We use inclusive language across our product so our travellers feel represented and a sense of belonging. These guidelines also help with how we communicate internally within Skyscanner to create an inclusive workplace.

Quick inclusive language checklist

Ask these questions when reviewing content to make sure it isn’t exclusionary of any groups or individuals.

Does it use jargon and acronyms that could exclude those without specific cultural context or technical knowledge?

Does it mention or reference characteristics such as gender, sexual orientation, race, disability or age? If so, is it necessary or relevant?

Does it use language that is preferred by the group it’s referring to (e.g. “wheelchair user,” not “wheelchair bound”)?

Does it use words or phrases that have historical or racist context, or could be considered appropriation?

Is it accounting for intersectionality and recognising the diversity within the group it’s referring to?

What makes language inclusive?

Inclusive language doesn’t use words, expressions or tones that perpetuate stereotypes and discriminatory views against a specific (underrepresented) group of people. Characteristics of these groups include gender, race, ethnicity, sexual orientation, age and more. And it’s important to emphasise that this is not about intent, but about impact.

Instead, we should focus on the individual rather than on characteristics such as gender, sexual orientation or ability, unless necessary and relevant.

Our commitment to inclusivity is both an individual and a collective pursuit of listening, learning and growing to understand the impact of our words.

If you’re unsure about a word choice or a phrase, ask the Content Design team for an opinion. We know it can be difficult to make sure language is inclusive, and we're happy to discuss and help you make the best choice.

Different communities may have different preferences

When writing about disabilities, it’s best practice to write in a person-first language, like “person with autism” rather than “autistic person.” But in some instances, such as in the Deaf community and amongst some autistic people, an identity-first language is preferred.

Where possible, ask the audience what their preference is.

“Disabled person” for the UK.

“Person with a disability” for the US and Australia.

Read more on accessible and inclusive language in the Accessibility guide.

Creating inclusive content

Disability

Disability is a broad term that describes a condition of the body or mind that makes it more difficult for the person with the condition to do certain activities. Those with disabilities are people first and foremost and are not defined by any impairments they have.

Not all disabilities are visible either. Over 80% of disabilities are “hidden” or “invisible.” They include, but are not limited, to things like anxiety, depression, neurodivergence, diabetes and endometriosis.

Did you know? Disabilities aren’t always permanent — they could also be temporary or situational, such as recovering from surgery.

Writing guidance

Don’t mention disabilities unless it’s relevant.

Use neutral, non-victimising language when describing disabilities or people with disabilities.

Examples

Don’t	Do	Why
“differently abled” or “the disabled”	“disabled person” or “person with disabilities”	Dehumanising and othering
“suffers from”, “victim of” or “diagnosed with”	“has”	Portrays the individual as a victim
“crazy” or “lame”	“wild” or “underwhelming”	Rooted in ableism and used derogatorily
“handicapped”	“with a disability”	Offensive due to derogatory use in the 90s

Gender identity and sexual orientation

Gender identity describes the gender that an individual feels they are and how they wish to be perceived, and it may not be the same as their biological sex.

Sexual orientation describes what someone is romantically or sexually attracted to, and this is often strongly tied to gender identity.

Our language should reflect the fluidity or respect that there is a spectrum, and that people don’t always fit into a rigid or binary system.

Writing guidance

Use gender-neutral language.

Don’t use words and phrases that insinuate men as the default.

Don’t mention sex or gender identity unless it’s relevant.

Don’t use heteronormative language.

Examples

Don’t	Do	Why
“him”, “he”, “her” or “she”	“they”, “their”	Unless they gave their pronoun, it’s best to use a gender-neutral pronoun
“female'“	“woman”	“female” defines a biological category whereas “woman” refers to the person
“stewardess”, “businessman”, “mum”	“flight attendant”, “businessperson”, “parent”	Enforces gendered expectations of what are “women’s roles” and “men’s roles,” and needlessly brings in gender altogether
Provide an “other” answer option when asking for gender or other personal characteristics	Provide “prefer to self-describe” or “prefer not to answer” as answer options	Be specific and human about those who may not respond in a way that conforms to society, and give them a way to custom respond
“wife/husband” or “girlfriend/boyfriend”	“partner”	Heteronormative (and gendered) language that assumes every relationship is between straight people

Culture and religion

Culture and religion can shape beliefs and who we are. They reflect characteristics and traditions closely tied to our individual and group identities. It’s important to be mindful of using language that may perpetuate a Western-centric perspective.

