TUI Bundle
What drives TUI’s strategic direction?
For TUI, clear mission and vision statements steer capital allocation, culture, and risk management across its airlines, hotels, cruises and retail operations. In FY2024 TUI reported roughly €24bn revenue and shifted to a Frankfurt primary listing in 2024, underpinning recovery and growth.
TUI’s mission, vision and values guide product design, network planning, sustainability investments and guest experience—key in asset-heavy tourism. Read a focused competitive analysis: TUI Porter's Five Forces Analysis
Key Takeaways
- TUI centers on customer-first, integrated travel using owned assets and platform scale.
- Mission and vision prioritize reliable, differentiated experiences that build brand trust.
- Values embed responsibility and sustainability across operations and investments.
- Clear, measurable decarbonization and digital leadership targets will boost execution and investor confidence.
Mission: What is TUI Mission Statement?
Companys’s mission is 'to create unforgettable, trusted and sustainable travel experiences by integrating flights, hotels, cruises and excursions into one customer-centric platform.'
TUI mission statement centers on delivering special, trusted and sustainable holidays for leisure travellers and families via an integrated end-to-end platform that controls quality, cost and consistency across brands and markets.
Target customers
Primarily leisure travellers and families across Europe and global source markets; focus on convenience and value.
Product portfolio
Package holidays, dynamic packaging, flights, hotels/resorts, cruises and local experiences integrated across brands.
Unique value
End-to-end integration of distribution, airlines, hotels and cruises enables quality control, yield management and cost advantages.
Examples in practice
Proprietary hotel curation (TUI BLUE/ROBINSON/RIU) packaged with TUI airlines for differentiated offerings and yield control.
Digital customer focus
The TUI app centralises booking, check-in, transfers and excursions to simplify and personalise travel.
Sustainability & values
Corporate values embed responsible travel and sustainability goals across operations and supplier selection.
TUI’s orientation is customer-centric with operational excellence; in 2024 TUI reported group adjusted EBITDA recovery and served millions of customers leveraging its multi-brand, global platform — see Growth Strategy of TUI for details.
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Vision: What is TUI Vision Statement?
Companys’s vision is 'to be the leading, most trusted, and most sustainable integrated tourism platform, scaling profitable growth and delivering net-zero-aligned travel over time.'
TUI vision statement: Deliver platform-led, data-driven travel leadership across Europe, scaling profitable growth while driving decarbonization and sustainable experiences.
Platform leadership
Build a unified travel platform combining airlines, hotels and retail to increase direct bookings and ancillary revenue.
Data-driven personalization
Use customer data and AI to personalize offers, improving conversion and lifetime value.
Sustainability leadership
Align operations to net-zero targets, reduce emissions in aviation and hotels, and promote low-impact travel.
Market focus
Dominate core European source markets while expanding dynamic packaging and ancillary monetization.
Profitability
Drive margin recovery: post-2023 EBIT improvements support scaling investment in digitization and sustainability.
Integrated assets
Leverage owned hotels and carriers to control quality, costs and carbon footprint across the travel value chain.
Vision summary (under 300 chars): Lead European travel as a trusted, profitable, platform-first operator that personalizes experiences and achieves net-zero-aligned operations through digitization and decarbonization.
For detailed context on TUI mission statement, TUI core values and how the company links purpose to strategy see Mission, Vision & Core Values of TUI.
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Values: What is TUI Core Values Statement?
TUI's core values guide its customer-first, asset-backed approach to travel, blending safety, sustainability and memorable experiences across airlines, hotels, cruises and digital platforms. These values reflect TUI mission statement and TUI vision statement priorities for growth, decarbonization and service excellence.
Trusted
Emphasis on safety, reliability and transparent communications with robust contingency planning, ATOL-equivalent protections and consistent NPS monitoring to protect customers and maintain trust.
Unique
Differentiation through owned and JV assets (TUI BLUE, RIU, TUI Cruises/Marella) and exclusive destination content via TUI Musement, creating experiences competitors can’t easily match.
Inspiring & Responsible
Focus on memorable, curated experiences (excursions, family programming) alongside a sustainability agenda: fleet renewal, SAF pilots, hotel energy retrofits and Nature & Culture projects targeting net zero by 2050 and meaningful CO2 reductions by 2030.
Together & Entrepreneurial
Cross-business collaboration delivers seamless journeys via coordinated ops centres; data-driven revenue management, dynamic packaging and rapid iteration on TUI.com and the app drive commercial agility.
Read next: how TUI mission vision and values explained influence strategic decisions across operations, sustainability targets and product development — explore more in Target Market of TUI.
