After announcing via Twitter they’d be offering priority boarding to veterans in Australia, Virgin Australia has partially backflipped on their decision after strong public backlash. The airline has stated that “over the coming months, we will consult with community groups and our own team members who have served in defence to determine the best way forward. If this process determines that public acknowledgement of their service through optional priority boarding or any announcement is not appropriate, then we will certainly be respectful of that.”
The Virgin Australia announcement was an odd one to begin with. Perhaps they thought the gesture would earn them some good PR but then again Virgin needs to better understand its customer base, and it isn’t America. Having flown internally within the USA many times I find the gesture a little cringeworthy, if not smacks of commercialism. How can we put a price on death and war? Every ANZAC day commercial businesses are criticised if they utilise the dya for profit, so why is it any different here? Moreover if Virgin had done its research it would know that Australian veterans and our service men and women do not seek attention. Australians are more respectful and do not act patriotically around war like America. Whatever the case Virgin has dug itself in a deep hole and it is dangerous for an airline already on its knees.
What saddens me is that the announcement was done as part of a campaign by NewsCorp, the same lovely folk who brought you the campaign to fire Malcolm Turnbull,. NewsCorp don’t care about people, they care about their agenda and in this case are probably trying to cover their tracks from recent blunders. The organisation’s intent is tokenism at its worst and Virgin sadly fell into its trap.
Here’s hoping Virgin Australia learn from this tough lesson and consult before making surprise announcements.
Should Australia be going down the path of the USA and recognise veterans at the airport/ on the plane? Keen to hear your thoughts.