A bougie device for guiding insertion of an endotracheal tube into an airway of a person, comprises an elongate body of shape memory and self-lubricating material, for example Teflon™. Accordingly no lubrication is required for insertion into the airway for ease of cleaning and sterilizing for reuse. Also, the amount of curvature of the overall rod as well as an angle of the tip of the rod can be adjusted due to the shape memory characteristics of the body to accommodate a particular patents airway. The body can also be suitably sized to have vibration transmission characteristics such that a contact with one end of the bougie device with tracheal rings of the patient can be felt by a user.