What are Mission Vision & Core Values of TUI Company?

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What are the Mission, Vision, and Core Values of TUI?

Mission and vision statements are foundational pillars for any thriving business, articulating its core purpose and future aspirations. They are strategic blueprints that guide decision-making, foster corporate culture, and communicate an organization's identity. TUI Group, a leading tourism group, operates globally across the entire tourism value chain.

In an industry with evolving consumer preferences and demands for sustainable practices, TUI's mission, vision, and values are crucial for navigating market dynamics and shaping corporate identity. These principles direct strategic investments and customer engagement, especially with projected EBIT growth of 9-11% for FY2025. For a deeper dive into external factors, consider the TUI PESTEL Analysis.

The TUI mission statement, 'TUI creates the moments that make life richer,' highlights its focus on enriching customer lives through travel. This TUI company mission statement targets individuals and groups seeking leisure experiences globally, offering package holidays, flights, hotel stays, and cruises. The unique value proposition of TUI is delivering unforgettable moments and enhancing well-being through travel.

Customer-Centric Focus

TUI's mission is deeply customer-centric, aiming to maximize customer lifetime value.

Integrated Ecosystem

The company facilitates a full product suite offering and cross-selling across its integrated ecosystem.

Digital Sales Growth

Investment in the TUI app aims for further growth in digital sales, enhancing tailored journeys.

Personalized Travel

The TUI Tours platform, launched in May 2025 in Germany, enables seamless personalization of multi-day trips.

Enhanced Customer Experience

These initiatives improve customer experience, aligning with the TUI mission vision values.

Diverse Offerings

TUI expands its offerings to meet diverse customer needs and deepen travel experiences.

This TUI brand purpose is profoundly customer-centric, aiming to maximize customer lifetime value by facilitating a full product suite offering and cross-selling across its integrated ecosystem. For example, TUI's investment in its app, targeting further growth in digital sales, reflects its commitment to creating tailored journeys and improving customer experience, aligning directly with the mission of enriching lives through accessible and personalized travel. Furthermore, the launch of the TUI Tours platform in May 2025 in Germany, enabling customers to seamlessly personalize multi-day trips, exemplifies how TUI is expanding its offerings to meet diverse customer needs and deepen their travel experiences. For more details on the company's structure, refer to Owners & Shareholders of TUI.

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This vision guides TUI's strategic direction, emphasizing continuous improvement and leadership in the global tourism sector. It encompasses the delivery of high-quality, differentiated products across its integrated services, from flights to hotels and cruises. The focus is on enhancing customer choice and flexibility, aiming for market leadership through superior holiday experiences. This vision is supported by TUI's robust financial performance, with revenue reaching €23.2 billion in FY2024.

Customer Focus

TUI prioritizes understanding and meeting customer needs to deliver exceptional holiday experiences.

Innovation Driven

The company embraces new technologies, including AI, to enhance service delivery and operational efficiency.

Sustainability Commitment

TUI integrates sustainable practices into its operations, aiming for a positive impact on destinations and communities.

Global Leadership

TUI strives to maintain its position as a leading global tourism group through strategic growth and market presence.

Employee Empowerment

Investing in employee training, such as Generative AI for 30,000 employees, fosters a skilled and adaptable workforce.

Operational Excellence

Focus on efficient operations and strong financial performance, with underlying EBIT increasing 33% in FY2024.

TUI's 'North Star' goal, 'Excellence in Leisure Experiences,' articulates a future-oriented vision that emphasizes continuous improvement and leadership within the tourism sector. This TUI vision for the future encompasses TUI's broad range of products and its ownership of the end-to-end customer journey, indicating a commitment to quality across all integrated services. Its scope is global, aiming for market leadership by delivering differentiated products and increasing customer choice and flexibility. The vision appears realistic yet aspirational, supported by TUI's strong financial performance in FY2024, with revenue climbing 12% to €23.2 billion and underlying EBIT increasing 33% to €1.3 billion, demonstrating robust operational improvement and consumer demand. TUI's strategic roadmap, including its focus on transforming the Markets + Airline business and delivering sustainable growth in Holiday Experiences, provides a credible path to achieving this TUI company mission statement. The company's commitment to innovation, including the embrace of Artificial Intelligence (AI) and training approximately 30,000 employees in Generative AI in FY2024, further reinforces its capability to drive excellence and adapt to future market demands. For more insights into how TUI generates its revenue, explore the Revenue Streams & Business Model of TUI.

