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How United Airlines flew from clear skies into a storm of PR disasters

The beleaguered airline is courting controversy again - © Kumar Sriskandan / Alamy Stock Photo
The beleaguered airline is courting controversy again - © Kumar Sriskandan / Alamy Stock Photo

More turbulence for United, then. Still reeling from a global backlash after a passenger was forcibly removed from one of its overbooked flights, the carrier now faces possible legal action after a giant rabbit perished on another one of its jets.

“We were saddened to hear this news,” a spokesperson for United said. “The safety and wellbeing of all the animals that travel with us is of the utmost importance to United Airlines and our PetSafe team.

Simon was set to be the world's largest bunny - Credit: Caters News Agency
Simon was set to be the world's largest bunny Credit: Caters News Agency

“We have been in contact with our customer and have offered assistance. We are reviewing this matter.”

United’s PR team are used to firefighting; the carrier has seemingly lurched from one public relations disaster to another in recent years. There’s even been a song written about the airline: United Breaks Guitars – you can probably guess what inspired it.

What's United's story?

One of the world’s oldest, largest and most profitable carriers, it was founded in 1926 as Varney Air Lines before adopting its current moniker in 1931.

United is the world’s third largest airline by several metrics, including revenue ($36.5bn) and fleet size (a whopping 738 aircraft). It is also the third most valuable aviation brand name in the world, according to a recent report.

United is the world's third largest airline - Credit: ALAMY
United is the world's third largest airline Credit: ALAMY

United was once a prestigious and pioneering brand. Using a Boeing 247, the airline could cross the Atlantic in just 20 hours in 1933, which was way faster than any of its rivals.

It was also the first airline to hire female flight attendants (they had previously all been male) and the first carrier to purchase a flight simulator to train its pilots. Other airlines soon followed suit.

However, with the skies becoming increasingly competitive, the airline has been forced to adopt a business model similar to its low-cost rivals.

Commercially speaking it has adapted well to a changing world of air travel: according to a report by Idea Works, the airline now collects more in ancillary revenue (defined as everything - bag fees, seat selection and so forth - that’s not included in the airfare) than any other carrier on the planet.

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But passengers aren’t happy?

That’s a bit of an understatement. In a recent survey, United was found to have the lowest customer satisfaction level of any legacy airline in the US.

Perhaps more troubling is that the American Customer Satisfaction Index was compiled before Mr David Dao, a paying passenger, was violently removed from a United flight this month.

Mr Dao is reported to have suffered concussion, a broken nose and two broken teeth during the incident, which is now the subject of an inquiry by the US Department of Transportation. He is expected to sue.

The airline is no stranger to customer service disasters. In 2014, it delivered what might be the least sincere apology letter of all time.

“Dear (CUSTOMER NAME),” it began, with staff having forgotten to fill in the case fields. “Your comments regarding (SPECIFIC EVENT) will be used for coaching and training our employees. To encourage you to fly with us again and as a tangible means of acknowledging your disappointment, enclosed is (SPECIFIC ITEM).

“(CUSTOMER NAME), I ask that you allow us another opportunity to serve you, as we consider it our privilege to have you aboard.”

Later that year United made a similar gaff, sending an email apology to Chris Chmura, a US passenger, but referring to him as “Mr Human”.

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In 2016, controversy came knocking again when United launched its “basic economy” fares. These cheap tickets permit passengers to travel with a single item of luggage measuring no more than 9” x 10” x 17” (23cm x 25cm x 43cm), which must be placed under a set.

Those who want to stow their luggage overhead can do so only if they choose the standard economy fare. United denied the move amounted to an additional fee.

How has the world reacted to United's recent bothers?

With anger. The Mr Dao incident, which was captured on a smartphone, provoked a fierce backlash around the world – even the White House weighed in to the furore.

“I don’t think anyone looks at that video and isn’t a little disturbed that another human being is treated that way,” White House press secretary, Sean Spicer, told reporters.

The White House spoke out against United Airlines - Credit: ALAMY
The White House has spoken out against United Airlines Credit: ALAMY

“Clearly watching another human being dragged down an aisle, watching blood come from their face after hitting an armrest or whatever, I don’t think there’s a circumstance that you can’t sit back and say this probably could have been handled a little bit better, when you’re talking about another human being.”

The incident caused roughly $1 billion (£780m) to be wiped off the holding company’s stock value, though it has since rallied. And why wouldn’t it? Low oil prices, high demand and the imminent holiday season is proving a boon for airlines – it will take more than a PR disaster to spook investors.

But customers are definitely wary, according to YouGov. The research firm has been tracking consumer perceptions of the airline since July 2016 and claims its “likeability” score has nosedived from 1.8 to -64.

And online the hashtag #BoycottUnited has garnering roughly four million impressions on Twitter. Gif makers meanwhile have had a merry old time poking fun of United; social media feeds have been filled with animated images that ridicule the airline.

United giff

How has United reacted?

The airline has issued three apologies in as many weeks; one in response to the death of Simon, the giant bunny, and two in response to the Mr Dao incident.

United initially described Mr Dao as “disruptive and belligerent”, but with pressure growing a more grovelling apology followed. It was delivered by United CEO, Oscar Munoz, who described the incident as “truly horrific”.

However, Munoz also claimed nobody would be fired from the airline as a result of Mr Dao’s treatment.

United CEO, Oscar Munoz, makes a public apology - Credit: AP/Richard Drew
United CEO, Oscar Munoz, makes a public apology Credit: AP/Richard Drew

Have sales been affected?

United Airlines claims it’s too early to tell whether Mr Dao's treatment has hit sales. However, some experts have said it is unlikely to have much impact given that United has a monopoly over certain routes thanks to its 2010 merger with Continental Airlines.

What next for the airline?

On recent form, one could be forgiven for assuming another PR blunder is only moments away.

Nick Trend, Telegraph Travel’s consumer expert, says that well-known, long-established airlines can find it harder to steer their image than newer, upstart rivals which tend to have less bureaucratic ways of doing things.

“United is an easy target when things go wrong, and the clumsier its response, the more flak it will get,” he said. “I do have some sympathy for the challenges it faces. Like British Airways, it has had to reinvent its entire company culture in the face of dynamic competition and changing passenger expectations.

“But if United is to get back on track, all its staff need to remember that the passengers should be their main priority and, when things do go wrong, to apologise quickly and fulsomely.”

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