Virgin Australia cabin crew have been told to refrain from calling passengers "mate" and watch their posture as part of a bid to appeal more to business travellers.
A compulsory training program called Elevate is being rolled out for flight attendants, which teaches them wine and food appreciation and covers body language and grooming etiquette, the Sunday Telegraph reports.
The airline, founded in 2000 by Sir Richard Branson, has had a reputation for its casual and slightly cheeky attitude from its staff.
One flight attendant told the newspaper the training course is about transforming the staff's sexualised image.
"They want us to get away from that sex look that's been attached to the company," she said.
Passengers will only be referred to as "mate" if they've requested that greeting on the airline's database.
Virgin Australia customer experience group executive Mark Hassell says they are striving to attract a more "discerning" business traveller.
"We are not creating clones and we are not creating straightjackets for people," he said. "We want to retain of the spirit that exists within Virgin service style and service behaviour but put it in a context that is equally relevant for business-purpose and corporate travellers."
The airline's airport lounges are also being remodeled, with Melbourne's pool table being replaced with a buffet bar complete with professional baristas.
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