“I truly believe that if you want to get ahead in today’s environment, you really can’t afford to be in a negative frame of mind.” - Robert Deluce
Monday, April 20, 2009 at 08:42AM 
THE CONFIDENCE INTERVIEW – ROBERT DELUCE
Robert J. Deluce, CEO of Porter Airlines, is one of Canada’s most knowledgeable and respected airline industry leaders. He brings to the industry over 50 years of Deluce family experience in successfully owning, financing, restructuring, operating and managing a number of regional airlines in Canada including: White River Air Services, norOntair, Austin Airways, Air Creebec, Air Ontario, Air Manitoba, Air Alliance and Canada 3000 Airlines.
Robert took some time to give us his thoughts on reclining seats, maintaining focus, and sharing the fruits of labour.
On the big picture...
I’ve been in this industry for a good period of time, and I’ve enjoyed some success. In a challenging economy, there are always companies that come out ahead and there are some that come out behind. I believe that within any challenge lies opportunity. As less confident companies might retrench and falter over the next year, the prospects for Porter are extremely good. We are in an expansionary mode. We’re adding ten new airplanes. We’ll probably take on a half dozen, or more new destinations. We feel really good about the business plan we have and we’re staying very focused/
When flying was fun…
In the 1960's and 1970's, flying was a big deal. It was romantic. It was glamorous. There was a certain dignity about the flying experience. I think Porter is about a return to that dignity. The most important thing to me is that our passengers come away feeling like they’ve been well treated.
On the gravity of flight...
My desire to run an airline is partly the product of being from a larger family. I'm the oldest of nine children, and I was handed a certain amount of responsibility from an early age. I was also part of a family business, and along the way was given a fair bit of responsibility in that regard too. At one point I positioned myself to become a doctor, but when you’re around aircraft at a young age, there's no getting around it. This business really does get into your veins.
On picking the right planes...
There are many challenges in running a successful airline in an unpredictable economic climate, but having the right airplane makes a big difference. We looked at a number of different aircraft, and in the end we selected the Bombardier Q400. It’s a turboprop that thinks it’s a jet. It flies at near-jet speeds and it’s very quiet. But the big plus is that it burns 30 - 40% less fuel than do comparable narrow-bodied regional jets.
On shared success...
Of course, I recognize the weight of my responsibilities as the CEO of Porter Airlines. On the other hand, I also recognize that it takes more than one individual to make a company. I appreciate the efforts of every person contributing toward Porter’s strong health and financial wellbeing, and I do my best to ensure that everyone within our organization feels a part of the success we’re enjoying.
On maintaining a positive frame of mind...
I think the trick to weathering this economy might be to disregard some of the headlines and just get back to focusing on business. Just concentrate on executing your business plan. I think one needs to be optimistic in order to perceive opportunities. If you’re somehow in the wrong frame of mind, you’ll miss opportunities when they come along. I truly believe that if you want to get ahead in today’s environment, you really can’t afford to be in a negative frame of mind.
For his appearance here, a donation has been made on Mr. Deluce’s behalf to the Arthritis and Autoimmunity Research Centre (AARC) Foundation. He is wearing Canali. His clothing specialist is Johnny Aleandro of our Bloor Street store.
Reader Comments (3)
So the hapless Toronto Port Authority hands over virtually exclusive use of the best 215 acres on Toronto's waterfront to Mr. Deluce's Porter Air, plus $20 million, for a nasty industrial use whose noise and fumes are making our waterfront increasingly unliveable, destroying its potential as a truly spectacular place to visit and enjoy.
Mr. Deluce has positioned himself well to take advantage of the TPA's abdication of its stewardship of this wonderful public asset.
Is that really something we should celebrate?
Brian, thanks for tuning into the Harry Rosen New Çonfidence blog! However, I must confess that we are designed as a forum for discussion around personal branding, confidence and men’s style. I feel we are ill equipped to engage in debate around this particular matter, but thank you for the visit.
The Editor
When started working on the effort to save Toronto Island Airport, I did not know Robert Deluce, and had no opinion on, or brief for, his plans. In the course of an up and down battle lasting years, I got to know Mr. Deluce, and found him a gracious, decent person, as grateful for my support and the support of the individual Bombardier workers as for the help of the political and economic leaders of the city.
Robert Deluce has now gone on to found a highly successful brand. He has, as I noted some time ago, conquered cool. I congratulate him for that. But in addition, he has provided a valuable service; he has made a highly modern and low-emissions technology competitive with much older and dirtier jets. He has also helped distribute the pollution burdens of aviation more fairly. So I say, congratulations Mr. Deluce. Wear it well.