Qantas CEO turns around the airline and his public image

Sydney

QANTAS Airways Ltd chief executive Alan Joyce hired bodyguards in 2011 after receiving death threats for his unprecedented grounding of the airline's entire fleet during a bitter industrial dispute. Five years later, Mr Joyce has largely won over hostile customers, politicians and unions who had called for his head during the national carrier's worst crisis.

This year, he delivered record profits and the first dividends since 2009, and last Friday he fronted the airline's annual meeting in Sydney to unveil plans for growth.

Qantas is targeting expansion in Asia with new services to China and the use of "big data" for the airline's hugely profitable frequent flyer business. "You have to look at new trends and technologies all the time and make sure you are keeping up with them," …