What Qantas did right… lessons from their recent data breach
A few weeks ago, the personal data of 5.7 million Qantas customers was stolen in a cyber attack.
Compared to the public outrage that followed the Medibank and Optus breaches, the response to the Qantas incident has been relatively measured.
This may reflect a growing public familiarity with cyber risks—but it also suggests that Qantas learned from the communications missteps of its corporate peers.
So if Qantas is getting its crisis communications right, what can we learn from how they’re handling it?
What Qantas did right
The strengths of Qantas’ response can be mapped against a framework Left of Boom recommend for crisis communications: Acknowledge, Apologise, Assure, Act.
1. Acknowledge
Unambiguous recognition of harm is essential early in a crisis. Qantas CEO Vanessa Hudson accepted responsibility where it was due. Her spoken statements avoided vague or passive phrasing like “mistakes were made,” which only breeds distrust. She has spoken directly, honestly, and with emotional intelligence.
Qantas could have deflected more blame to the Manila-based third-party call centre, where the breach originated. But it didn’t. Instead, the airline accepted responsibility for safeguarding the data customers had entrusted to it.
Qantas also moved quickly. By announcing the breach swiftly, the airline headed off speculation before it could spiral. Communications were structured and sequenced: a customer hotline was launched, media statements were issued, and a direct email from CEO Vanessa Hudson followed soon after. The pace and tone of the acknowledgement helped keep concern from turning into panic.
2. Apologise
Genuine accountability precedes repair. A sincere apology creates the emotional and moral foundation for trust to be rebuilt.
Qantas’ apology was prompt, direct, and delivered by the CEO Vanessa Hudson, not the Loyalty Program department head or spokesperson. Who delivers the message matters. An empathetic and authoritative voice signals sincerity. A defensive or bureaucratic tone from an anonymous spokesperson—even with well-crafted language—can erode public trust.
3. Assure
Different people have different levels of risk tolerance and require varying levels of detail to feel confident and secure. Rebuilding trust means providing both clarity and access to more information for those who want it.
Qantas rolled out its messaging in stages as it became known to them. First, it acknowledged the breach. Then it shared what categories of data had been accessed. Finally, it sent tailored follow-up emails to each affected customer detailing what specific information of theirs had been compromised. This layered approach, as well as providing access to an information hotline, FAQs and links to government resources, all enabled people to access the level of detail they needed, while reinforcing a sense of control and transparency.
4. Act
Accountability must be backed by clear, measurable actions. What are you doing? How’s it going? How do we know this won’t happen again? Where can people see progress?
Qantas’ follow-through is still evolving, but its early steps have included enhancements to cybersecurity protocols—particularly in its oversight of third-party providers.
The challenge now is to translate broad commitments into specific, trackable actions. Customers need to see not just that Qantas is responding, but how. What safeguards are being put in place? What oversight mechanisms are changing? What milestones will indicate real progress? Demonstrating these actions is Qantas’ next step to restoring and reinforcing trust.
Trust Can be Strengthened During a Crisis
After a tumultuous period for the airline over the past few years, Vanessa Hudson’s response to this situation has so far marked a significant change for Qantas. Whilst you can’t please everyone in a crisis, she has met the moment with humility, clarity, and courage—owning both the harm and the path to repair. Time will tell whether Qantas can emerge with a deeper legitimacy and a stronger bond of trust following this crisis.