Budget carrier Virgin Blue Holdings Ltd has ramped up its assault on rival airline Qantas Airways Ltd’s share of the domestic business travel market after poaching two senior Qantas executives, according to media reports, which say the airline also plans to alter its structure to appeal further to corporate travellers.

The Australian Financial Review reports that Virgin is planning to change its ticket pricing, increase its presence in the Australian Capital Territory and give benefits to government and corporate travellers as part of a major restructure announced by new chief executive John Borghetti.

Mr Borghetti is reportedly aiming to double the company’s share of the corporate market to 20 per cent as competition heats up in the airline industry.

Fairfax Media reports that Virgin has poached two senior executives from Qantas, and speculation exists that more staff from the national carrier may make the switch.

The new recruits are from the key areas of government relations, yield management and sales, and include Jane McKeon, Qantas general manager of government and international relations, and Will Owens, Qantas head of pricing.

According to Fairfax, Ms McKeon played a key role in negotiating air services agreements at Qantas, and will boost Virgin’s presence in Canberra.

Mr Owens is regarded as one of the best yield managers in the aviation industry.

The news comes after Mr Borghetti slashed Virgin’s profit guidance for the full year by up to 75 per cent last month, due to deteriorating demand and a slump in consumer confidence and highlighting the industry’s fragility.