What are Mission Vision & Core Values of Deutsche Lufthansa Company?

What drives Deutsche Lufthansa AG’s strategic purpose?

Deutsche Lufthansa AG anchors its group strategy in mission and vision statements that guide fleet investment, network planning, and service standards across premium and point-to-point brands. The 2024 group revenue was about 35.4 billion euros with over 96,000 employees, informing unified goals across subsidiaries.

These statements steer capital allocation, fleet modernization, and customer experience to reach an Adjusted EBIT margin target of 8 percent by the mid-2020s, aligning Swiss, Austrian and Brussels Airlines under one purpose. See Deutsche Lufthansa Porter's Five Forces Analysis

Lufthansa’s mission focuses on global connectivity, reliability and economic support via an extensive network of over 300 destinations in 100 countries, dual hubs in Frankfurt and Munich, and integrated air-rail and cargo solutions.

Network Reach

Operates flights to more than 300 destinations across 100 countries, enabling broad global connectivity.

Dual-Hub Strategy

Frankfurt and Munich hubs optimize passenger flows and network density to serve business and leisure markets efficiently.

Cargo and Supply Chains

Lufthansa Cargo’s investment in Boeing 777F freighters strengthens critical global supply chains and trade connectivity.

Intermodal Integration

Express Rail links air and rail travel to improve regional access and reduce travel times within key markets.

Customer Focus

Targets high-yield business travelers, international tourists and logistics partners with tailored service offerings.

Sustainability Goals

Commits to fleet renewal and SAF adoption as part of long-term decarbonization aligned with industry targets through 2030–2050.

Lufthansa’s mission—'Connecting People, Cultures and Economies'—is realized through network scale, dual hubs, cargo investments and intermodal services, reflecting the Deutsche Lufthansa mission statement and guiding principles; see Owners & Shareholders of Deutsche Lufthansa

To be the first choice for our customers, employees, shareholders and partners — leading aviation through service excellence, digital transformation and sustainable growth, backed by the Allegris cabin investment and disciplined financial targets.

Customer Centricity

Focus on premium service and innovation to become the preferred airline for travelers.

Employee Commitment

Investing in talent — over 13,000 hires in 2024 to sustain operations and growth.

Shareholder Value

Targeting ROCE above cost of capital to ensure disciplined returns and profitability.

Sustainability

Aligning with the Green Transformation to reduce emissions and decarbonize operations.

Digital Transformation

Scaling digital products and processes to drive efficiency and customer experience.

Product Investment

Allegris cabin program: €2.5 billion for new premium interiors by 2025.

Vision focuses on market leadership across service, profitability and sustainability, leveraging Allegris and digital change from a position as Europe’s largest airline group by revenue.

Related reading: Brief History of Deutsche Lufthansa

Lufthansa's core values shape its corporate culture and operational standards, guiding decisions from fleet investment to customer experience. These principles—reliability, innovation, responsibility and customer orientation—anchor the group's strategy and public commitments.

Reliability

Reliability drives safety, punctuality and technical excellence across the group; Lufthansa Technik serves about 800 customers worldwide, underpinning operational trust.

Innovation

Innovation appears in digital initiatives and new business models like Compensaid and biometric boarding, plus the Lufthansa Innovation Hub accelerating tech and service improvements.

Responsibility

Responsibility covers ESG targets: net CO2 emissions are targeted to be halved by 2030 versus 2019 and neutral by 2050, supported by SAF procurement and fuel-efficient aircraft.

Customer Orientation

Customer orientation focuses on personalized service (Allegris, Miles & More) and data-driven loyalty offerings to retain premium travelers and differentiate the brand.

Explore how the Lufthansa mission statement and vision statement shape strategic choices, investments and sustainability targets in the next chapter; read on to see practical impacts on fleet, network and customer experience. Target Market of Deutsche Lufthansa

Lufthansa operates under clear values that define its corporate culture and operational standards: reliability, innovation, responsibility and customer orientation.

The mission and vision guide Deutsche Lufthansa’s strategic decisions by setting priorities for fleet, sustainability and market expansion; they translate into concrete investments and performance targets that shape operational choices. Clear statements on purpose and future position help align investments, partnerships and metrics across the group.

Mission, Vision & Core Values — At a Glance

The mission focuses on connecting people and economies reliably; the vision targets leadership in efficiency, customer preference and sustainability.

• Mission: connect people, economies and cultures through reliable air transport
• Vision: be the first choice for customers and shareholders with sustainable, efficient operations
• Core values: safety, customer orientation, reliability, innovation and sustainability
• Strategy driver: informs fleet, alliances and financial targets under Strategy 2024+

Fleet Modernization

Orders for 40 Boeing 737-8 MAX and 40 Airbus A220-300 (2023–2024) reflect the mission to connect efficiently and the vision to improve fuel efficiency.

Market Expansion

Acquisition of a 41 percent stake in ITA Airways strengthened access to the Italian market and aligns with the vision of global leadership.

Alliances

Participation in Star Alliance extends global reach, reinforcing the mission to connect passengers worldwide.

Financial Targets

Adjusted EBIT margin reached 7.6 percent in 2023; liquidity corridor target maintained at €8–10 billion.

Leadership Messaging

CEO Carsten Spohr emphasizes connecting leading economies as central to operational decision-making.

Sustainability Roadmap

'Destination Sustainability' guides long-term planning to meet emission and sustainability targets across the group.

The mission and vision shape fleet orders, acquisitions and alliance strategy, with measurable outcomes like a 7.6% Adjusted EBIT margin (2023) and an €8–10bn liquidity corridor; read the next chapter: Core Improvements to Company's Mission and Vision — Mission, Vision & Core Values of Deutsche Lufthansa

Four targeted improvements can sharpen Deutsche Lufthansa's mission and vision to match today’s digital expectations and sustainability imperatives, boosting competitive positioning and future-proofing strategy. Each suggestion ties to measurable outcomes and aligns with Lufthansa core values and guiding principles.

Embed 'Seamless Digital Connectivity' into the Mission

Explicitly add 'Seamless Digital Connectivity' to the Deutsche Lufthansa mission statement to prioritize mobile-first experiences, in-flight connectivity and integrated apps, aiming to increase digital NPS by 15–25% within three years.

Make Zero-Emission Leadership a Core Vision Pillar

Refine the Lufthansa vision statement to commit to 'leading the transition to zero-emission flight', aligning targets with industry pledges to reach net-zero by 2050 and accelerating SAF and hydrogen adoption across the fleet.

Quantify Customer-Centric Metrics in the Mission

Incorporate measurable customer KPIs into the Lufthansa company purpose—e.g., reduce connection times by 10–20% and improve on-time performance by 5%—to operationalize Lufthansa guiding principles and enhance service delivery.

Highlight Circular Economy and Innovation Partnerships

State a vision commitment to the circular economy and R&D partnerships for eVTOL and hydrogen propulsion, targeting pilot commercial routes by the late 2020s and capturing early regional market share in emerging mobility segments.

Improvements: While Lufthansa’s mission and vision are robust, they could be strengthened by explicitly addressing a digital-first mindset to match competitors and Gen Z/Millennial expectations; adding 'Seamless Digital Connectivity' would clarify the Lufthansa mission statement and drive mobile-first adoption. The vision should also state leadership in the circular economy—e.g., 'To lead the transition to zero-emission flight'—to reflect commitments to SAF, hydrogen and eVTOL technologies and position Lufthansa vision statement for the future of air travel. See additional context in Revenue Streams & Business Model of Deutsche Lufthansa for how strategic objectives align with revenue and operational priorities.