"United is determined to lead the industry in LGBT inclusivity, and we are so proud to be the first U.S. airline to offer these inclusive booking options for our customers," said United's Chief Customer Officer Toby Enqvist. "United is excited to share with our customers, whether they identify along the binary of male or female or not, that we are taking the steps to exhibit our care for them while also providing additional employee training to make us even more welcoming for all customers and employees."
As part of implementing these new changes, United has worked with the Human Rights Campaign and The Trevor Project on employee training initiatives. These initiatives include teaching employees about preferred pronouns and the persistence of gender norms, LGBT competency in the workplace and other steps to make United an inclusive space for both customers and employees.
"At the Human Rights Campaign, we believe being acknowledged as the gender you identify with is part of treating everyone with dignity and respect," said Beck Bailey, acting director of the Workplace Equality Program. "By providing non-binary gender selection for ticketing and the gender-inclusive honorific 'Mx' in user profiles, United Airlines is taking an important step forward for non-binary inclusion."
"The Trevor Project is grateful for United Airlines' support of our life-saving work on behalf of LGBTQ youth," said Amit Paley, CEO & Executive Director of The Trevor Project. "We are thrilled to bring Trevor's expertise on the mental health of LGBTQ people to United to ensure its employees maintain safe and inclusive spaces for LGBTQ employees and guests."
Alongside partner organizations, customers, and employees, United will continue working to build the world's most inclusive airline. The changes to the booking process are now currently available.
Every customer. Every flight. Every day.
In 2019, United is focusing more than ever on its commitment to its customers, looking at every aspect of its business to ensure that the carrier keeps customers' best interests at the heart of its service. In addition to today's announcement, United recently released a re-imagined version of the most downloaded app in the airline industry and made DIRECTV free for every passenger on 211 aircraft, offering more than 100 channels on seat back monitors on more than 30,000 seats. The multimillion-dollar investment in improving inflight entertainment options will benefit the more than 29 million people expected to fly United's DIRECTV-enabled planes this year.