “That is to challenge incumbents, challenge near monopolies. Can it be done? Of course it can. No competitor is invincible.”
“We are aiming at growing our current modest share of 10 per cent to between 15 to 20% over the next two years in return for modest capital investment.”