Cathay Pacific’s Swift Response to Discrimination Claims: A Model for Crisis Management and Cultural Sensitivity
On May 22, 2023, a netizen publicly accused Cathay Pacific flight attendants on Xiaohongshu (a renowned social media platform in China) of discriminating against passengers who do not speak English. The accusation was supported by an audio recording. In the revealed texts and recording, crew members were heard complaining in English and Cantonese, making derogatory remarks such as “If they can’t say ‘blanket’ in English, then they don’t deserve one” and “They don’t understand human language,” which sparked public outrage. The incident prompted discussions both domestically and internationally, with netizens from around the world sharing their experiences with Cathay Pacific, indicating that similar discrimination occurs regardless of one’s origin if they do not speak English. The remarks were also spread on social media platforms, leading to widespread condemnation.
Cathay Pacific swiftly responded to a discrimination incident by issuing an apology and launching an investigation on May 22, just after the event came to light. The following day, they suspended the involved flight attendants and later announced their termination, along with a comprehensive review of service processes and staff training. This series of actions highlighted Cathay Pacific’s proactive approach to crisis management, showcasing their commitment to addressing the issue and making systemic improvements to prevent similar occurrences in the future.
While individual employees are responsible for their actions, the brand bears responsibility for ensuring their staff are adequately trained, monitored, and held to high standards of conduct. If the incident occurred as described, it suggests a failure in the brand’s training programs, corporate culture, or oversight mechanisms that allowed such behavior to go unchecked. In the specific context of Cathay Pacific, the incident could likely have been prevented through the adoption of proactive measures designed to promote an inclusive and respectful service culture. Key among these measures would be the provision of extensive cultural sensitivity and language proficiency training to all employees, with a particular focus on those in roles that involve direct interactions with customers. This initiative would ensure employees possess a nuanced appreciation for the multicultural backgrounds of their passengers. Additionally, the establishment of explicit guidelines governing language use and communication onboard, emphasizing the importance of respect and empathy towards all passengers irrespective of their linguistic capabilities, would further embed a culture of inclusivity. Encouraging open feedback from passengers stands as another critical strategy, enabling the timely identification and resolution of any service issues before they escalate. Collectively, these approaches embody a comprehensive strategy for fostering a service environment that is welcoming and free from discrimination, enhancing the travel experience for all passengers.
Cathay Pacific’s handling of the crisis following the discrimination incident reflects a proficient and strategic approach to crisis management. The airline’s prompt actions — issuing an apology, initiating an investigation, addressing the conduct of the individuals involved, and committing to comprehensive organizational changes — serve as key measures that likely played a significant role in mitigating the adverse effects on its brand image. Such steps underscored Cathay Pacific’s dedication to upholding principles of responsibility, transparency, and continuous improvement, crucial for maintaining stakeholder trust in the face of challenges. Despite the initial dent to its reputation, the methodical and open manner in which Cathay Pacific managed the situation holds the potential to not only restore but enhance its standing among the public. Through decisive actions and a pledge towards enduring enhancements in its operations and service culture, Cathay Pacific endeavored to reinforce trust and affirm its commitment to embodying the highest standards of respect and excellence in customer service. This conscientious response highlights the airline’s resolve to align its practices with its avowed values, demonstrating a blueprint for effective crisis resolution and brand rehabilitation.
