This sums up my thoughts on this matter entirely:
A spokesman for Qantas said the airline had the “utmost respect for current and former defence force personnel” and special announcements were made on Anzac Day and Remembrance Day.
“[But] we’re conscious that we carry a lot of exceptional people every day, including veterans, police, paramedics, nurses, firefighters and others, and so we find it difficult to single out a particular group as part of the boarding process [with the exception of passengers with special needs].”
Virgin Australia announces US-style plan to honour veterans on every flight