After months of controversy, long queues and lost baggage, Qantas CEO Alan Joyce said sorry to passengers.

What’s the cost of getting it wrong in a post Covid world?

We’re all used to seeing signs in shop windows apologising for slow service, or cancellations “due to covid”. But sometimes too much is just too much.

Take the Australian airline Qantas, which has copped criticism for months about cancelled flights, long delays and lost baggage.

At first, the airline put the blame on passengers for not being match fit for the return to the skies. But that didn’t sit well with frequent flyers who pay a premium to fly Qantas.

So months later, Qantas boss Alan Joyce said sorry, and announced vouchers and free lounge access for millions of customers.

“Over the past few months, too many of you have had flights delayed, flights cancelled and bags misplaced,” he said.

“There are good reasons why, but when it comes to what you expect from Qantas, it’s not good enough.

“On behalf of the national carrier, I want to apologise and assure you that we’re working hard to get back to our best.”

The discount can go towards a return flight, or it could alternatively be spent on status extensions, Qantas points and lounge passes.

But Qantas isn’t the only airline under the pump from customers. We come to expect delays and cancellations in the budget sector. So was it the right thing to do?

And will other airlines follow suit?