United Airlines Mission Statement, Vision & Values Analysis 

United has a long and rich history. They have been in the air since 1926, but their commitment to quality goes back much further than that. In 1968, for example, the company was the first in the industry to implement a flight attendant training program. United Airline is also one of the only airlines where you can earn lifetime status with qualifying miles flown and qualifying dollars spent. Although United has grown and changed over time, its commitment to customer service has never wavered. 

United Airlines Mission Statement, Vision & Values Analysis 

United Airlines is an American global carrier that offers both scheduled and chartered flights to over 375 destinations across the world. The airline was originally founded in 1926 as United Aircraft and Transport Corporation by William Boeing and James S. McDonnell then merged with Capital Airlines in 1961. 

United has grown through a series of mergers into an international carrier with a hub at Chicago’s O’Hare International Airport (ORD). The company has one of the largest domestic networks in the U.S., where it carries more passengers than any other airline.

The United Airline’s Mission Statement

A mission statement is “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.” We are united in our commitment to always put our customers first. 

The first statement directly communicates the corporate stance on every company’s primary goal. The airline declares that the success of its passengers is the number one priority and nothing else matters. 

From the company’s perspective, the passenger experience is one that always begins with its people. The company’s responsibility to its customers, the loyal ones who are loyal to United Airlines, makes customers the centerpiece of every business strategy. 


The company wants the best customer experience that ensures the customer becomes an ambassador for its products and services. Every product and service is valued by this market, so it must deliver at the highest level. 

The company’s goal is to “bring people together for a better world,” which has been interpreted by many as a call to make all cultures “American.” In today’s increasingly divisive world, this organizational idea could prove dangerous and should be reconsidered. 

 1. Empower everyone: 

United Airlines discusses how it envisions a culture of dignity and respect by explicitly affirming that every employee plays an important role in the work environment, and every employee is both empowered and expected to play a meaningful role.

 The company puts it plainly that every employee must feel at ease to help the company grow and thrive. This message is clear. The values of dignity and respect have been cultivated at every step of the way and not merely reiterated at a press release. 

2. Compassion: 

One of the key ways to create a positive working environment for every employee is to have compassion for each other. The airline shows how, at every step of the way, its employees have shown compassion for each other and the customers.

Understanding the mission statement at United Airlines will not be as straightforward as some may think. Some will argue that a flight crew can perfectly understand a purpose statement, but its experience in real life is a different story. 

With that in mind, we encourage you to analyze the purposes of United Airlines to see what distinguishes it from the rest of the airline industry. The purpose of any business that requires precision and detail is to increase its bottom line.

A company’s mission statement defines the company culture

Mission statements are not supposed to be formal pieces of paper. They are supposed to be real embodiments of the values the company is supposed to stand for. They should not be the same as what the company states in its form or statement of purpose (also known as the vision statement). 

The mission statement should be completely different from these two documents. It is the mission statement that defines what the company does. This ensures that every employee fully understands what the company’s goals are, who its competitors are, what the company does best, and why its competitors should also do things the same way.

Vision statement

The vision statement is “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 shows how the company looks at customer-centricity in making its brand relevant to the changing technology environment. In the current market, the customers expect any service provider to have a distinctive approach to relating to them. 

In the coming decade, they expect their expectations to be met, and that means using the right technologies, processes, and personnel to become a part of the customer’s life in innovative ways. United can offer the best air travel service in the world as it is aware of the shift in technology.

 By focusing on customers’ needs, United can revolutionize its product and services which in turn leads to a rise in revenue. United Airlines supports the unique needs of its diverse customers. For example, the United States allows passengers to fly domestically for free on Frontier but allows its passengers to fly domestically on Southwest for $49, compared to the $99 on United Airlines. 

This proves that United Airlines is not always strict on the rules. It has a different approach to the industry United Airlines distinguishes itself in the travel industry because it does not have the same approach to the industry as other airlines.

 It clearly states that the demand for traveling is low so they must adapt their services accordingly.

What do you mean by a vision statement?

A vision statement is a phrase that sums up the mission and goals of an organization. It can also be called a mission statement or a company’s slogan. It should be short enough to fit on your business card, but long enough to capture the essence of your company. 

A good example of a vision statement can be found in Google’s “Don’t Be Evil” motto. They have a simple saying which shows their commitment to providing services that are not harmful. It’s a succinct explanation of your business goals and what you want to be known for. 

If you can’t communicate your vision in a single sentence, it might be too complicated, or there might not be a good fit between your values and the values of your customers.

