United Airlines to offer passengers up to $10,000 to surrender seats on overbooked flights

New approach comes as the airline tries to repair the damage caused by a public relations disaster after a passenger was forcibly removed from one of its planes by security officers

Chastised: United initially downplayed the Dr David Dao incident but outrage on social media has forced it to express a conciliatory tone (Reuters)

United Airlines will offer up to $10,000 (£7,760) to passengers who give up their seats on an overbooked flights.

The new approach comes as the airline tries to repair the damage caused by a public relations disaster after a passenger was forcibly removed from one of its planes by security officers earlier this month.

Dr David Dao, 69, lost two front teeth and suffered a broken nose during the incident, footage of which was shared widely on social media.

According to Dr Dao’s lawyer, he will need to have reconstructive surgery after the incident which he described as worse than his experiences when fleeing Vietnam.

Dr Dao’s daughter, Crystal Dao Pepper, told a news conference in Chicago that the family had been “sickened” by what happened.

United had previously offered $800 for passengers who give up their seats but has now increased the maximum more than ten-fold. The move comes after rival airline Delta hiked its maximum offer for such cases to $9,950.

The airline said it would also reduce the incidence of overbooking, which is common on US internal flights, by ensuring that any crew members that needed to travel would be allocated seats at least an hour before departure.

United also announced several other measures in response to the incident:

• No more use of law enforcement to deny passengers boarding or remove passengers from flights;
• Passengers who are already seated will no longer be required to give up their seats;

• A “no questions asked” policy on permanently lost baggage, which will pay out up to $1,500; and
• Annual training for staff to handle “the most difficult situations”.

Oscar Munoz, chief executive officer of United Airlines, said: “Our policies got in the way of our values and procedures interfered in doing what’s right.

“This is a turning point for all of us at United and it signals a culture shift toward becoming a better, more customer-focused airline.

“Our customers should be at the centre of everything we do and these changes are just the beginning of how we will earn back their trust.”

The chief executive was previously accused of further inflaming the situation after Dr Dao’s removal, by referring to the passenger as “disruptive and belligerent”.