Qantas is doing something that some airlines need to do occasionally – saying sorry to its customers.
Qantas Boeing 787-9 Dreamliner from arriving from Perth – Image, Economy Class and Beyond
The airline is reaching out to its customers to formally apologise for recent operational challenges and thank them for their patience as it recovers. It is rolling out a range of initiatives to improve mishandled bags and on-time performance as it also deals with high levels of sick leave (due to flu, COVID and isolation requirements) as well as an industry-wide labour shortage.
To help, Qantas has hired 1,500 new people since April with more to come, adjusted flight schedules and invested $15 million in new technology at key airports to help smooth the travel experience.
But there are also some changes to support this:
- Status extension: 12 months status extension across tiered members Silver and above to continue to enjoy the benefits associated with their tier for another year.
- Flight discount offer: $50 off flight promo code for Australian and New Zealand-based Qantas Frequent Flyer members to redeem towards a return Qantas flight.
- Classic Reward availability extension: Extension of previously announced commitment of up to 50 per cent more reward seat availability on Qantas International, trans-Tasman and popular domestic routes until 30 June 2023 being released progressively from 12 noon Monday.
- Qantas Lounge invitations: Additional invitation for members to use themselves, or offer to a Frequent Flyer friend, colleague or family member, to enjoy a pre-flight visit with them to a Qantas Lounge. For Gold members, an invitation to visit a Qantas Domestic Business Lounge, or for Silver members, an invitation to visit the Qantas Club or an international Business Lounge.
- Qantas Points: A gift of Qantas Points for Platinum and Platinum One members.
In Quotes
Qantas Group CEO Alan Joyce acknowledged while it was great to see people back on board after so long on the ground, the return to flying hasn’t all gone smoothly. In a message to his frequent flyers, he said
“Over the past few months, too many of you have had flights delayed, flights cancelled and bags misplaced. There are good reasons why, but when it comes to what you expect from Qantas, it’s not good enough.
“On behalf of the national carrier, I want to apologise and assure you that we’re working hard to get back to our best.
“We’re already seeing a sustained improvement in baggage handling and on-time performance, and while factors out of our control like weather can have an impact on our schedule, we expect things to keep improving each week.
“As well as saying sorry, we also want to say thank you. We’re investing in a range of initiatives including status extensions for Frequent Flyers Silver and above, thousands of Qantas Points and lounge passes. All our Frequent Flyers in Australia and New Zealand will be offered $50 towards a return Qantas flight, which equates to many millions in discounts,”
Sorry is sometimes the hardest word
For an airline to apologise takes a lot. To back that apology with an action is a lot better. Whilst Qantas has a way to go to restore previous stabilities, it has apologised in a way to drive loyalty to the airline – by offering discounts, extending its members’ elite status and offering more reward seats.
It’ll be up to the airline to ensure its members can take advantage of the benefits, but it will provide comfort to them for as the airline continues to adjust and recover.
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