The company’s values

Core values are “diversity and inclusion, fly right, fly friendly, fly together, and fly above and beyond.” These are the core principles that United Airlines utilizes to put them as a top global company, where they strive to continuously improve customer experience. 

Therefore, your brand needs to be managed in such a way that you ensure that people are familiar with your brand and feel comfortable using it. In this way, the people who use the product, service, or software feel proud to be a part of your organization. 

Diversity and inclusion

The diversity and inclusion team works in partnership with the leadership of the company to identify ways in which diversity and inclusion can be promoted. Intending to promote inclusiveness, the corporate leaders of United Airlines decided to implement the following program.

 It began with a voluntary effort among leadership and employees and the progress of the program is still in the process. 

Fly Right 

There is a culture of humility in United Airlines. Every employee is treated the same, regardless of their job title, level of seniority, or actual value to the company. As such, everyone has a role to play in promoting and promoting the “fly right” culture of the company. 

Fly Friendly

 There is no other way to put it, the employees are allowed to have fun at work. United Airlines is famous for its loyal, long-standing customer base. The airline has remained a major player in the industry since its inception but has developed a unique way of ensuring its success. 

The “blue is the color of friendship” color campaign was founded to remind customers that a friendly customer is a loyal customer.

Fly together

United’s mantra is “Fly Together.” This indicates that individuals should respect each other and interact with one another in a way that is conducive to the company’s goals. The company is also known to reward individual employees when they perform above expectations. 

This speaks highly of United’s company culture and reinforces the importance of team members in the overall operations. United Airlines also feels strongly about treating their employees with respect and allowing them to serve their customers. 

As the global leader in air travel, United Airlines can ensure a smooth flight experience by making passengers feel as though they are valued. United Airlines is currently engaged in a company-wide contest to reward all of its employees with $1,000 bonuses.

Fly above and beyond

Employees all across the organization strive to provide the best service possible. Employees of United Airlines value their customers above and beyond. They will go the extra mile in a pinch, as United Airlines will do as well. 

When they make a mistake, which they do not, they want to be held accountable for it. They want to be transparent and forthcoming with their customers.

How do a company’s values affect employees?

A company’s values are its most important asset. It’s what guides the decisions it makes and how it treats its employees. So, how do they affect those who work there? A company’s values can be good for those who work there if those values reflect the person’s own beliefs. 

They can also be bad for an employee if they don’t align with their beliefs. Values such as diversity may seem like a good idea on paper, but if an employee believes in unity and is given a job that doesn’t match that value, they might feel resentful and unappreciated. 

A company’s values are the moral guidelines that they use to guide their decisions. Everyone in the company needs to know what these values are. This helps them make better decisions when it comes to their job, how they work with other people, and the company itself.

The motto of the company

United Airlines was originally called United Aircraft and Transport Corporation, but the name was changed to United Airlines in 1961. The company’s current motto is “Fly the Friendly Skies”. They were trying to position themselves as a company that had more customer-friendly policies than other airlines at the time. 

United flies more international passengers than any other U.S. carrier and operates the world’s largest flight network to destinations across North America, Central America, South America, Europe, Africa, Asia, and Oceania. 

They operate three classes of service: Economy Plus (a premium economy), First Class (a luxury class of service), and Economy/Main Cabin (the most affordable).

Company’s current logo

The company’s current logo was introduced in February 2015. The new design features the red and blue “U” on a white shield or medal with black edges and a grey border framing it. One of the most recognizable aspects of the old logo was its blue U with red lettering and what appeared to be a yellow bolt of lightning zigzagging.


A mission statement, vision, and values are three important parts of any business. A mission statement is a reason the company exists, a vision is what the company is trying to achieve, and values are the guiding principles that the company stands by.

Each company has its values, but there are some commonalities. A company usually has a few core values that they base their mission statement and vision on. United Airlines’ values are honesty, integrity, quality, and safety.

United Airlines holds the ranks of the best airlines in the world and makes great efforts to provide a quality customer experience in every aspect. It should be the number one choice for travelers to purchase tickets and be their trusted source to save the best deals on airfare.

In the last ten years, the company has been through some major restructures that have led them to become more customer-focused and efficient.

Frequently asked questions

Question 1.) What does the company’s mission statement define?

Answer- A company’s mission statement defines the company culture.

Question 2.) What is United Airlines’ current motto?

Answer- The company’s current motto is “Fly the Friendly Skies”.

Question 3.) What do you mean by a vision statement?

Answer- A vision statement is a phrase that sums up the mission and goals of an organization.

United Airlines Mission Statement, Vision & Values Analysis 

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