Customer inclusion & accessibility

As the airline that flies to more destinations in the world than any other, we know how to provide the best service to a global customer base. We are making customer travel experiences even more welcoming by improving accessibility and cultural sensitivity.

Our goals focus on three areas:



Improve understanding of customer data for better service opportunities

Leveraged insights from customer feedback to identify new destinations for which to develop new menus and cultural training

Enhance cultural awareness and competency

Completed over 5,000 Cultural Connections Training sessions; Net Promotor Score and employee satisfaction ratings were strengthened

Grow Cultural Advisory Board

Expanded Cultural Advisory Board to five new destinations, whichcontinues to positively impact the customer experience

Improving customer data

We continue to incorporate data and insights from customer feedback to identify new opportunities for better service, better products and a more inclusive experience.

Enhancing cultural awareness

Our Cultural Connections Training, launched in 2020, builds cultural competency for our Flight Attendants and Customer Service Agents. The training program is designed to enhance service to our global customer base, including increasing familiarity with cultural norms in eight of our international destinations (Israel, India, Ghana, South Africa, Nigeria, Japan, Brazil and Jordan) with more planned for the future. We have now reached nearly 5,000 completed trainings and have improved our Net Promoter Score and employee satisfaction ratings.

Cultural Advisory Board

The Cultural Advisory Board (CAB) was expanded this year to include five new destinations. The CAB is made up of United employees who are familiar with the cultures, languages and customs of our global destinations, and it has continued to make a positive impact on our customer experience. CAB members volunteer to consult, advise, optimize and provide feedback on customer-facing journey points related to cultural awareness, sensitivity and ethnic inclusion.

Additional progress toward customer inclusion

Accessibility improvements

At United, we are committed to making efforts toward leveling the playing field and giving people with disabilities more independence while traveling. Building on our longstanding relationship with the Special Olympics, we understand that our customers and employees have varying needs and we strive to accommodate everyone. Examples of how we are making everyday travel and work at United more accessible include:

Improved award-winning United app

New enhancements on the United mobile app, such as VoiceOver and TalkBack, make navigating the platform easier for people with visual impairments.

Improved Inflight Entertainment for those with visual and hearing impairments

Our seatback Inflight Entertainment systems accommodate any level of vision and provide support for customers with hearing and mobility issues.

Installed Braille safety placards

We are introducing safety placards in braille on our mainline fleet that allow travelers with visual impairments to feel safe and independent while traveling the skies.

Introduced children’s special meals

In November, United reintroduced children’s meals onboard. We are committed to providing a greatonboard experience for all of our customers, and we’re proud to be able to offer our youngest flyers new, child-friendly food options on select routes. From chicken tenders and grilled cheese to French toast and dessert, children can now enjoy both breakfast and lunch/dinner menus on select United flights where complimentary meals are served.

Our DEI commitment moving forward

We know there is a lot to balance when traveling as a family, and we aim to help parents as they prepare for travel with our new family seating policy and our relaunch of children’s meals. In addition:

  • United is becoming the first airline to eliminate fees and make it easier for families to sit together. We are the only operator that confirms free seats for parents and children at the time of booking, rather than at the gate.
  • United's new policy is made possible through a series of investments in a new seat map feature that dynamically finds available adjacent seats at the time of booking. The online seat engine first reviews all available, free Economy seats and then opens complimentary upgrades to available Preferred Seats, if needed.