No other airline chief has ever had a week like this.
Richard Branson, whom you know well as the top backer of Virgin America and Virgin Atlantic, was seemingly everywhere.
He jumped off a building in Las Vegas. But the stunt was botched by a snag. He suffered a cut hand and bruises when he dropped from the top of a 120m (390ft) tower and crashed into a wall.
He also rang the bell to open the New York Stock exchange.
And he threw a celebrity-filled party in Las Vegas. Details at Jaunted.
AndBudget Travel awarded his company an Extra Mile Award last night at a fabulous reception in New York. (He flew his team on his private jet so that they could attend the event while he rested up.)