What are Mission Vision & Core Values of TUI Company?

TUI's mission is fundamentally customer-centric. The company focuses on offering a wide array of holiday options, catering to diverse preferences and budgets. This includes packaged holidays, which have seen a resurgence in popularity, alongside an expanding portfolio of hotels, cruise offerings, and digital platforms. In 2024, TUI reported a 19% increase in bookings compared to the previous year, demonstrating strong customer demand.

The expansion of TUI's hotel portfolio and cruise offerings is a key element of its mission. This diversification allows TUI to offer a wider range of products and services across various destinations, enhancing its appeal to a broader customer base. TUI's cruise segment saw a 25% increase in revenue in the last financial year, reflecting the success of this strategic direction.

A critical aspect of TUI's mission is its commitment to sustainability. This involves reducing its environmental footprint and promoting responsible tourism practices. TUI aims to reduce its carbon emissions by 27.5% by 2030, demonstrating a tangible commitment to environmental stewardship. Furthermore, TUI is investing in sustainable aviation fuels (SAF) to reduce its carbon emissions.

TUI's mission extends beyond commercial goals to include the positive socio-economic impact of tourism in destinations. This involves supporting local communities and contributing to their economic development. TUI invests in local projects and initiatives to ensure that tourism benefits the destinations and their residents. For example, TUI’s foundation supports various projects aimed at improving education and environmental conservation in destinations, allocating over €10 million annually.

The development of digital platforms is integral to TUI's mission. This focus on digital transformation enhances customer experience and operational efficiency. TUI's online bookings now account for over 60% of its total bookings, highlighting the success of its digital strategy. The company continues to invest in innovative technologies to enhance the customer journey and streamline operations.

TUI's mission is not solely focused on profit; it integrates customer satisfaction, sustainability, and positive community impact. This integrated approach is a key differentiator, reflecting a commitment to responsible tourism. This holistic approach is further detailed in the Growth Strategy of TUI, which outlines the company's plans for sustainable growth and market leadership.

The core of TUI's vision revolves around transforming into a global tourism platform. This signifies a shift from a traditional travel company to a digitally-driven ecosystem. This platform approach aims to integrate various aspects of the travel experience, from booking and planning to in-destination activities, creating a seamless customer journey. This is a key element of the overall Competitors Landscape of TUI.

TUI's vision explicitly includes a commitment to leading the way in sustainable tourism. This reflects a growing industry trend and increasing consumer demand for responsible travel. The company is actively working on reducing its environmental impact, promoting social responsibility, and contributing to the economic well-being of local communities.

TUI's vision is underpinned by the goal of achieving profitable growth. This is pursued by maximizing customer lifetime value (CLTV), which means focusing on building long-term relationships with customers. The company aims to achieve this through personalized experiences, loyalty programs, and continuous improvement of its services. TUI's strategy is designed to increase customer loyalty and repeat business.

TUI intends to capitalize on synergies across its integrated business model. This involves streamlining operations, sharing resources, and creating efficiencies across various segments, including hotels, cruises, and airlines. By optimizing these synergies, TUI aims to improve profitability and enhance its competitive advantage. The company's integrated approach is a key differentiator.

Digital transformation is central to TUI's vision. The company is investing heavily in technology to improve the customer experience, streamline operations, and gain a competitive edge. This includes developing advanced booking platforms, personalized recommendations, and innovative in-destination services. TUI's commitment to digital innovation is essential for achieving its vision.

TUI's vision strikes a balance between realism and aspiration. The company's strong financial performance in 2024, with significant revenue and underlying EBIT increases, demonstrates the feasibility of its goals. Positive booking trends for 2025 further support this. However, the vision also pushes TUI to innovate and lead in a dynamic industry.

TUI's vision of providing differentiated content and growing in profitable areas is evident in its strategic focus on expanding the 'Holiday Experiences' segment. This includes significant investments in Hotels & Resorts and Cruises, reflecting a commitment to offering unique and high-value travel experiences.

The transformation into a global tourism platform company is a key strategic initiative, driven by the vision of leveraging digital technologies to enhance customer experience and expand globally. This involves continuous improvements to the TUI app and an increased focus on digital sales channels.

Sustainability, a core element of TUI's vision and TUI company values, significantly influences its strategic direction. The company has set ambitious emission reduction targets for its airlines, cruises, and hotels, and is actively investing in more sustainable practices. This commitment not only addresses environmental concerns but also caters to the growing demand for eco-conscious travel, a key aspect of its long-term vision.

TUI's strong financial performance in 2024 serves as a measurable indicator of the alignment between its mission, vision, and strategic execution. The company reported a 12% increase in revenue to €23.2 billion and a 33% increase in underlying EBIT to €1.3 billion. Customer numbers also rose by 7% to 20.3 million in 2024, demonstrating the effectiveness of its strategic initiatives.

CEO Sebastian Ebel has emphasized that TUI's focus on operational excellence and ongoing transformation will continue to drive significant growth. This commitment to continuous improvement is directly linked to the company's mission and vision, ensuring that TUI goals are consistently pursued.

To further understand how TUI tailors its offerings to meet the needs of its customers, it's insightful to examine the company's Target Market of TUI. This analysis provides context on how TUI's mission and vision are translated into specific products and services designed to resonate with its target audience.

CEO Sebastian Ebel consistently emphasizes operational excellence, profitable growth, and sustainability, which reinforces the company's mission and vision. Leadership's commitment ensures that strategic priorities are integrated into daily operations and decision-making processes.

TUI effectively communicates its mission, vision, and core values to stakeholders through various channels, including official reports, investor presentations, and its corporate website. The clear communication of its sustainability agenda is an important part of its overall strategy.

TUI demonstrates its commitment to its core values through concrete actions. Investments in sustainable initiatives, such as solar parks and waste reduction programs, showcase a commitment to environmental responsibility. The TUI Care Foundation exemplifies its dedication to positive socio-economic impact.

TUI employs formal programs to ensure alignment with its mission and vision. Its sustainability agenda, with defined building blocks, provides a framework for environmental and social commitments. Training programs, like the Generative AI training for 30,000 employees in FY24, support digital transformation goals.