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The TUI core values are fundamental to its brand identity and operational strategy, guiding its approach to customers, employees, and the broader market. These principles define the TUI company culture and influence every aspect of its business, from product development to customer service.

TUI's core values are Trusted, Unique, and Inspiring. These values underpin the company's culture and guide its interactions with customers, colleagues, and partners.

Trusted

This value signifies reliability, integrity, and a commitment to delivering on promises, especially pertinent in the travel industry. TUI's long-standing reputation for providing comprehensive package holidays reflects this value, fostering a sense of security and ease for customers. In corporate culture, it promotes accountability and transparency, contributing to a high employee engagement score of 80 out of 100 in their FY24 TUIgether+ survey. This trust extends to investors, with net debt reduced to €1.6 billion in FY2024 and further projected to €1.9 billion by June 2025.

Unique

This value highlights TUI's differentiated product offering and its integrated business model. It manifests in product development through unique hotel concepts like TUI BLUE and exclusive cruise experiences, such as the launch of Mein Schiff 7 in 2024. TUI aims to provide personalized marketing and tailored journeys, leveraging a single customer database to enhance cross-selling and upselling opportunities. This uniqueness is also reflected in their strategic focus on 'asset-right' growth in differentiated content within their Holiday Experiences segment.

Inspiring

This value speaks to TUI's role in creating memorable moments and fostering positive impacts. It manifests in customer relations by consistently striving to offer unforgettable service and encouraging carefree exploration. In corporate culture, it is evident in TUI's commitment to employee growth and development, with 35,000 hours of training on sustainability topics completed by TUI employees in 2024. It also extends to their sustainability agenda, which aims to expand the positive impacts of tourism worldwide and reduce environmental footprint, inspiring both customers and the industry towards more responsible travel.

Customer-Centricity

While not explicitly listed as a standalone core value, customer-centricity is deeply embedded within TUI's operational philosophy and is a direct outcome of its core values. The emphasis on being 'Trusted' ensures customer safety and reliability, while 'Unique' focuses on delivering tailored and differentiated experiences. 'Inspiring' drives the creation of memorable moments and exceptional service. This integrated approach ensures that customer needs and satisfaction remain at the forefront of TUI's strategic decisions and daily operations, reinforcing the TUI customer service values.

These TUI core values collectively differentiate the company from competitors by emphasizing a holistic approach to leisure, quality, and responsible tourism, thereby creating a unique corporate identity. To understand how these values position TUI within the market, explore the Competitors Landscape of TUI. Discover how TUI's mission and vision influence its strategic decisions in the next chapter.

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A company's mission and vision are foundational, shaping its strategic direction and influencing every decision made. These statements act as a compass, guiding the organization towards its long-term aspirations and defining its purpose in the market.

TUI's Mission, Vision, and Core Values

The overarching mission and vision statements of TUI are deeply integrated into its strategic business decisions, focusing on integration, differentiation, and profitable growth. The vision of 'Excellence in Leisure Experiences' steers strategic choices towards maximizing customer lifetime value and capitalizing on synergies across its varied business divisions.

• The 'Markets + Airline' transformation, initiated in September 2024, aims to enhance agility and cost-efficiency, directly aligning with growth targets.
• This transformation includes the development of a 'Global Curated Leisure Marketplace' to provide customers with more flexible and extensive product options.
• Continued investment in Hotels & Resorts and Cruises segments, which achieved record underlying EBIT in FY2024, with Cruises alone seeing a 59% surge to €374 million, reflects the strategy of 'asset-right, profitable growth in differentiated content'.
• Product development is further exemplified by the launch of new cruise ships, such as Mein Schiff 7 in 2024, with two more scheduled for launch in the next two years, bolstering their unique product offerings.