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How Mission & Vision Influence TUI Business?
Mission and vision statements shape strategic choices by defining long-term goals and customer promises, guiding investment, network planning and operational priorities. They translate corporate purpose into measurable targets that steer day-to-day decisions and capital allocation.
TUI mission statement, vision and values — concise
TUI’s mission and vision orient the group toward trusted, customer-centric travel with sustainability and digital enablement at its core.
- Mission: deliver seamless, high-quality travel experiences that prioritize customer trust and sustainability
- Vision: lead the future of responsible tourism through scale, integrated services and digital platforms
- Core values: customer focus, responsibility, innovation, teamwork
- Purpose: create memorable, sustainable holidays while improving returns for owners
Strategic alignment
Vision-to-strategy continuity has led TUI to prioritize vertical integration and digitization to capture higher-margin direct sales.
Operational decisions
Day-to-day values guide network planning, service recovery and guest communications to protect brand trust and NPS.
Capacity management
Capacity shifts to Mediterranean and Canary Islands in volatile periods protected load factors and margins in 2024–2025.
Revenue and bookings
FY2024 revenue was about €24bn, with double‑digit summer bookings and a rising direct-online mix supporting strategic aims.
Digital and product moves
Expansion of dynamic packaging and ancillaries in 2024–2025 highlights focus on higher-margin offers and improved guest choice.
Sustainability integration
Partnerships on SAF and more efficient aircraft deliveries support emission‑intensity reduction targets aligned with corporate sustainability goals.
Influence: Strategy alignment — the mission/vision drive 1) vertical integration leverage (expanding TUI BLUE/RIU capacity where demand and yields are strongest) and 2) digitization (migrating sales to direct channels with higher margins). Example decisions: expansion of dynamic packaging and ancillaries in 2024–2025; capacity shifts to Mediterranean and Canary Islands during geopolitical volatility to protect load factors and margin. Metrics: FY2024 revenue ~€24bn with double-digit summer bookings; rising direct-online mix and improving NPS underpin the ‘trusted’ and ‘customer-centric’ aims. Sustainability influence: SAF partnerships and more efficient aircraft deliveries support emission-intensity reduction targets, aligning with ‘responsible’ value. CEO Sebastian Ebel has emphasized integrated scale and digital enablement as core to resilient growth and guest experience, reinforcing vision-to-strategy continuity. Day-to-day, values guide network planning, service recovery, and guest communications; long-term they shape capex, hotel pipeline, and fleet strategy.
Read more on ownership context in Owners & Shareholders of TUI
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What Are Mission & Vision Improvements?
Four focused improvements can sharpen TUI's mission, vision and core values to meet 2025–2030 strategic realities. Each improvement pairs a concise purpose statement with measurable targets to improve accountability across sustainability, digital growth and customer outcomes.
Condense purpose into a single, memorable sentence
Replace multi-line mission language with one clear TUI mission statement sentence tied to three 2030 targets: customer satisfaction score, emissions intensity reduction, and digital sales share.
Attach explicit KPIs to the vision
Turn the TUI vision statement into a KPI-driven roadmap (e.g., % direct bookings, net-zero milestones, and employee engagement rates) to match leading peers and enable quarterly tracking.
Reference responsible aviation and nature-positive travel
Update corporate values to explicitly include SAF adoption, fleet-efficiency measures and nature-positive destination stewardship, aligning TUI sustainability goals with regulatory and market expectations.
Embed digital and personalization targets
Make AI-enabled personalization and platform leadership part of the TUI core values by setting concrete targets for direct digital sales share and app adoption to drive margins and customer lifetime value.
Improvements: Clarity: Condense purpose into a single, memorable sentence and pair it with 2–3 measurable 2030 targets (customer satisfaction, emissions intensity, digital mix) to sharpen accountability; Benchmark: leading peers tie vision to explicit KPIs (e.g., % direct bookings, net-zero milestones, employee engagement); Relevance: Explicitly reference responsible aviation (SAF, fleet efficiency), nature-positive destinations, and AI-enabled personalization to reflect current industry shifts; Refinements: 1) Add a quantified commitment to reduce package well-to-wake emissions intensity by 2030 vs 2019; 2) State a target for direct digital sales share and app adoption to support platform leadership. Read a concise company background: Brief History of TUI
- What is Brief History of TUI Company?
- What is Competitive Landscape of TUI Company?
- What is Growth Strategy and Future Prospects of TUI Company?
- How Does TUI Company Work?
- What is Sales and Marketing Strategy of TUI Company?
- Who Owns TUI Company?
- What is Customer Demographics and Target Market of TUI Company?
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