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Bonnie Reitz  

Former Senior Vice President of Continental Airlines

Bonnie Reitz is one of the world’s premier experts on achieving corporate excellence and performance in the face of extreme business and market pressures. As Senior VP Marketing, Sales and Distribution at Continental Airlines and an original member of Continental's “Worst to First” turnaround team, Bonnie helped the airline achieve record revenue premiums while reducing marketing expenses from nineteen to ten percent of revenue.

Bonnie has an instinctive ability to know what customers value. Under her leadership the brand achieved top customer satisfaction ratings, winning highest honors for Continental’s OnePass Frequent Flyer program and BusinessFirst product. As a key component of her First to Favorite initiative, she created EliteAccess, a service provided to its most profitable customers. Her e-commerce vision helped to make Continental a leader in customer friendly technologies, including airport e-service centers, the Continental.com web site, and a customer information system that focuses on a customer’s lifetime value and individual service experiences.

Bonnie has a gift for building a customer-driven focus on a culture of trust, dignity, respect and inclusiveness. During her tenure at Continental, the company’s employees voted the company the best place to work six years in a row.

A twenty-six year veteran of the airline industry, Bonnie has retired from Continental and founded InsideOut. . . Culture to Customer, helping businesses improve profit margins through business culture transformation. An energetic and engaging presenter, she speaks frequently around the world at corporate and academic forums and she traveled to China under Boeing’s sponsorship to advise Chinese Aviation Executives on open market competition. Ms. Reitz received the prestigious Laurels Award from Aviation Week & Space Technology, and has been featured in FAST Company, Kiosk Business, Selling Power and Fuel magazines, and in many business books.

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Speech Topics


The Culture to Customer Connection

Customer Relationship & Experience Management

Leadership: Changing to Meet Market Demands

Leadership: Restoring Trust

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