People

1. Introduction

1.1. What does “People” mean to us?

We aim to provide a valuable experience that makes passengers from diverse backgrounds worldwide feel appreciated. We do not discriminate by religion, language, race, or any other characteristic. All our passengers are important to us and deserve the highest quality of service.


In this section, we will guide you through our following principles for inspiring you about creating inclusive content:


1. Move beyond stereotypes,
2. Consider people as “passengers” rather than as representatives of race, class, or nationality,
3. Speak to all age groups,
4. Address all types of accessibility needs,
5. Make everyone feel premium regardless of socioeconomic background,
6. Remain neutral regarding religious beliefs, refraining from comments on any faith.

The information we ask for and the data we request are integral to their experience. It is essential to inquire only about what we genuinely need. The services we provide should transcend all differences and be inclusive of all backgrounds.

2. Gender, sex and sexuality

Asking for this information is not problematic, as we request it to calculate weight onboard, fulfill legal requirements, and provide appropriate salutations. For those who identify beyond biological gender classes, we should explain our reason for asking in a tooltip to show that we understand and address this concern.

When writing content that addresses passengers, strive to use inclusive language that embraces all gender expressions and differences. Like the famous Rumi quote, our approach is, “Come, whoever you are.

2.1. Focus on actions

Write by focusing on the action rather than who performs it. This helps avoid gender references without resorting to passive voice.

2.2. Use partner and parent

Instead of terms like wife, husband, or fiancé, use “partner.” For parenthood, avoid focusing on “mother” or “father” and highlight the concept of parenting.

2.3. Titles

Turkish Airlines uses only “Ms.” and “Mr.” as titles; we avoid using “Mx.” or “Mrs.” Additionally, we offer alternatives to infants (aged 0-2) and child passengers (aged 2-12) as “Boy” and “Girl”. Users can choose their titles on web and mobile channels, which will be reflected on the boarding pass.

2.4. Be gender-neutral

Avoid words that directly reference gender and opt for gender-neutral expressions.

3. Race, class, and nationality

When asking about ethnicity, be careful to distinguish it from nationality. For example, in multinational countries like the United States, this distinction shows understanding and prevents placing individuals in uncomfortable situations. Given our global audience, make sure to include everyone when preparing options.

3.1. Names

We prefer to make our personnel more visible by using names from diverse backgrounds, promoting inclusivity and helping to prevent unintentional bias. You can change the placeholder names accordingly to countries and culture if needed.

3.2. Colors

Using terms like “black” and “white” in contexts suggesting good and bad can lead to misinterpretation and should not be used, even metaphorically.

3.3. Priorities

Avoid terms like “master,” which can have connotations of slavery; use suitable alternatives whenever possible.

3.4. Ethnicity

We do not have any ethnic query, we only ask the country of registration. We ask this for legal reasons during the ticketing phase.

3.5. Titles

To avoid privileging certain titles that might be recognized only within specific cultures, we do not use non-academic titles. This approach helps maintain equality and prevents titles from carrying unintended social weight.

3.6. History

When creating city guides and blog posts, it’s important to include historical context while maintaining neutrality. Follow these guidelines to ensure your content is respectful and inclusive:


1. Avoid subjective or controversial perspectives.
2. Mention only the date and the event’s title as recognized in the country’s official historical records.
3. Refrain from using emotionally charged words like “genocide,” “conquest,” or “victory.”

4. Age

4.1. Age groups

Avoid phrases that assume an average age group. While our general target audience comprises adults with travel freedom, we also cater to the elderly, children, infants, and even, at times, for repatriation services.

4.2. Age ranges

Age should be stated as specific age ranges without subjective terms. This ensures our content remains objective and avoids assumptions about our passengers.

4.3. Campaigns

Campaigns may vary. For instance, a “Back to School” promotion targeting younger audiences may use a slightly youthful tone, but this approach doesn’t apply to campaigns for older passengers. Starting a campaign with “Dear Aunts and Uncles” would not be appropriate.

5. Disability

People’s identities extend beyond any disabilities they may have, and all deserve respectful, person-centered language. Avoid defining individuals by their disabilities or making assumptions about their conditions.

5.1. Respect needs

This is one of the areas we must approach with the most thought. Our content should be sensitive and respectful to the needs of diverse passengers, including those with visual, auditory, or mobility impairments. We serve passengers who use wheelchairs, canes, hearing aids, and other aids.

5.2. Action vs Outcome

To better accommodate users with varying needs and abilities, focus on the outcome of an action rather than the action itself. Describe what should be achieved, leaving users the freedom to approach it in the way that best suits them.

5.3. Buttons

Ensure that every button contains a clear call to action to support our users who rely on screen readers. Without this guidance, they may not be able to identify buttons as interactive elements.

5.4. Audio content

Audio content should always include a clear title that describes its purpose or content. Many users may not be able to hear and will require a text version of audio materials. By including accurate descriptions and captions, we make content accessible and ensure that every passenger, regardless of hearing ability, can fully experience it.

5.5. Understandability

Some passengers have cognitive impairments or learning disabilities. For these individuals, clear, direct content is essential to support focus and comprehension. Use straightforward language and structure to facilitate their journey with us.

5.6. Metaphors

Avoid using terms like “blind” or “deaf” as metaphors in marketing language, as well as words like “insane” or “crazy.” These can be sensitive to people with mental health conditions and may cause offense.

5.7. Emoji Usage

Audio-based systems can disrupt users’ experiences when reading multiple emojis consecutively. Limit emojis to no more than three in a row and use them only when necessary. Cümlenin sonunda veya başında kullanın.

6. Socioeconomic Status

We are committed to providing every passenger with a premium experience, regardless of their socioeconomic status. We believe that each of our passengers deserves the highest quality of service and comfort we offer, and we view them all as valued members of our premium community.

6.1. Business Class

When writing for Business Class offerings, avoid language that implies passengers are superior to others or that they inherently deserve more than Economy passengers. Today’s Business Class passenger may choose Economy on their next journey, and the aim is to communicate the added convenience and benefits without hinting at social hierarchy.

6.2. Promotions and special fares

Avoid terms like “discount” or “low-cost” fares. Our campaigns are designed to enhance the travel experience for everyone rather than to appeal to cost-saving motives. Passengers choose us not for lower prices but for the unique, elevated travel experience we provide through these offerings.

6.3. Colors

When describing colors, avoid references that imply financial or social status, such as associating black and white with moral or financial states. Focus instead on the specific, neutral color descriptions without connotations.

7. Religion

Religion is a sensitive topic and is not directly related to our target audience or our work; therefore, avoid discussing it as much as possible. Always remember that we serve passengers of all beliefs and religious backgrounds.

7.1. Holidays and special days

When celebrating religious holidays, keep the scope location-based. Turkish Airlines has no religion, so avoid using “our” to refer to any holiday. If celebrating Ramadan, ensure that you also acknowledge Christmas and other holidays, without bias. Keep celebratory messages straightforward and avoid deep religious references.

7.2. Campaigns

For campaigns centered around religious holidays or events, emphasize our values and campaign details rather than religious aspects. Craft the message without delving into religious themes.