The Sky's The Limit

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She believes that emphasis on employee satisfaction — and its downstream result, superior customer service — comes more naturally to women than men. That may help explain why 10 of the top 24 executives at Southwest are women. "It would be great for the industry if more women were running things," says Barrett. The downside for Southwest may be seeing its rivals get better at pleasing workers and travelers.

MICHELE BURNS
CHIEF FINANCIAL OFFICER, DELTA AIRLINES
She grew up in the small town of Rincon, Ga., and retains an easygoing Southern accent. But make no mistake — Burns moves fast. Within four hours after two competitors' aircraft hit the World Trade Center on Sept. 11, Burns realized the likely effect on Delta Airlines' revenue and shifted $450 million, borrowed on lines of credit, into Delta's checking account. Just days later, Burns persuaded banks to follow through with an additional $1.2 billion in cash from a financing deal initiated on Sept. 5.

At 44, Burns is something of a pioneer. An avid hiker who likes to spend time at her North Carolina cabin, she became the first female cfo of a major airline two years ago, after becoming the first woman partner in the Atlanta office of accounting firm Arthur Andersen. "Most airlines echo the military structure, where many of the executives used to come from," she says, "but Delta has evolved into an organization that you might say is more welcoming to a female style. We reach across the company and use a team approach. And we don't follow the chain of command to the nth degree."

That's not to say Burns is touchy-feely. Like other airline cfos, she is grappling with a slow return to pre-recession, pre-9/11 passenger traffic. Although Delta lost $1.27 billion in 2001, a top government official says Burns' financing savvy had a calming effect on Wall Street last fall. "Male or female, if an executive can help an airline grow in the toughest economic environment in years," observes consultant Hamlin, "then he or she will be rewarded regardless of gender." That's what women have wanted for years.

CORRECTION
In the June 10 story "Cheaper Tickets," Time incorrectly described contracts between online travel agency Orbitz and its participating airlines. Those contracts do not prevent the carriers from selling their discounted fares on other travel websites.