"I think it's tremendous that they come on board and that they honour and salute the service of those men and women who have served our nation in uniform putting themselves in harm's way."

Veterans would be saluted at take-off and given first access to Virgin aircraft under the plan supported by Prime Minister Scott Morrison and launched by Virgin Australia CEO John Borghetti on Sunday.

"Once the veterans have their cards and lapel pins, they will simply need to present them during the boarding process to be given priority boarding and be recognised on board,” said Mr Borghetti.

In the US, the phrase "we thank you and salute you for your service" is regularly played at airports.

Veterans Affairs Minister Darren Chester said he would consult with veterans groups and airlines, but acknowledged that some may be more appreciative of discounted air tickets.

“Australians by nature tend to keep their light under a bushel. Some of our veterans would be quite happy to get on the plane without anyone knowing they are there," he told the ABC.

Veteran Rodger Shanahan, who now works for the Lowy Institute, said some veterans may grow weary of public salutation.

"I think we are in danger of reaching “peak veteran," he wrote last week after War Memorial director Brendan Nelson kick-started the latest push for more frequent salutes to service men and women.

"For every veteran (howsoever defined) that thinks it is a good idea, there are others who would find it trite and embarrassing," he said.

Mr Shanahan said recognising veterans risked alienating other essential service providers such as paramedics and police officers.

"I have a Department of Veteran’s Affairs to look after me and, if necessary, my family because of my service, a national public holiday that commemorates mine and others’ service, along with Armistice Day where we can wear a poppy to commemorate the war dead," he said.

"All of these are worthwhile groups and activities. But they point to the fact that regardless of what people may think or the media might portray, the military and ex-military communities are pretty well catered for on the whole."

Retired army officer Ray Martin, a veteran advocate, said the US-style salute was floated a year ago by the government and got no support from veterans that he was aware of.

"Veterans don’t need lapels or gestures," he said. "Our most vulnerable mates need practical support"

The president of the NSW RSL, James Brown, last week urged the government to match its $500 million War Memorial boost with funding for mental health and disability services for veterans.

Qantas has been contacted for comment.