“Beneath the Wings: Qantas CEO Vanessa’s Strategy to Soar Through Turbulence”

Handling the Turbulence: Vanessa Hudson’s Task as Qantas CEO

Introduction

Qantas, Australia’s flagship airline, has recently appointed Vanessa Hudson as its new CEO, following the highly successful tenure of Alan Joyce. While Hudson’s ascension to the top role should be a cause for celebration, the airline is currently battling brand damage and a reputation crisis due to a flight credit fiasco and the scandal of selling tickets on cancelled flights. As an internal candidate, Hudson must navigate the challenges of continuity and cultural change to set Qantas on a new course.

The Importance of Cultural Change

When an internal candidate takes on the role of CEO, it offers the opportunity for continuity in organizational culture. However, in the case of Qantas, it is evident that a continuation of the former culture, described as arrogant and out of touch with customers, is not viable. Company culture is a reflection of decision-making, and the scandals that Hudson inherited are a direct result of those decisions. Therefore, cultural change must be at the forefront of Hudson’s agenda.

Immediate Actions for Reputation Restoration

To establish herself as a leader who is different from her predecessor and to address Qantas‘ problems head-on, Hudson must take decisive actions. Firstly, she should hold a press conference and commit to immediately refunding the $570 million worth of credits owed to customers for cancelled flights during the pandemic. By taking such a bold step, she can prove her commitment to resolving the credit issue and restoring trust in the airline.

Cooperation with the Australian Competition and Consumer Commission (ACCC)

In addition, Hudson should demonstrate her willingness to address the airline’s past misconduct by cooperating fully with the ACCC. The regulator has accused Qantas of engaging in false, misleading, and deceptive conduct by selling tickets on cancelled flights, and it is seeking a significant penalty. If Hudson aims to rebuild Qantas‘ reputation, she must prioritize cooperation and avoid a contentious battle with the ACCC.

Challenges and Expectations for Hudson

Hudson’s leadership style and approach will be closely scrutinized as she takes the helm at Qantas. While customers and staff hope for a less combative CEO compared to Alan Joyce, it is important to recognize that CEOs of large listed companies like Qantas do not reach the top without assertiveness and determination. However, Hudson can still lead with humility, listening to customer feedback, and placing the customer at the center of decision-making.

Reminding herself of Qantas‘ Values

As Hudson assumes her new role, she should reflect on her own words from 2018 when she served as Qantas‘ chief customer officer. She emphasized the importance of the combination of what the airline does and how it does it, championing the spirit of Australia and never taking for granted the trust people have in the Qantas brand. By embodying these values, Hudson can lead the airline in a new direction, rebuilding its reputation and restoring faith in the organization.

Conclusion

Vanessa Hudson faces a significant challenge as she takes on the role of Qantas CEO amid brand damage and a reputation crisis. To set the airline on a new course, she must prioritize cultural change, take immediate actions to address past issues, cooperate with regulators, and lead with humility and customer-centric decision-making. By doing so, Hudson can demonstrate her commitment to restoring Qantas‘ reputation and rebuilding trust among customers and stakeholders.