AA.com expands on diversity

American Airlines has expanded the diversity and inclusion information on its AA.com Web site, further enhancing the airline industry’s most comprehensive online resource for such information.  American’s commitment to diversity and inclusion can be explored within the site’s “About Us” section, just one click from the home page. There, American provides specifics about its Diversity Leadership Strategy, Supplier Diversity program, Careers, and Awards and Recognition received for its inclusive culture and focus on diversity. 
The Employees link leads to an overview of American’s 15 Employee Resource Groups, which reflect a variety of communities within American’s diverse employee population. Offering cultural guidance, as well as ideas to support the company’s business initiatives, two representatives from each of these groups serve on American’s Diversity Advisory Council.
“American’s dedication to diversity leadership helps us to foster an environment where individuals’ experience and perspectives are valued and to ensure that customers and communities receive service delivered by committed, passionate people,” said Roger Frizzell, American’s Vice President for Corporate Communications and Advertising.  “This dedication also supports our ongoing program to identify minority-, women-, LGBT-owned, and small businesses to be considered as potential business partners for American.” 
In addition, building on its long history of marketing to key customer constituencies, American has established two advisory councils: one focused on women travelers, the other on Lesbian/Gay/Bi-Sexual/ Transgender (LGBT) travelers.  American was the first airline to develop specialty sales and marketing teams for these two important customer groups and for African-Americans and Hispanics, and has been the industry leader in establishing dedicated advertising budgets for African-American and Hispanic audiences. American also leads the airline industry by offering tailored travel information portals for women customers, www.aa.com/women, and for LGBT travelers, www.aa.com/rainbow. 
Advisory Council members provide ongoing and ad hoc market feedback on American’s position within their respective communities. They also offer input on market trends, community concerns and program concepts that promote growth within these customer groups.
“American as a company is recognized for its commitment to diversity, as we have long demonstrated through a wide variety of community, cultural and employee initiatives,” said Frizzell.  “These new advisory councils are a natural extension of that commitment.  Council members are community leaders who will help American grow and sustain relationships within the LGBT and Women markets. The councils’ ongoing feedback on specialized customer initiatives and marketing programs will be invaluable in guiding our planning and future outreach.
  “These advisory councils, along with the enhanced information available online at AA.com, will definitely help to strengthen and grow our ties to these important audiences. This type of fully integrated approach is key in fostering our historically strong connection to our changing customer and employee base while pursuing a diverse segment marketing strategy that directly speaks to our business goals.”
American Airlines was recently recognized as a Noteworthy Company for Diversity in DiversityInc magazine’s annual rankings, adding to a growing list of accolades for American’s industry-leading diversity initiatives. American is the only airline among the 75 top employers listed this year.
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