Its real simple: Don't oversell!  When I purchase a non-refundable airline ticket months in advance, I should reasonably expect to have a seat on the plane on the appointed day. Presumably if someone does not show up, they forfeit their airfare. How does that inconvenience the Airline?  I don't want to spend hundreds of non-refundable dollars for a seat that I MIGHT get after I have driven to the airport the night before, booked a hotel, paid for dinner, paid for longterm parking, waited 2 hours to clear security in order to fly somewhere or make a connection or take a cruise the next day. By denying me the secure knowledge that I have a seat on the flight I have booked, you potentially put thousands of my dollars at risk.  So its real simple - don't oversell. And don't qualify your apology. Make a commitment here and now that you will discontinue the practice of overselling. Its real simple. If you can't figure that out, you should resign!