United Airlines announced today that they are renaming their company from the merger-friendly “United Continental Holdings” to the simpler but less inclusive “United Airlines Holdings”. In a filing, United posted the following:
Effective June 27, 2019, United Continental Holdings, Inc. amended its Certificate of Incorporation to change its name to “United Airlines Holdings, Inc.”
(the “Company”). Stockholder approval of the name change was not required pursuant to Section 242(b) of the General Corporation Law of the State of
Delaware. The Bylaws of the Company have similarly been amended to reflect the name change, also effective on June 27, 2019. The Company’s common
stock will continue to trade on The Nasdaq Stock Market LLC under the symbol “UAL” and its CUSIP number will not change.
The change makes sense on many fronts. United has made a concerted effort to move past the merger between the ‘equals’ of United and Continental Airlines. In recent months they have refreshed their livery and announced a number of service enhancements to improve the customer experience. Still for many Avgeeks and former Continental employees, the Continental name was a nod to an airline that went from worst to first under famed CEO Gordon Bethune. When United merged with Continental, Continental was known for friendly service and a customer first culture. During the merger, the new United adopted the Continental livery but lost some of the splendor of Continental during the merger of two different cultures and operations. United looks to regain the excitement with a ‘United’ image and a company name that clearly reflects a post-merger airline.