United has become the first airline to offer travelers a non-binary gender option when booking a reservation.
In a statement released today, United said it has added the title “Mx” to its booking selection and also to the MileagePlus customer profile forms. The new pronoun will be available throughout all booking channels.
The new option means customers will now be able to 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 in a statement.
“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 the new changes, United worked with the Human Rights Campaign and The Trevor Project on employee training initiatives.
These training included educating employees about preferred pronouns, the persistence of gender norms, and LGBT competency in the workplace.
“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 expressed gratitude for United Airlines’ bold move in support of the non-profit’s work on behalf of LGBTQ travelers.
“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,” said Amit Paley, CEO & Executive Director of The Trevor Project.
United said it plans to continue working on measures to create the world’s most inclusive airline. The changes to the booking process are now currently available.
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