UNITED Airlines has finally apologised properly for forcibly removing a passenger from a flight, saying "it's never too late to do the right thing".

It came as shares in the airline fell about 3 per cent overnight, wiping $US600 million off the value of the company.

After being criticised for his tone-deaf comments in the wake of the incident where a man was dragged off a flight from Chicago, United chief executive Oscar Munoz made another attempt at an apology.

"The truly horrific event that occurred on this flight has elicited many responses from all of us: outrage, anger, disappointment. I share all of those sentiments, and one above all: my deepest apologies for what happened," he said. "Like you, I continue to be disturbed by what happened on this flight and I deeply apologise to the customer forcibly removed and to all the customers aboard. No one should ever be mistreated this way.

"I want you to know that we take full responsibility and we will work to make it right.

"It's never too late to do the right thing. I have committed to our customers and our employees that we are going to fix what's broken so this never happens again. This will include a thorough review of crew movement, our policies for incentivizing volunteers in these situations, how we handle oversold situations and an examination of how we partner with airport authorities and local law enforcement."

Mr Munoz said the results of the review would be available on April 30th.

"I promise you we will do better," he finished off his statement by saying.

United has also backflipped on its initial claim that the plane was overbooked. In fact, while all 70 seats were filled, the airline actually selected four random passengers to be removed so it could fit in crew members who needed to be in Louisville the next day.

The brutalised passenger has been identified as 69-year-old grandfather Dr David Dao, who said during the incident that he was being targeted because he was Chinese.

New revelations show that Dao was convicted of trading prescription drugs for sexual favours.

Dao was arrested in 2003 and was afterwards suspended from practicing medicine for five years.

Video of the violent incident posted on China's popular Twitter-like microblogging service Weibo had been viewed more than 210 million times by late Tuesday.

Many have responded with outrage over perceived ethnic bias against the passenger and some called for a boycott of the US-based airline.

"Rubbish!" writer Su Danqing posted on Weibo. "When they were treating this Asian man, they never thought of human rights, otherwise they wouldn't have done it that way."

"Damn it! This airline must be boycotted!" said a posting from Liu Bing, a telecommunications company worker.

State-run media fuelled the anger with reports that noted the unidentified victim was an "Asian passenger."

United does considerable business with Chinese passengers and a consumer boycott could cause serious pain.

United says it operates more non-stop US-China flights to more cities in China than any other airline.

Rowdiness has long been associated with air travel in China, including passengers getting into fights with crew members and a vicious assault last year in which an enraged customer smashed an airline check-in clerk in the head with a brass plaque.

The United incident appeared to feed into such customer frustrations - only this time the tables were turned and the passenger was cast as victim.

United executives struggled to control the public relations damage.

Airline CEO Oscar Munoz originally said Dao had become "disruptive and belligerent" after he was asked to leave the plane to make room for several employees of a partner airline who wanted on the flight.

When the man refused, officers from the Chicago Aviation Department came in and first tried to reason with him before pulling him from his seat by force and dragging him away, according to another passenger, Tyler Bridges, whose wife later posted a video of the altercation on Facebook.

Dr Dai is reportedly a father-of five, four of his children are also doctors.

The internet responded to the United incident with a bunch of memes ridiculing the airline's approach, with some saying that rival Southwest Airlines should adopt the following slogan.


News Corp Australia

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