“Several things in my personal life have helped me better understand the challenges people with disabilities often encounter,” Kinzelman shared. “My aging parents, for instance, now sometimes require accessibility devices when they travel. I also have a family friend with a disability who requires a wheelchair for mobility.”
As the executive sponsor of Bridge—United Airlines’ business resource group for people of all abilities—Kinzelman is in a position to do more than observe. He’s helping to shape the airline’s accessibility strategy from the inside out. “Although our teams around the world work hard every day to accommodate the needs of all our customers and safely handle their mobility devices, we see more opportunities to make the experience even better,” he said.
Embedding Accessibility into Every Decision
At United, Kinzelman’s goal is clear: “Our top priority is to provide a safe and comfortable journey for all our customers, especially those who require additional assistance.” Accessibility, he said, is something the company strives to embed into every decision. “When we make the travel experience more accessible for those who need it, we make it better for everyone.”
Building on 15 Years of Progress
United has taken several concrete steps to back up that philosophy. Fifteen years ago, the airline created the Accessible Travel Advisory Board, which includes 10 leaders from the disability community. The board provides consistent feedback and shares best practices from across and beyond the airline industry.
“More recently – in 2023, we became the first U.S. airline to add Braille to aircraft interiors so travelers with visual disabilities can navigate the cabin independently, and this year we introduced placards that add tactile elements for those who don’t read Braille,” Kinzelman shared.
Practical Tools for Wheelchair Users
The airline also launched new digital tools and policies for passengers who use wheelchairs, including a filter to help determine which aircraft can accommodate specific mobility devices. If only a higher-fare flight can accommodate a wheelchair’s size, United refunds the fare difference.
“So far, more than 25,000 customers who travel with wheelchairs have already used the tool since it launched,” Kinzelman said.
Feedback from those customers helped contribute to a nearly four-point improvement in customer satisfaction scores compared to a year earlier.”
In October, United announced a new partnership with the United Spinal Association, bringing in their expertise to help improve accessibility throughout the travel experience.
Enhancing the Journey at Every Touchpoint
Kinzelman noted other ongoing improvements as well: “Our seatback entertainment screens now offer a wider range of accessible features such as closed captioning, text-to-speech controls, magnification, explore-by-touch capabilities, and audio-described movies. We also recently enhanced our mobile app’s support for assistive technologies and offer customers more tools to find accessibility services at airports.”
Internally, United’s Bridge employee group is helping to ensure the workplace is inclusive and supportive of employees with disabilities. “Our employees help create a workplace environment where all can strive to achieve their maximum potential and support our commitment to being an ally for customers with disabilities,” Kinzelman said.
Overcoming Complexity with Collaboration
Building accessibility across a global airline isn’t simple. “With a company as large as ours, there are many different work groups that touch the travel experience for our customers. Many teams must come together to make change,” Kinzelman explained.
To solve this, United created a centralized team to oversee accessibility efforts and serve as a hub across the organization. “This is important in ensuring as consistent of a travel experience as possible while customers transit more than 350 United locations around the globe,” he said. “This team is listening to our customers with disabilities every day and working to make us better.”
Looking Back and Moving Forward
When asked what accomplishments he’s most proud of, Kinzelman expressed that what makes him proud is, “The way United has created a welcoming and safe space for customers and employees of all abilities. Our different abilities create our collective strength, and we will continue to focus on strengthening that culture.”
His inspiration comes from travelers themselves. “Candidly, I am inspired by those who do not let a disability limit their ability to travel to see family, friends or exciting locations around the globe,” he said. “We will continue to do everything we can to remove barriers and enhance their experiences.”
For others hoping to advance accessibility in 2025 and beyond, Kinzelman’s advice is both simple and powerful:
Making real, demonstrable progress is a long journey, but you can start by simply appreciating that a certain percentage of the population—customers, employees, neighbors in your community—have special needs. Including and listening to that population creates opportunities, expands your reach and builds an organization that people want to work for and do business with.”
You must be logged in to post a comment.