One on One

Flying in the Face of Adversity

Brett Godfrey, Virgin Blue Group’s CEO, on navigating the trans-Pacific market.

Global Traveler: How will V Australia differentiate itself from the other carriers that service Australia?

Brett Godfrey: V Australia is a brand-new airline with a brand-new attitude toward trans-Pacific travel. Only two carriers have serviced this market, and they are legacy airlines. As a new carrier, V Australia brings a fresh, new edge to the market and has the opportunity to reinvent the product in direct response to passenger feedback. And as part of the Virgin brand, it offers a high-quality service with innovation and flair. One key point of difference is our team, both on the ground and in the air. As with Virgin Blue's domestic operations in Australia, we have recruited friendly, warm, fun and professional people who do not necessarily come from the aviation industry. Instead, we look for people who have a real flair for customer service who can deliver the world-famous Virgin style of service.

GT: There can be a level of uncertainty involved with launching an airline. What makes the V Australia launch different?

BG: It's no secret that aviation is a volatile industry at any time, but we are confident that V Australia will be as successful as the other airlines within the Virgin Blue Group. Virgin Blue has faced numerous challenges during its nine-year history: launching into the duopolistic Australian market and taking on the two incumbent airlines, the downturn experienced after Sept. 11, the SARS epidemic, and the current global economic crisis. The Virgin Blue Group has not only remained profitable and robust, it has continued to expand and contribute to tourism and business growth. Our airlines are bold and bullish in the face of adversity, and V Australia is no exception. The team is more than ready to take on the challenges ahead and ensure the long-term viability and growth of the airline.

GT: What are the long-term plans for V Australia?

BG: Our long-term plans definitely include growth and expansion. Our main objective is to expand the route network to other U.S. and worldwide destinations. Today L.A., tomorrow — watch out!

GT: Tell us about your career in the industry.

BG: I began working in aviation in 1989 as the financial controller for Sherrard/National Jet in Melbourne, Australia. After a couple of years, I headed overseas — I was finance manager at Virgin Atlantic, then had a variety of roles at Virgin Express. I became friends with Richard Branson, the owner of Virgin Group. When I decided to return to Australia, he asked if there was anything I wanted to do there. I said there was one thing — and that has turned into four airlines.