In a sign of the times, U.S. airlines are branding their Covid-19 health safety protocols. 

United on Wednesday unveiled United CleanPlus, which includes partnerships with Clorox and the Cleveland Clinic. 

“By establishing collaborations with world-renowned leaders in surface disinfection and health like Clorox and Cleveland Clinic, United customers can travel with more confidence knowing that the airline’s protocols have been informed by trusted experts,” the airline said. 

JetBlue, too, has given a name to the various health safety measures it is taking, including Wednesday’s announcement that middle seats would be empty on flights through at least July 6. 

The Safety from the Ground Up program, as JetBlue is calling it, includes four focus areas: healthy crew members, clean air and surfaces, more spacing and fewer touchpoints, and travel flexibility.

Alaska Airlines started the trend early this month when it gave its Covid-19 safety measures the name Next-Level Care. 

By bringing in high-profile partners, United’s CleanPlus could be the most comprehensive branding program thus far in the airline industry. 

United said it consulted with Cleveland Clinic on guidance with its policy of mandatory masks and social-distancing procedures. The carrier also said it sought advice from Cleveland Clinic when testing touchless kiosks for baggage check in Chicago O’Hare, Dallas/Fort Worth, Boston and Orlando. The kiosks print luggage tags by reading mobile boarding passes or boarding passes that customers have printed at home. 

United also touted its relationship with Clorox. The carrier will use Clorox products at hub airports starting with Denver and Chicago O’Hare.

“Clorox is working closely with United to enhance the airline’s cleaning program, redefine disinfection procedures and equip customers with amenities at select locations that help support a healthier and safer environment throughout their travel journey,” United said.

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