United Airlines Mission Statement | Vision | Core Values | Strategy (2024 Analysis)

Company: United Airlines
CEO: Scott Kirby
Year founded: 1926
Headquarter: Willis Tower, Chicago, Illinois, United States
Employees: 84,100
Type: Public
Ticker Symbol: UAL
Market Cap (July 2022): $12 Billion
Annual Revenue (2021): $24.6 Billion
Profit | Net income (2021): –$1.9Billion

Did you know? United Airlines and Boeing were one company once. In 1931, United Airlines was born.

United Airlines has been around since 1926 and has maintained its standards for offering top-notch services worldwide. The airlines have aimed to connect the world via reliable airline services. United Airlines has a massive fleet of aircrafts that connect 342 destinations.

United Airlines’ annual revenue reached $24.6 billion.

The in-depth analysis of United Airlines’ mission statement, vision statement, and core valueswill help you understand the reason for the success of this airline giant.

Table of Contents

United Airlines’ Mission Statement

“To create an inclusive work environment, characterized by dignity and respect that empowers every employee to serve the global marketplace and contribute to our success.”

United Airlines’ Mission Statement Analysis

United Airlines’ mission statement revolves around creating an employee-centric working environment. Here is a detailed analysis of the company’s mission statement.

Inclusive Work Culture

The first part of the mission statement focuses primarily on creating an inclusive work culture that not only treats employees with respect and dignity, but also empowers them. It seems United Airlines knew that in order to serve the customers, the company would need a full-filled workforce.

Investing in Employees

The company’s mission statement clearly indicates that investing in the employees will support United Airlines’ effort to serve effortlessly. This will eventually contribute to the company’s success. So, the company managed to create a mission statement with a win-win scenario for both business and the workforce.

Better Services

Profits for the business and opportunities for the employees are a perfect combination for the service industry to flourish. United Airlines knew that taking care of both ends of the business spectrum would enable the company to offer high-quality services to its customers.

United Airlines’Vision Statement

“To become recognized as an airline where: leaders embrace diversity and inclusion as a business advantage, employees feel highly valued, are actively engaged and are treated with dignity and respect, and customers value our inclusive approach to delivering flyer-friendly service.”

United Airlines’ Vision Statement Analysis

The vision statement by United Airlines is one of the most comprehensive statements you will come across. Here is a complete analysis of the statement.

Leading Diversity and Inclusion

United Airlines is well-aware of the demands of the present era, and hence wants to be the leader when it comes to diversity and inclusion. The idea of adding this component to its vision statement is to ensure that all the employees, stakeholders, and consumers are well-aware of United Airlines’ commitment to facilitating diverse communities.

This vision statement also indicates that United Airlines believes in equality and employs workers from various beliefs, cultures, and backgrounds.

Employees Satisfaction

The vision statement especially emphasizes the goal that United Airlines wants to be an employer where each and every worker feels valued and taken care of. This is one reason why this airline offers development opportunities to the employees while recognizing their individual and collective contributions to the company.

Customers Satisfaction

A service industry heavily relies on its customers’ perception of the company. Therefore, United Airlines’ vision statement would have been incomplete without the mention of a customer-centric approach. The diverse approach toward culture, employment, and practices allows United Airlines to cater to customers worldwide by delivering services per each flyer’s expectations.

Global Connectivity

The goal to offer worldwide airline services is reason enough for the vision statement to revolve around the concept of diversity and inclusion. Needless to say, this has helped United Airlines surpass flyers’ expectations for almost a century.

United Airlines’ Core Values

United Airlines operates on the following core values:

1. Diversity and Inclusion

The company is dedicated to employing and serving people from across the world. This reflects on the company’s approach toward employment as well as how it aims to serve its customers/flyers. United Airlines is one of the avid followers of all employment and industry laws. The business has a strong track record of managing its operations while staying compliant with the regulations of the airline industry and employment sector standards.

2. Fly right, fly friendly, fly together, and fly above and beyond

This long-phrased core value encompasses everything United Airlines stands for. You can say that this is the code of conduct or manual for the operations and employees working relentlessly at United Airlines.

Considering the company’s success, it is alright to say that these core values have enabled United Airlines to stay on top of its game for over nine decades. The airline has been working on the vision to create an environment of appreciation and satisfaction for its employees and customers.

The collective efforts of the employees, along with the company’s standards of conduct, ensure that every cog in its operation and machinery is working towards one goal: a better flying experience.

The ‘above and beyond’part of the core value is probably an inseparable component of the service industry. This will always work as a reminder for the company and its workforce to offer warm and hearty customer services to its flyers while connecting them with the world.

This is why if you fly with the airline once, you will remember the experience due to their warm, friendly, and welcoming services no matter where you go.

United Airlines has definitely set an example for what a mission statement, vision statement, and core values for a service industry must look like. All these components work together so smoothly that it has allowed United Airlines to offer an impeccable flying experience with top-notch customer services.

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