Qantas has been the poster child for “how not to handle a crisis” these past few years, with a string of cyber breaches, the ghost flights controversy, drama with former CEO Alan Joyce, a near collision at Sydney Airport, labour disputes, illegal sackings, court cases, and now a bed bug infestation.

Now, with the latest bed bug crisis raising issues around cleanliness and biohazard control, it will take more than an apology statement and a deep clean to win back consumer trust and rebuild reputation.

Qantas was once considered our national treasure, our best airline. Clearly, this hasn’t been the case for some time.

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 Why a statement is not enough

Following the bed bug infestation on the Boeing 787 flight, Qantas took the standard approach. A spokesperson offered a written apology, explained the airline is conducting a deep clean and inspection and that antihistamines were provided to affected passengers (although it was later revealed they ran out). The company insists its “cabins were maintained to a very high standard”.

Clearly, not high enough.

It is a generic and emotionless statement – and it downplayed the........

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