The new holding company, United Continental Holdings, will begin trading today on the New York Stock Exchange under the ticker "UAL," Reuters said.
"You're going to be very pleased as a traveler. Your travel experience is going to be a good one," Smisek told The Houston Chronicle.
Passengers flying Continental will continue to check in with Continental. The same applies for United customers, The Associated Press reported. The two frequent-fliers programs will also remain separate for now.
The new company will be based in Chicago. The deal was first announced in May.