Much like a recently naughty teenager standing before disgruntled parents, United CEO Oscar Munoz sat before congress on Tuesday, joined by officials from American Airlines, Southwest Airlines and Alaska Airlines.
The meeting was to address a troubling trend in the airline industry of consumers being met with violent behavior from airline staff and officials.
The major impetus behind Munoz's appearance was the now infamous video featuring Dr. David Dao being pulled off a United flight back in April.
Munoz acknowledged that the airline has a lot of room to make up with its customers in the aftermath of one controversial headline after another and made a promise on behalf of the airline: "We will do better."
United has specifically been at the epicenter of consumer vitriol, beginning with a polarizing set of leggings and ending with a more recent debacle in the form of a giant rabbit that died and was cremated on its watch.
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In regards to Dao, the airline recently settled a lawsuit for an undisclosed amount. At the time, Dao's attorney offered: "Mr. Munoz said he was going to do the right thing, and he has. In addition, United has taken full responsibility for what happened."
Munoz spoke to that particular incident again on Tuesday, via ABC News: "The reason I'm sitting here today is because on April 9, we had a serious breach of public trust. No customer should be treated the way Mr. Dao was."
Munoz continued, "I'm personally sorry for the fact that my immediate response and the response of our airline was inadequate to that moment."
On April 25, a few weeks after the initial incident, police reports painted a different scenario than the one seen in the momentary video.
Officer James Long explained that, from his point-of-view, the doctor had exacerbated the situation. The report reads in part: "[Long] attempted to assist the subject off his seat with two hands, but the subject started swinging his arms up and down fast and violently. [Dao] then started flailing his arms and started to fight with Officer Long. Consequentially, the subject fell and hit his mouth on the armrest across from him."
United also saw its name dragged through social media mud when a couple was kicked off its flight on their way to their very own wedding.
It was then hit with a lawsuit from traveler Karen Shiboleth who claims a United attendant escorted her from her business class seat with no explanation.
Delta has its own issues as a recent video shows a pilot striking a woman in a moment that quickly became Internet viral.
The hearing wasn't exactly like the dressing down you might get in the living room after doing something awful. But it did serve a purpose as lawmakers gauged whether any additional regulations are needed for an industry that is taking a great deal of heat at the moment.
ABC News states congress will allow airlines to police themselves and offers Southwest as an example of how that might work.
The airline recently vowed not to overbook its flights, a major subject of consumer consternation.
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While Munoz and United have taken center stage throughout the last few weeks, this congressional hearing should serve as a warning to the entire industry that consumers are packing a bevy of smartphones.
Violent acts, unexplained decisions and incessant overbooking are being met with videos, tweets and Facebook posts.
It only takes a few controversial acts before you are in front of congress promising to be better.
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