United Airlines has become the first US airline to offer non-binary gender options throughout all booking channels as well as the option to select the title “Mx”.
The title “Mx” can be chosen both during booking and in the customer profile for the MileagePlus loyalty program.
Customers can now identify themselves as M(male), F(female), U(undisclosed) or X(unspecified), corresponding with what is indicated on their passports or identification.
“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,” United’s Chief Customer Officer Toby Enqvist said.
“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.”
United’s Chief Customer Officer Toby Enqvist said.
As part of the changes, United has worked with the Human Rights Campaign and The Trevor Project on employee training initiatives such as teaching employees about preferred pronouns.
Acting director of the Workplace Equality Program Beck Bailey said by providing non-binary gender selection for ticketing and the gender-inclusive honorific ‘Mx’ in user profiles, United Airlines was taking an important step forward for non-binary inclusion.
United has made a promise to “continue working to build the world’s most inclusive airline”. The changes to the booking process are already live.
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