United will now pay passengers who give up seats on overbooked flights up to $10,000

Following the furor over a passenger being dragged off of an overbooked flight earlier this month, United Airlines announced Thursday it is implementing 10 changes the company says will "better serve our customers and empower our employees."

The airline will now offer passengers on overbooked planes as much as $10,000 to voluntarily give up their seat; previously, gate agents could dole out no more than $500 to passengers, and site managers could offer as much as $1,350. The company will also hold off on calling law enforcement unless security and safety are at risk, and launch a new automated system to determine which passengers are willing to be bumped from an overbook flight.

"Every customer deserves to be treated with the highest levels of service and the deepest sense of dignity and respect," United CEO Oscar Munoz said in a statement. "Two weeks ago, we failed to meet that standard and we profoundly apologize." David Dao, 69, refused to give his seat up on an overbooked Chicago to Louisville flight, and was forcibly removed by Chicago Department of Aviation officials. Dao's attorney said he suffered a concussion and broken nose and lost two teeth during the violent incident, which was filmed by concerned passengers and caused a public relations nightmare for United.

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