neeleman

Mr Neeleman and his wife recently returned to the church where he was a missionary in Recife.

This was a different country from the Brazil that Mr Neeleman knew from his childhood.

It also means putting the survival of the company above personal considerations (Mr Neeleman stepped down three months after the crisis).

Then-CEO David Neeleman released a video on YouTube telling customers how the airline planned to address the crisis.

With the exception of its home base, New Yor's JFK, Neeleman avoids the big congested hubs.

"We would make these great sandwiches using the best bread and quality meat, " Neeleman recalls.

But what really distinguishes Neeleman's brand is "an attitude that is not abusive, " says Greenberg. "It is a difference you can feel. "

Mr Neeleman is also lucky that Brazil's aviation infrastructure may soon improve.

Those who do "often have low credit limits, " Neeleman says.

And the live digital TV, well, Neeleman says it's worth the cost, Passengers love it.

Neeleman got his start in business while a student at the University of Utah, selling package trips to Hawaii.