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Hong Kong
OpinionComment
Mylene Chan
Peter R. Robinson
Mylene ChanandPeter R. Robinson

Opinion | 2 airlines, 2 apologies: why Cathay’s worked but United’s failed

  • United Airlines CEO Scott Kirby apologised for taking a private jet while passengers were stranded by flights his airline cancelled, and offered air miles to compensate
  • But he did not promise corrective action, aimed to merely placate and did not properly address the trigger for public displeasure

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Travellers wait for their bags amid rows of unclaimed luggage at the United Airlines baggage claim area at Los Angeles airport on June 29, amid flight cancellations and delays. CEO Scott Kirby could have shown remorse by donating to a charitable fund in honour of affected United passengers and employees, or dedicating a pay cut to employees. Photo: Getty Images via AFP
Mylene ChanandPeter R. Robinson
Both Cathay Pacific Airways and United Airlines recently issued apologies. Public reception suggests Cathay’s was more effective.
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Apologies can have different meanings depending on how much they acknowledge that an injury has been inflicted and that it was wrong. Victims’ psychological needs (restoration of dignity, assurance of shared values and safety, and seeing the perpetrator suffer) are usually more greatly satisfied when both aspects are more prominently displayed.

Cathay Pacific’s offence was revealed by a recording of flight attendants mocking a Mandarin-speaking passenger for confusing the words “carpet” and “blanket”. United Airlines’ offence was documented by a photo of its CEO Scott Kirby boarding a private jet while more than 150,000 United passengers were stranded by cancelled flights due to weather disruptions. Both events were publicised on social media and publicly condemned.

Quality apologies usually consist of four elements. First, acknowledge the harm without vagueness, minimising, conditions or using the passive voice. Second, express remorse and self-condemnation. Third, explain (making sure it is not a justification). And fourth, offer reparations.

Cathay affirmed that its flight attendants’ conduct was wrong and apologised repeatedly – a culturally significant demonstration of deep remorse. The airline issued four apologies in three days, with CEO Ronald Lam apologising personally multiple times.
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The apology began with an expression of deep concern, another gesture communicating remorse. Reparations were included in the original apology in that the three crew members were suspended; the next day, Lam said they had been fired.
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