Marketing expert’s critical take on new Qantas CEO Vanessa Hudson’s apology

New Qantas boss Vanessa Hudson has admitted the airline has been hard to deal with, as she apologised to customers for letting them down.

Ms Hudson recorded a video message saying she understands the frustration over their recent poor performance which has damaged the airline’s reputation, but marketing expert Dr Andrew Hughes says these apology videos don’t work.

“If you’re trying to rebuild trust as a brand, number one, give people quantifiables,” Dr Hughes told Heidi Murphy, filling in for Tom Elliott.

Press PLAY to hear the new Qantas CEO’s comments + the marketing expert’s critical take on them

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