United Airlines Mission statement & Vision Statement 2023: A Thorough Breakdown

united airlines mission statement vision statement

United Airlines started its journey as Varney Airlines (VAL) in 1926 by Walter Varney in Boise, Idaho. VAL was the first-ever airline to transport mail over the air and was the pioneer privately contracted airmail flight.

In 1929, Willian Boeing, founder of Boeing Air Transport, merged forces with the company Pratt and Whitney to form the United Aircraft and Transportation Corporation, better known as UATC. The merged business then went on to secure considerable shares in many subsidiaries and later formed the United Air Line, Inc. on March 28, 1931.

As of July 2020, United Airlines’ market share is at a stance at 13.9% securing the fourth position in the global airlines market share. With over 90,000 employees working together to drive leadership through diversity, United Airlines reportedly generated 31.7 billion dollars in revenue following four quarters

Company NameUnited Airlines
Incorporated In1931

Mission Statement

The United Airlines mission statement is as follows: “At United, we define diversity as the range of differences that make individuals unique, including ability, age, ethnicity, gender identification, race, sexual orientation, religious belief, and veteran’s status. Inclusion is how we leverage these differences to form a genuine community and expand business opportunities.

Our approach is treating diversity and inclusion like a core leadership competency, taking diversity well beyond compliance. The goal is for leaders to create a culture where acceptance and appreciation of everyone is the norm and each employee is comfortable bringing their full selves to work. Our mission 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.”

Mission Statement Analysis

As gigantic as it may seem, United Airlines’ mission is well thought-out and very elaborate. There are three key factors that are highlighted in this mission statement:

  • empowering diversity in order to accelerate business
  • inclusive work environment
  • improving lives and creating positive customer relations
See also  Lululemon Mission Statement & Vision statement 2023

The airline company has a very diverse range of employees which include people of all walks of life into the spectrum. Individuals of color, ethnicity, religious beliefs, sexual orientations, physical and mental capabilities, veterans, different ages, gender identification, and especially women are largely the reason behind the success story of United Airlines.

In 2019, they had won yet another year of “DiversityInc Top 50” title for their outstanding success in paving their way to glory by utilizing the proper talent regardless of who and what they are. By celebrating and appreciating all cultures and differences, United Airlines have created a work environment where every employee feels comfortable and equally valued for their contribution.

As indicated by countless stories retold my passengers or even members of the United Airlines team, it is evident that people who have worked with them or used their services have all had positive experiences. The healthy relationships within the operations are the result of creating amicable experiences for their customers as well. Thus, United Airlines is always able to stay on the top.

Vision Statement

United Airlines’ vision statement is, “Through our Diversity and Inclusion strategy, we find innovative and effective solutions to engage employees from diverse backgrounds and cultures in taking our flyer-friendly service around the globe. We are driving 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
  • customers value our inclusive approach to delivering flyer-friendly service”

Vision Statement Analysis

Firstly, United Airlines was quick to recognize the importance of appreciating and accepting varying cultures and backgrounds from the very get-go. Since they have people all around the world with different back-stories and upbringing using their services, the company was quick to adopt new cultures by hiring people from all walks of life to abridge the gap that separates its customers from them.

See also  IKEA Mission and Vision Statement Analysis

Secondly, United Airlines always ensures that its employees feel comfortable in their identities and feels like an active member of the team. After all, it is the hard work of these individuals that United Airlines has to credit for all their success.

Thirdly, it ensures that business leaders and others who use their services see this as a beneficial factor in accelerating business and thus, attain worldwide popularity. People will feel more welcome and veiled as most of them struggling in their own identities can relate to the glittering faces working hard at the company and see that they are just as much part of the community as any other. This will build commendable rapport among the mass.

Frequently Asked Questions

1. What Sort Of Cultural Events Does United Airlines Offer?

Answer: United Airlines appreciation and acceptance of all cultures and backgrounds. It has hosted events for the women’s march, the LGBTQ community, celebrated hispanic, asian, and pacific islander heritage months, etc.

Final Words

United Airlines is the fourth largest airline company in the industry, trailing behind American Airlines, Delta Airlines, and Southwest Airlines. With the core values of “diversity and inclusion, fly right, fly friendly, fly together, and fly above and beyond,” the airline always ensures each and every member in the community feels safe and valued.

Because these values are well ingrained to its core, United Airlines is able to maintain a brand positioning that always welcomes customers with open arms. It promises to connect people all over the world as it flies to many destinations. It allows everyone who uses their services or works to provide the services feel like an important part of the United family.

See also  HP Mission Statement & Vision Statement With Core Values


1. United Hub. 2020. Diversity-Inclusion-Fact-Sheet. [online] Available at: https://hub.united.com/diversity-inclusion-fact-sheet/#:~:text=United%20believes%20that%20the%20rich,its%20customers%20around%20the%20globe

2. En.wikipedia.org. 2020. United Airlines. [online] Available at: https://en.wikipedia.org/wiki/United_Airlines

3. United Hub. 2020. United Airlines Named A Top Company For Diversity. [online] Available at: https://hub.united.com/united-top-company-for-diversity-2636713876.html

More Resources:

1. Walt Disney: Analysis of Mission & Vision Statement

2. Starbucks: Analysis of Mission & Vision Statement

3. PepsiCo: Analysis of Mission & Vision Statement

4. Walmart: mission and vision statement Analysis

5. IBM: Mission and Vision Statement Analysis

6. Goldman Sachs: Mission and Vision Statement Analysis

7. Ford: An Inspiring Analysis of Ford Motors mission and Vision Statement

8. Airbnb Mission and Vision Statement Analysis

Was this article helpful?
Scroll to Top