PHOTO: A United 737 departs LAX. (photo via Flickr/InSapphoWeTrust)
United Airlines CEO Oscar Munoz has been on an apology tour in wake of last week's viral footage of a passenger being dragged from an overbooked flight by law enforcement in Chicago, calling the incident a "watershed moment" during the company's first-quarter earnings call.
Munoz's latest apology was directed at the elite members of United's Mileage Plus frequent flyer program.
The Points Guy's Editor-in-Chief Zach Honig, who is a Premier 1K member, shared his copy of the email Munoz sent to members Monday. In it, Munoz said he shares the feelings of anger and disappointment with customers.
"In addition to offering my profound apologies to the customer forcibly removed, as well as all the passengers aboard that particular flight, I also offer my sincere apology to you for not living up to the values you expect of us," wrote Munoz. "Our customers' satisfaction must be at the center of everything we do and your opinion of our service is the measure of our success. We know we did not measure up, and for that, we will redouble our efforts to earn your trust."
"This situation has provided a humbling learning experience from which we will take immediate, concrete action. I have committed to our customers and our employees that we are going to make this right so nothing like this ever happens again."
Munoz went on to confirm that United will only ask law enforcement officers to remove a passenger from a flight if and when its a matter of safety and security. He also said crew members will have to book at least one hour ahead of departure to ensure enough time to find volunteers in the event a flight is overbooked.
A full review designed to improve the airlines' employee training programs is underway, he said, pointing out that United will share the results of its review of the incident and the actions it plans to take as a result by April 30.
READ MORE: So, Where Does United Go From Here?
With many calling for air travelers to boycott the airline after last week's video, the carrier's latest apology isn't all that surprising. But unlike those who aren't Mileage Plus members, United's most loyal flyers could stand to lose out on benefits in a big way by cutting ties with the airline.
If they had been weighing the pros and cons of switching allegiances over the past week, perhaps Munoz's apology and declaration to right the wrong will be a deciding factor.
"You expect more of us and I promise we can and will be better. I am committed to putting proof behind our promise," added Munoz in the email. "Thank you for granting us the opportunity to re-earn your trust."