United Airlines has become the first U.S. airline to offer non-binary gender options throughout all booking channels as it provides the option to select the title “Mx” during booking and as a box for the MileagePlus customer profile. Customers now can identify themselves as M(male), F(female), U(undisclosed) or X(unspecified), corresponding with what is indicated on their passports or identification.
As part of implementing these new changes, United has worked with the Human Rights Campaign and The Trevor Project on employee training initiatives 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.
“United is determined to lead the industry in LGBT inclusivity,” said United’s Chief Customer Officer Toby Enqvist. “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.”
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 available.
In addition to this move, United recently 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.
Welcome aboard, Mx!