“We had become very formal and formulaic in doing what we were doing and were spending too much time trying to copy other competitors.”
Virgin launched as the budget carrier Virgin Blue 20 years ago but in 2011 reinvented itself as a full-service airline targeting Qantas’ rusted on corporate travellers. It ran up huge financial losses and struggled on the ASX until COVID-19 pushed it into voluntary administration in April.
Ms Hrdlicka, who Bain tapped to replace former boss Paul Scurrah, said Virgin would not step back from its fight with larger competitor Qantas and would hold steadfastly onto about a third of the domestic travel market.
“Were not walking away from market share,” she said. “Well be very competitive with both …