Qantas chief executive Vanessa Hudson says the airline will spend hundreds of millions of dollars shoring up its reputation with customers after months of acrimony over poor performance and high airfares, but acknowledged the extra spending will come at a cost to the company’s profits.

Ms Hudson said bringing call centres back to Australia, opening up more frequent flyer seats and making it easier to find airport staff to resolve issues quickly are all options being considered by Qantas.