United Airlines has overhauled its rules and compensation in situations where it needs to bump a passenger off a plane, two and a half weeks after the forcible removal of one of its customers sparked viral videos, international outrage, and damaged the carrier’s reputation after a bungled public relations response.

The Chicago-based carrier announced Thursday morning it would now offer up to $10,000 when seeking travelers to voluntarily give up their seat—12 times what it offered to passengers on Flight 3411 on April 9, when officers called by United staff dragged Dr. David Dao through the aisle of the plane after he would not accept the amount and refused to leave.

A screen shot of a video posted by passenger Kaylyn Davis on Twitter.

Dr. Dao’s attorney said his client suffered a “significant concussion,” a broken nose, sinus injuries, lost two front teeth and will have reconstructive surgery.

In a statement Thursday, United CEO Oscar Munoz said, ” “Every customer deserves to be treated with the highest levels of service and the deepest sense of dignity and respect.”

“Two weeks ago, we failed to meet that standard and we profoundly apologize. However, actions speak louder than words. Today, we are taking concrete, meaningful action to make things right and ensure nothing like this ever happens again,” said Munoz.

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New United Policies

In addition to dramatically increasing its voluntary compensation amounts, United announced further measures in an attempt to improve customer service:

• The carrier commits to reducing the amount of overbooking.
• It will “limit” the use of law enforcement “only” to safety and security issues.
• It will no longer remove a passenger involuntarily who is already seated on a plane, except for safety and security.
• The airline says it will create a “customer solutions team” to empower frontline airport staff with “creative solutions” to get customers to their destination; this would include using other airlines, airports, or ground transportation.
• No longer allow its own crews to be booked onto flights less than 60 minutes before departure.
• Create an automated system to ask for volunteers in overbooked situations well ahead of departure, such as other airlines already do.
• “Eliminate the red tape” on lost bags by offering a flat $1,500 payment to passengers.

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United Posts Review of Flight 3411

United also posted its fullest account yet of what occurred on Flight 3411, scheduled to fly from Chicago to Louisville, in the form of a “review and action report.”

“We can never apologize enough for what occurred” on that flight, the report begins.

In the days immediately following the incident, the airline issued statements with incomplete or inaccurate information, blamed Dr. Dao, and did not take fully apologize.

In this newest accounting, United states unequivocally, “United Airlines takes full responsibility for what happened.”

In its report, United reveals the flight was indeed overbooked by one customer; it had initially said the flight was overbooked and then said it wasn’t, but that four passengers were bumped after they had already been seated to accommodate a flight crew needed to pilot the return flight from Louisville the following morning.

United says once Chicago Department of Aviation officers removed Dr. Dao at its request, all customers were taken off the flight and reboarded, delaying the flight further.

The airline’s review lists four failures, including calling law enforcement “when a security or safety issue didn’t exist,” rebooking its crew at the last minute, offering “insufficient” compensation by agents who “did not have the authority to act independently,” and providing “insufficient employee training and empowerment” to handle similar situations.

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Other Airlines Change Policies

In the wake of the United incident, other airlines have also made changes.

A memo obtained by The Voyage Report that was sent to Delta workers April 13, 2017, notifying them of an increase in Voluntary Denied Boarding compensation

Delta was the first to announce new compensation amounts.

On April 14, five days after Dr. Dao’s removal, it authorized its gate agents and airport supervisors to offer up to $9,950 to passengers who agree to voluntarily give up their seats.

American has now changed its contract of carriage to promise not to remove passengers who have already boarded in overbooking situations.

Alaska Airlines told The Voyage Report earlier this month that it is “actively taking a look at our denied-boarding policies, which includes compensation.”

Southwest Airlines told TVR it will end deliberate overbooking altogether; as of May 9, it will be “off the table as a consideration,” a spokesperson said. The airline said, though, it doesn’t have “any recent changes to share” yet regarding its compensation policies.

JetBlue did not respond to a request for comment.

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