Continental Airlines has been named for the seventh consecutive year to
HISPANIC Magazine’s “Hispanic Corporate 100: One Hundred Companies
Providing the Most Opportunities for Hispanics,” which appears in the
magazine’s February 2004 issue.
“Our company’s culture is based on treating employees and customers alike
with dignity and respect,” said Gordon Bethune, Chairman and CEO. “The
diversity of ideas, experiences, cultures and lifestyles among Continental
employees helps us provide the best possible service to our global
customers. We are proud that Continental has again earned a place on
HISPANIC Magazine’s ‘Corporate 100’ list—more proof that Continental is
a great place to work and a great airline.”
“Continental Airlines has proven itself to be a front-runner in the race
toward ethnic diversity,” the HISPANIC article says, highlighting the
airline’s Spanish-language Web site functions, Spanish-speaking flight
attendants, and bilingual ticket office. The article also mentions
Continental’s diversity council, employment of Hispanics in high-ranking
positions, and the airline’s “Volando al Futuro/Flying Toward the Future”
partnership with Upward Bound that helps Hispanic students visit college
HISPANIC selects companies for the listing based on their recruitment
efforts, diversity training, minority business initiatives and
philanthropic donations to Hispanic communities.
Approximately 17 percent of all Continental Airlines employees are
Hispanic and 10 percent of its management is Hispanic. The airline
annually supports around 50 Hispanic organizations and festivals
throughout the U.S. In 2003, Continental expanded its “Volando al
Futuro/Flying Toward the Future” partnership with the Federal government’s
Upward Bound, adding Miami- and Chicago-based projects to the list of
educational programs in Houston, New York City, San Antonio, and Los
Angeles that receive airline tickets to help Hispanic high school students
and their parents make college visits.
Continental continues to enhance its specialized customer service
initiative for Spanish-speaking passengers, called Latinization. The
airline has added Spanish-language functions on the Continental.com Web
site, including Flight and Gate Information, Flight Paging, Timetable, and
OnePass frequent flyer program enrollment, statements and mileage credit
requests. Continental also has placed bilingual personnel in a new ticket
office convenient to Houston’s Hispanic neighborhoods.
Latinization also includes bilingual flight attendants and Spanish-
language entertainment on board the majority of flights to Latin America.
In major U.S. airports, Continental has bilingual customer service
representatives and Spanish-language airport signage, flight information,
and eTicket machine screens. Passengers in the U.S. may make reservations
in Spanish at 1-800-537-9222, and may call Continental’s automated
Spanish- language flight-information line at 1-800-579-3938 to obtain
up-to-date flight arrival, departure and gate information.
Continental Airlines, the second-largest U.S. airline to Latin America and
the Caribbean in passengers and destinations, operates daily nonstop
flights for more than 680 departures a week to 56 cities in 24 countries
in those regions. Continental operates flights to 23 destinations in
Mexico—more than any other U.S. airline, as well as to nine Central
American, seven South American and 17 Caribbean destinations.