Continental Airlines Celebrates Fifth Anniversary of `Latinization,`

26th Sep 2002

HOUSTON, Sept. 25 /PRNewswire-FirstCall/—Continental Airlines
(NYSE: CAL) is celebrating the fifth anniversary of Latinization, its enhanced
customer service for Latin American and U.S. Spanish-speaking passengers.
Spanish-language safety videos on board select flights are Continental`s
latest addition to its repertoire of special services designed to ensure a
safe and comfortable travel experience for all its passengers.

“Five years ago, as Latin America began to grow as a market for
Continental, we looked at what measures would help make our Spanish-speaking
customers feel comfortable on board our aircraft and in our airports,” said
Pete Garcia, Staff Vice President, Sales and Marketing, Latin America and the
Caribbean.  “By listening to our customers, we learned that personal touches
such as greeting them in Spanish and bilingual signage can make the difference
in choice of airline.  Our efforts paid off—today Continental is the
second-largest airline to Latin America in destinations served and passengers

Latinization includes bilingual/bicultural customer service
representatives and directional signage and flight information in key U.S.
airports.  On-board services on flights to Latin America include Spanish- and
Portuguese-speaking flight attendants, regional Latin cuisine, and Spanish-
language newspapers, magazines, TV programs and music.  This summer,
Continental began playing Spanish-language safety videos on flights between
Houston and seven destinations:  LaGuardia (New York), Los Angeles, San
Francisco, Chicago, Washington, D.C. (Reagan National), Dallas/Ft. Worth and
Newark Liberty International Airport (New York).

Continental offers eService Center check-in and ticketing for U.S.
destinations in English and Spanish, a Spanish-language U.S. reservations
service (1-800-537-9222), and a Spanish-language voice-activated flight
information system to check arrivals and departures in the U.S.
(1-800-579-3938).  The airline also offers eTicketing from the U.S. to all
Latin destinations.

In addition to its specialized customer service for Spanish-speaking
passengers, Continental Airlines supports a work environment where Hispanics
thrive and progress, airline officials say.  More than 10 percent of
Continental`s management is Hispanic, and more than 16.5 percent of all
Continental`s employees are Hispanic.  Employees in Houston and New
York/Newark are celebrating Hispanic Heritage Month with special activities
this year.  Continental also supports many Hispanic organizations and events,
including sponsorship of the U.S.-Latin America Friendship Award, one of the
Hispanic Achievement Awards.  For five consecutive years, Continental Airlines
has been named to Hispanic Magazine`s “100 Best Companies for Hispanics.”


The second-largest U. S. airline to Latin America and the Caribbean in
destinations served and passengers carried, Continental Airlines offers daily
non-stop flights from its Houston and New York/Newark hubs for over
600 departures a week to 45 cities in 20 countries in the region, including
flights to eight Central American cities, seven South American destinations,
and 11 Caribbean destinations.  Continental operates more flights to Mexico
than any other U.S. air carrier, with more than 300 nonstop flights a week to
19 business and leisure destinations in Mexico.  Continental will begin
service to Santiago, Dominican Republic, on Nov. 1, and to Villahermosa,
Mexico, and Kingston and Montego Bay, Jamaica, on Dec. 12, bringing the number
of Latin American and Caribbean destinations served by Continental Airlines to

Continental Airlines is the fifth largest airline in the U.S., offering
more than 1,900 departures daily to 122 domestic and 89 international
destinations. For more information, visit




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