Writing guidance

Consider potential cultural differences in both language and design.

Consider minority groups within places where most of the population adheres to a specific religion, race or culture.

Avoid language centred around a dominant culture that could create an “othering” effect.

Examples

Don’t	Do	Why
Assume everyone has a first, middle and last name under a restrictive character limit	Ask for their full name without a restrictive character limit	Using a hard first/middle/last name format and restricting character count largely only applies to Western names, and ignores different ways names are structured across the world in different countries and cultures
“Muslim countries” or “Buddhist countries”	“Muslim-majority country” or “Buddhist-majority country”	Be mindful of erasing people within minority groups in specific religion- or culture-dominated countries

Race and ethnicity

Race and ethnicity reflect shared physical and societal characteristics that often influence our identities.

Systemic oppression is very much tied to race and ethnicity today, so we must make sure that the language we use does not perpetuate or uphold any harmful ideas or systems.

Writing guidance

Don’t stereotype or generalise (whether it could be perceived as negative or positive).

Avoid referencing someone’s race or heritage unless we know how they identify.

Don’t use any words or terms with a racist history or origin — if you aren’t sure, avoid using them.

Examples

Don’t	Do	Why
“marginalised people” or “underrepresented groups”	“minorities”	Implies a group holds an inferior status or are numerically small against a majority when that is not always true
“black” or “white” (e.g. “blacklist” and “whitelist”)	“allowlist”, “deny” and “blocklist”	Implies that one is good or positive, and the other is bad and negative
“master” (e.g. “master bedroom” or “master list”)	“main bedroom” or “primary list”	Conjures up the image of slavery, whether or not its history is directly tied to it. Regardless, there have been many expressions of discomfort and there are plenty of other words we can use in its stead.
“Where are you from?”	“What is your nationality, as shown on your passport or travel ID?”	The term has become a microaggression and can be a complex topic. If we’re asking about nationality, it should be clear what we’re looking for.
Use only culturally white names and faces within a product experience (e.g. John, Karen, Simon)	Use a range of names and faces within a product experience (e.g. Thuy, Ashik, Imani)	Not very representative of the diversity found in our travellers

Socioeconomic class and elitism

Socioeconomic class is where an individual sits in a societal structure based on social and economic factors like access to quality education, income or career prestige.

We are a service that is built for everyone, so we should avoid using any language that may dehumanise or imply favouritism towards a social class.

Writing guidance

Don’t make assumptions about someone’s background/socioeconomic standing.

Be mindful of making statements or using words that may show a prejudice towards a social class.

Write using plain language— we want to be accessible to people of all language abilities and education levels.

Don’t	Do	Why
“poor people” or “the poor”	“people experiencing poverty”	Othering and unempathetic language
“classy”	“opulent”, “luxurious” — but it’s best to be as specific as you can	The term “classy” is a word used to praise characteristics associated with the upper class that simultaneously looks down upon the stereotypes and behaviours of the lower class. Try detailing what makes the subject of your writing “classy” instead.
“Who is your favourite university professor?” or “What was the make and model of your first car?”	“What do you consider to be your hometown?” or “What was the first film you ever watched?”	There are many arguments against the use of security questions, but if we must use them, we should avoid offering options that require a certain level of privilege to be able to answer.

Our language when designing

Sociolinguistics is the study of how language shapes the society around us, and vice versa. The words we choose can have deep meanings and connotations. Here are some simple reframes we can make to avoid using language with colourist connotations when designing.

Don’t	Do	Why
“native language”, “mother tongue”	“first language”	Refers to the language of one's ethnic group rather than the individual's actual first language
“dark patterns”	“deceptive patterns”	Implies that darkness or blackness is bad
“white space”	“negative space”, “blank space”	Implies white space is positive
“blacklist”	“allowlist”, “deny” and “blocklist”	Implies that darkness or blackness is bad, and white is good or positive
“orphans/widows”	“isolated”	Negative connotations
“master”	“main”	Connotations of slavery

We’re always learning and growing

Our inclusive guidelines are always evolving. We’re all still learning and trying to be better together. Please get in touch with the Content Design team if you have any thoughts or feedback, or tag us #diversity-equity-inclusion