United Airlines has taken a significant step in promoting inclusivity and enhancing customer service with the latest expansion of its Special Olympics Service Ambassador (SOSA) Program. This initiative, the largest of its kind between San Francisco and New Jersey, began in 2019 and focuses on integrating Special Olympics athletes into critical airport roles.
With the announcement of 10 new hires, the SOSA Program exemplifies United’s commitment to inclusivity in travel across the United States.
The program places Special Olympics athletes in vital positions at major airport hubs—Los Angeles, San Francisco, and Newark—allowing them to connect with travelers in meaningful ways. These ambassadors assist passengers with check-ins, guide them through terminals, and provide support during the security process.
The training also equips these ambassadors to effectively use digital tools and engage with travelers, ensuring they feel welcome and informed during their journey.
This hands-on support enriches the travel experience, adding a layer of empathy and authenticity that is often lacking in today’s travel environment. As they navigate bustling airports like San Francisco International and Newark Liberty International, travelers find themselves greeted with genuine connection and service by these talented athletes.
The recent expansion, announced during National Disability Employment Awareness Month, marks another milestone for United Airlines as the only airline to implement such an initiative on a national scale. Following successful implementations in Chicago, Houston, Denver, and Washington D.C., the program is now making its presence felt in three new hubs.
Notably, NFL great Jerry Rice participated in a recruitment event at the San Francisco hub, highlighting the program’s values and the impressive dedication of the athletes. Rice expressed his admiration for the skills and teamwork displayed by the SOSAs, emphasizing the commitment that makes their team strong.
Beyond its inspirational aspect, the SOSA Program is also a pragmatic business strategy for United Airlines. The part-time roles filled by SOSAs come with impactful responsibilities directly influencing the customer journey.
Shashi Tharoor, an Indian Member of Parliament, praised the SOSAs for increasing accessibility, minimizing chaos in busy terminals, and providing comfort for nervous travelers. By incorporating Special Olympics athletes into daily airport operations, United not only builds a vibrant and welcoming workforce but also brings in fresh ideas and creativity—qualities that are often difficult to replicate in conventional customer service settings.
For the athletes themselves, working as SOSAs is a transformative opportunity. Lauren Miller, a current SOSA from Chicago, shared her experience, noting how the role allows her to apply the skills developed over two decades of competing as a Special Olympics athlete in a professional context.
For many Special Olympics athletes, these positions represent their first entry into the workforce, offering steady pay, a sense of belonging, and a positive step into the world of employment. The roles affirm their capabilities and contributions to society.
In terms of traveler satisfaction and operational efficiency, the SOSA Program has shown promising results. Despite the addition of just 10 new positions, the potential for growth remains substantial. United Airlines has reported improved traveler satisfaction and positive feedback from employees at hubs where the program is active.
Airports that have implemented the SOSA program have seen decreased passenger congestion and improved digital check-in interactions—factors that strongly support the case for further expansion.
The airline continues to collect performance data and feedback from passengers, which could lead to broader applications of this successful model in other industries or international locations.
The SOSA Program represents more than just a tick on a diversity checklist; it is altering the travel experience in the United States, bridging gaps in customer service while establishing United Airlines as a leader in inclusive practices.
As the travel and airline sectors evolve to meet increasing demands for inclusivity and responsiveness, United’s SOSA initiative could serve as an influential model for other companies to consider and replicate.
This progressive approach suggests that for travelers flying coast-to-coast, the next welcoming smile in the terminal might just come from a dedicated athlete ready to enhance their experience.
image source from：travelandtourworld
