Air Canada becomes the first airline in North America to introduce the “Hidden Disabilities Sunflower” program for customers with invisible disabilities, and a new Customer Accessibility Advisory Committee made up of customers with disabilities will help develop further improvements.
MONTREAL , Jan. 30, 2024 /CNW/ — Air Canada today announced it has become the first airline in North America to introduce the “Hidden Disabilities Sunflower” program, aimed at improving service to customers with invisible disabilities. In announcing this move, the airline also announced the first appointments to its new Customer Accessibility Advisory Committee, which will guide the airline’s accelerated three-year accessibility plan.
By wearing the Sunflower Lanyard, Air Canada customers can communicate to airline staff that they require extra assistance, have special needs or need a little more time during their trip. (CNW Group/Air Canada)
“Air Canada was the first airline in North America to adopt the Sunflower program, which improves support and service for customers with invisible disabilities, such as autism. Our customers submit 1.3 million accessibility requests each year, and this initiative further demonstrates our commitment to improving accessibility. We are strengthening this effort through the establishment of a Customer Accessibility Advisory Council. Comprised of customers with disabilities who are part of the Canadian Accessibility Group, this council will contribute to raising awareness, help identify barriers and develop solutions,” said Tom Stevens, vice-president, customer experience and operational strategy, Air Canada.
Sunflower with Hidden Disabilities is a globally recognized program that uses an unobtrusive sunflower symbol to identify customers with invisible disabilities. By wearing a sunflower lanyard, Air Canada customers can communicate to airline staff that they require additional assistance, have special needs, or simply need extra time during their trip. To support the program, Air Canada provides training and awareness to all customer-facing employees so they can recognize and appropriately accommodate participating customers. Lanyards are available at check-in counters at participating Sunflower with Hidden Disabilities airports across Canada and on board all flights operated by Air Canada, Air Canada Rouge and Air Canada Express.
“We are pleased that Air Canada is the first airline in North America to officially launch the Hidden Disabilities Sunflower program. Air Canada and Sunflower are united in their commitment to ensuring that Sunflower wearers are recognized and receive the extra support, understanding and kindness they need during their air travel,” said Paul White, CEO of Hidden Disabilities Sunflower Scheme Ltd., the private UK-based company that manages the global program.
“It gives you a lot of confidence knowing that you’re being seen,” said Paul Rogers, board member of the Brain Injury Association of Canada and member of the Air Canada Customer Accessibility Advisory Committee. “It’s a very visual tool and it doesn’t require me or anyone else to explain or have a conversation. It also gives you peace of mind knowing that someone is watching your back and can see what’s going on and help you.”
Customer Accessibility Advisory Board
Air Canada has committed to establishing an advisory group of customers with disabilities in the three-year Air Canada Accessibility Plan. The committee will provide input from the perspective of customers with disabilities and help guide the direction and vision for Air Canada’s accessibility as part of its customer experience improvement program. The advisory group will initially include representatives from four Canadian accessibility groups, including Donna Jodhan from Barrier Free Canada, Paul Rogers from Brain Injury Canada, Isabelle Ducharme from Kéroul, and Joanne Smith from Spinal Cord Injury Canada.
Accelerated Accessibility Planning
In November 2023, Air Canada announced it would accelerate its Air Canada Accessibility Plan through a series of measures to remove barriers and improve the travel experience for customers with disabilities, including:
Boarding: Customers requesting Lift assistance at the gate will always board before all other customers and will be proactively seated at the front of their booked cabin. Air Canada is investing heavily in new equipment, such as Lifts, at Canadian airports to meet our customers’ expectations.
Mobility aid storage: Mobility aids will be stowed on board the aircraft where possible. If mobility aids are stored in the cargo hold, new systems will be put in place to track mobility aids during transport, including a process to ensure they are properly loaded prior to departure. Customers travelling within Canada can now track the movement of their mobility aids using the Air Canada app.
Training: Enhanced training will be provided to improve all aspects of employee interactions with customers with disabilities, including understanding the customer experience in air travel. Air Canada’s approximately 10,000 airport employees will receive this training as part of a new annual rolling training program.
The Job: Air Canada has created a new senior position, Director of Customer Accessibility, who will lead a team to manage the implementation of the company’s accessibility plan and provide resources and a common point of reference for quickly addressing disability issues.
About Air Canada
Air Canada is Canada’s largest airline and the country’s flag carrier, and a founding member of Star Alliance, the world’s most comprehensive air transportation network. Air Canada operates scheduled service to more than 180 airports in Canada, the United States, and internationally on six continents. The company is rated four stars by Skytrax. Air Canada’s Aeroplan program is Canada’s premier travel loyalty program, allowing members to earn or redeem points with the world’s largest airline partner network of 45 airlines, as well as through a wide range of merchandise, hotel and car rental partners. The company’s cargo division, Air Canada Cargo, provides air cargo transportation and connections to hundreds of destinations on six continents using Air Canada’s passenger and freighter aircraft. Air Canada aims to achieve an ambitious net-zero emissions goal for all global operations by 2050. Air Canada shares are publicly traded on the TSX in Canada and the OCTQX in the United States.
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