Dutch airline KLM is adding “neutral” forms of address to customers during the booking process in some of its key markets.
KLM will give customers the option to choose a gender-neutral alternative to male and female titles in the Netherlands, UK, Germany and US.
Adult travellers booking their tickets in these markets can specify that they identify as non-binary and can opt to be addressed by name only without any title where possible. KLM said that if a courtesy title is needed, the letter X will be used in greetings to these customers.
Customers with a KLM account or who are members of the Flying Blue loyalty programme can already choose a gender-neutral form of address. Other airline processes, including check-in, will also be adapted later this year.
Boet Kreiken, executive vice president of customer experience at KLM, said: “I’m proud that we’re now giving customers more choice in how they would like to be addressed. After all, there are few things more profound than our identity and, consequently, our name and how others address us.
“The fact that we immediately had hundreds of customers opting for this new feature, shows that we have indeed recognised and acknowledged them.”
Other airlines including KLM’s partners Delta and Virgin Atlantic have already introduced alternative forms of address in their booking channels.
Last year, American Express Global Business Travel also updated its Neo booking tool to give options for non-binary travellers.