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AA on Diversity

AA on Diversity

  • American is one of few corporations to have independently taken the initiative to establish a standing diversity committee of its Board of Directors, to guide and oversee the companys diversity goals and initiatives.
  • American Airlines has an entire department, Diversity Strategies, devoted to integrating the diverse talents, perspectives and innovation of AA people into our business strategies, and decision-making practices.
  • American Airlines is the only major airline and one of the few large companies with dedicated sales and marketing teams for the LGBT (Lesbian/Gay) communities.

  • American leads the airline industry in its commitment to diversity initiatives and has been recognised with numerous awards.
    • Profiles in Diversity magazine named the company among the top 10 in diversity for its use of employee resource groups as participants in the business development process.
    • The Anti-Defamation League honored American Airlines with the Henry Cohn Humanitarian Award, citing the company's efforts in promoting diversity in the workplace.

  • American has 14 Employee Resource Groups (ERGs) that reflect a wide range of cultural and life diversity. Our Employee Resource Groups are employee-governed grassroots organisations dedicated to enhancing the professional development of their members and supporting Americans business priorities. They provide cultural guidance on policies, communications and marketing initiatives, and by representing American in relationships with community organisations.
    • Each ERG is sponsored by a corporate vice president, and two members from each ERG form the companys Diversity Advisory Counsel.
    • AA recently paired with its LGBT Employee Resource Group to complete a Human Rights Campaign survey, resulting in a first-place listing among airlines in the Human Rights Campaign Buyers Guide. The company has scored 100 percent in each of the five years the survey has been in existence.

  • In the US, American has created a Diverse Segment Marketing Initiative to build our understanding of selected markets.
    • The initiative brings together the many areas of the companys operation that impact its relationship with diverse markets: customer service, training, sales, community relations, marketing, etc. The highest levels of the companys management team are involved with this initiative.
    • The initiative began with a focus on four markets: African American, Hispanic/Latino, Women and LGBT.
    • As part of its effort to reach these consumers, American in the past year has created Web sites that address the specific travel interests of women and LGBT travelers.