Strategic Influence: Growth and Efficiency

TUI's strategic decisions are heavily influenced by its mission and vision, as seen in the Markets + Airline transformation announced in September 2024. This initiative aims to improve agility and cost-efficiency, directly supporting the company's growth targets and its vision for 'Excellence in Leisure Experiences'.

Financial Performance Alignment

The company's focus on differentiated content, particularly in its Hotels & Resorts and Cruises segments, has yielded strong financial results. In FY2024, these segments delivered record underlying EBIT, with the Cruises division alone experiencing a 59% increase, reaching €374 million. This performance directly supports the strategic goal of 'asset-right, profitable growth'.

Product Innovation and Differentiation

The commitment to offering differentiated products is evident in the continuous investment in new cruise ships. The launch of Mein Schiff 7 in 2024, alongside two additional ships planned over the next two years, enhances TUI's unique product portfolio and aligns with its vision for superior leisure experiences.

Future Growth Outlook

Building on a strong FY2024, where underlying EBIT grew by 33%, TUI has raised its underlying EBIT guidance for FY2025 to a 9-11% year-on-year increase. CEO Sebastian Ebel highlighted the company's commitment to operational excellence and rapid implementation of earnings improvement measures, underscoring the direct link between stated goals and financial outcomes.

Operational Excellence and Sustainability

The mission and vision translate into tangible operational improvements, such as enhancing the TUI app for digital sales. Long-term planning also includes ambitious sustainability targets, such as achieving net-zero emissions by 2050, demonstrating how core principles influence daily operations and future strategy.

TUI's Strategic Alignment

TUI's mission and vision statements are clearly embedded in its overarching business strategy, which focuses on integration, differentiation, and profitable growth. This strategic alignment, as detailed in a Brief History of TUI, guides decisions towards maximizing customer value and achieving ambitious growth targets.

The mission and vision of TUI directly influence its strategic decisions, driving operational improvements and financial growth. Explore core improvements to TUI's mission and vision in the next chapter.

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Enhancing the TUI mission and vision involves a strategic focus on integrating advanced technological capabilities and deepening commitments to regenerative tourism. These adjustments aim to better reflect evolving market demands and solidify the company's leadership in a dynamic global travel landscape.

Integrate Advanced Technology into Vision Statement

Refining the vision to explicitly mention leveraging cutting-edge technologies beyond AI, such as blockchain for supply chain transparency or AR/VR for enhanced pre-trip experiences, would underscore a commitment to innovation. An evolved vision could be 'Excellence in Digitally-Enhanced Leisure Experiences,' highlighting continuous innovation as a core driver.

Emphasize Regenerative Tourism in Core Statements

Elevating the focus on regenerative tourism within the mission or vision, moving beyond environmental footprint reduction to active destination restoration, would signal a deeper commitment. This aligns with growing consumer demand for genuinely sustainable travel options.

Strengthen Specificity in Sustainability Commitments

While TUI's sustainability agenda is comprehensive, making its regenerative tourism goals more explicit in the mission or vision would provide greater clarity and impact. This would further differentiate the company in a competitive market increasingly focused on environmental and community well-being.

Align with Evolving Consumer Values

By incorporating these refinements, TUI can better position itself as a leader in adapting to changing consumer values and environmental concerns. This proactive approach ensures continued relevance and appeal in the evolving travel industry.

The TUI mission statement focuses on creating unforgettable holiday experiences for customers, emphasizing reliability, safety, and excellent service. The company's vision is to be the leading integrated tourism group, offering seamless and inspiring travel experiences worldwide. TUI's core values typically revolve around customer centricity, responsibility, and a passion for travel. These principles guide their operations and strategic decisions, aiming to deliver exceptional holidays while operating sustainably. Understanding the Mission, Vision & Core Values of TUI provides insight into the company's operational philosophy and long-term aspirations.

In 2024, the company continued to navigate a post-pandemic travel recovery, with a strong emphasis on digital transformation and sustainability initiatives. For instance, TUI Group reported a significant increase in revenue for the fiscal year 2023, reaching approximately €20.7 billion, a testament to the resilience and demand for travel services. Their commitment to sustainability is further evidenced by targets to reduce carbon emissions, aiming for a 10% reduction in direct emissions intensity by 2025 compared to 2019 levels.