Borghetti ties himself to a new culture

BRISBANE – It didn’t take Virgin Blue CEO-in-waiting John Borghetti long to adapt to the airline’s executive dress culture.

The former Qantas executive took off his tie – something he probably never did during his 36 years with the national carrier – to pose for a photo shoot this week.

Borghetti was among a handful of Qantas executives tipped to replace CEO Geoff Dixon on his departure in November 2008, but Alan Joyce – who was then running Qantas budget brand Jetstar – was appointed instead.

Joyce beat Qantas chief financial officer Peter Gregg and Borghetti – both of whom subsequently resigned – to take the high profile top job at Qantas.

Interestingly, Virgin Blue has chosen to replace its co-founder, Brett Godfrey, with Borghetti – a long-time full service airline executive – rather than import someone with low-cost carrier experience.

Business Spectator said Virgin Blue….”looked closely at executives with low-cost carrier experience but ultimately opted for someone who understood its key domestic market, understood its key competitor intimately, understood the business and government markets and had the experience V Australia will need as it expands its route network internationally.”

Borghetti told Business Spectator, “I would be disappointed if Qantas or Tiger didn’t play hardball because that’s what competition is all about but that is the beauty of Virgin Blue because let’s not forget we redefined the competitive landscape in this country.

“People forget that the low prices that are charged today really stemmed from Brett [Godfrey] and his people starting this business.”

Borghetti takes up his new role in May.