Right-wing turbulence: American Airlines is staying on course with its pro-gay policies.

Despite pressure from the religious right, American Airlines is staying in course with its pro-gay policies

There is something confusing in the air when it comes to American Airlines and its involvement with gay causes. While the company has been a very visible sponsor of gay and lesbian events and is consistently ranked as one of the most gay-friendly airlines, it also is the target of numerous Internet-circulated petition campaigns, which either praise or criticize American for its support or lack of support of lesbians and gay men.

Contributing to the confusion, the religious right group Concerned Women for America in late March issued a press release that was presented as the definitive word on the subject: American had abandoned its pro-gay policies. "No longer will air travelers on American Airlines fear that a portion of their fares are funding activities that may be in direct conflict with their religious beliefs," said CWA president Carmen Pate. Calling American's sponsorship of gay events "an open endorsement of promiscuous homosexuality," Pate added, "We are so pleased that American has decided to stop endorsing this deadly behavior."

But Pate's victory declaration was premature, to say the least. In its own press release, American denied that it had instituted any policy change or was even contemplating any changes. Moreover, the release included a veiled criticism of CWA's press statement. "As we have said for several years, we have a strictly neutral stance with respect to lifestyle," American's release read. "We urge individuals and organizations of all perspectives to respect our neutral position, and one another, and to avoid misrepresenting our position."

Despite all the political turbulence, American, whose parent company is AMR Corp., hasn't changed its flight plans when it comes to the gay and lesbian market. The carrier, based at the Dallas/Fort Worth International Airport, is the official airline of several gay and AIDS organizations, including the Human Rights Campaign and the San Francisco AIDS Foundation. The company also contributes substantially to AIDS charities; its departing chairman and CEO, Robert Crandall, participated in the Dallas AIDS Walk twice, one time serving as honorary cochairman of the event.

"American has gone much further and deeper into the gay market than any of the other major carriers," says Billy Kolber-Stuart, editor of "Out & About," a newsletter for gay travelers. "They started earlier and really explored the full range of sponsorship and marketing opportunities in the gay market."

This hasn't always been the case. Five years ago American endured two black eyes from separate incidents. In one a passenger with HIV was hauled kicking and screaming off a plane after he allegedly refused to remove his intravenous bag from where it was hanging above his seat. In the other a crew member on an American flight carrying dozens of gays home from the 1993 march on Washington radioed ahead a request for a change of blankets and pillows "due to gay rights activists on board." These incidents angered gay leaders and sullied the airline's reputation for years.

The rebound in American's standing with gays is the result of aggressive outreach by the company. "I'm a 19-year veteran with American," says Robbin Burr, a national sales manager for the gay and lesbian market and cochairwoman of Gay, Lesbian, Transgender, and Bisexual Employees at AMR, also known as the acronym GLEAM. "I've seen increasing baby steps over the years, but a lot of those have taken place in the past five years. I'm really proud of the company because of its sensitivity not just to take from the community but to be good citizens and give back."

As indicated by the CWA campaign, these pro-gay policies have proved too much for religious conservatives. In a letter sent to Crandall last October, the heads of six organizations complained about the airline's "open promotion of homosexuality." The writers cited their "renewed concern that you honestly don't know how widespread and offensive American Airlines' campaign to legitimize homosexuality has become." The complaints resulted in a meeting in late March between Crandall and representatives from several religious right groups--including the American Family Association, CWA, and Focus on the Family--which culminated with CWA's press release.

In a letter to American's gay employee group in response to CWA's release, Crandall wrote, "American does not intend to sever relations with the gay community or the organizations which represent it. Nor do we intend to moderate our efforts to sell effectively to every customer constituency."

Such a stance makes American, like the Walt Disney Co., an obvious target for irate religious conservatives. "American put itself on the line and in public view, in effect setting itself up for religious right criticism," says Kolber-Stuart. "They've shown remarkable strength in resisting the pressure and threats."

Indeed, the only change in American's marketing policy over the past several years has been to pull out as a sponsor for various circuit parties. "We did so because we believe our resources can be better used to support less controversial activities." Crandall wrote in his letter to American's gay employees. Kolber-Stuart says this move cannot be interpreted as a sign of lessened commitment to the gay market. "Certainly things like the circuit parties are questionable events even within the gay community," he says. "I think American's decision has more to do with their ineffectiveness as good marketing vehicles."

In fact, even with Crandall's leaving the company, changing American's policies will be difficult, given how institutionalized these policies have become. Five full-time staff members work to promote the airline in the gay marketplace. GLEAM is one of nine officially recognized employee interest groups (along with a Christian group) and is represented on the carrier's diversity council.

"It's a pretty visible and important thing here," says GLEAM founder Tim Kincaid. "It raises everybody's awareness. From that we've trained thousands of middle-management people about diversity. It's a considerable investment, not only when you think about the training but the time away from work. It's unheard-of." Kincaid says American's management has made clear its support for GLEAM and the other employee groups.

GLEAM is currently promoting a domestic-partnership policy at American, which already includes sexual orientation in its nondiscrimination guidelines. Should it be adopted, the policy would be the first of its kind among domestic carriers. "We don't have it today, but it has more of a feeling of when than if," Kincaid says. "It's on the top of our list because it's an issue of fairness in the workplace."

Should American break the industry barrier, other airlines may feel compelled to follow. "It's a case of a follow-the-leader competitive market," Kolber-Stuart says. The proof, he notes, is in what has happened in the past with the expansion of frequent flier benefits to same-sex partners and bereavement discounts to gays. "Those are at many of the major carriers now," he says. "Very few would be there now if American hadn't set the standard to do so. They have been in the forefront of all those issues."

RELATED ARTICLE: Making the grade

"Out & About," a national newsletter for gay and lesbian travelers, ranks airlines according to their policies regarding gay customers and gay employees. The 1998 report card is as follows:

Alaska Airlines: F

Vaguely worded nondiscrimination policy does not address sexual orientation; no gay-specific marketing

American West Airlines: C-

Bans discrimination against gays but directs no marketing or advertising to them

American Airlines: B

First airline to add sexual orientation clause to nondiscrimination policy; has five-person team marketing to gays

British Airways: A-

Includes sexual orientation in nondiscrimination policy; major sponsor of the Rainbow Card and its related grant program supporting gay and lesbian causes

Continental Airlines: D

Nondiscrimination policy does not include gays; gay-targeted marketing at the local level only

Delta Air Lines: D+

Includes sexual orientation in nondiscrimination code but places limits on spousal benefits, like preferred flier programs, offered to same-sex couples; no gay-specific marketing

Northwest Airlines: B

Nondiscrimination policy covers sexual orientation; marketing to gays limited but consistent

Southwest Airlines: C-

No gay-targeted marketing; dose not specifically ban antigay discrimination, but officials say no discrimination tolerated; as Southwest called best U.S. employer (Fortune, January 12), "We believe them," says "Out & About"

Trans World Airlines: D

No gay-specific marketing; does not include gays in its antidiscrimination protections, but employees consider TWA gay-friendly; time for the airline to "codify... practice into policy," newsletter notes

United Airlines: B

Only U.S. carrier to advertise in a national gay publication; includes sexual orientation clause in nondiscrimination policy

U.S. Airways: B

Prohibits discrimination based on sexual orientation; no gay-specific marketing, but has sponsored AIDS events

Virgin Atlantic: A-

London-based Virgin Atlantic was first airline to advertise in national U.S. gay magazines; bans antigay discrimination; diversity training addresses AIDS in the workplace

SOURCE: "Out & About," January-February 1998