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Delta Airlines Mission and Vision Statement Analysis

Delta Airlines Mission and Vision Statement Analysis

Delta Air Lines, also known as Delta, has stated its mission as “We—Delta’s employees, customers, and community partners together form a force for positive local and global change, dedicated to bettering standards of living and the environment where we and our customers live and work.”

The company website reflects this statement, by showcasing the company’s overall values.

Let’s follow up with the Delta Airlines Mission and Vision Statement Analysis and find out why they are so successful.

delta airlines mission and vision statement analysis

Table of Contents

1 Introduction And Company History

2 Vision

3 Core Values

  • Sustainability
  • Happy workforce
  • Customer Service
  • In the air and on the ground

4 Slogan

5 References

Introduction And Company History

Delta Air Lines started as Huff Daland Dusters, Inc. in 1925. Their mission was to be the world’s first aerial crop dusters, in the fight against the boll weevil infestation of cotton crops. The company was founded in Georgia but moved to Louisiana that same year.

In 1928, the company was acquired by a group of investors, and C.E. Woolman was appointed as the CEO of the newly named Delta Air Service. Domestic passenger flight operations began by mid-1929, flight paths extended to more parts of the country within the year.

Touch ‘n go for a while there…

Unfortunately, an airmail contract was awarded to a competing airline by October 1930, and some of the Delta assets were bought out. Woolman gathered more investors to buy the crop-dusting assets back, and Delta Air Corporation was established by the end of 1930.

In 1934, they secured an airmail contract and traded under the name Delta Air Lines – the very name that is still used today, although the official name change occurred in 1945. Their headquarters moved to Atlanta and have stayed put as well. The company contributed heavily to the war efforts, from modifying aircraft to training pilots and mechanics.

No more crop dusting…

The company launched a freight transportation schedule and continued building brand loyalty within the country before its first international route in 1953. In 1959, Delta was the first airline to fly the Douglas DC-8, and in 1960, the Convair 880 jets. In an attempt to stay competitive, they innovated the Deltamatic computerized reservation system in the heyday of the IBM 7070 series.

Woolman passed away, and crop dusting came to an end in 1966. It is not clear if his passing was the direct cause, but it seems as though it is a fitting end to an era. Charles H. Dolson was appointed the new C.E.O.

Welcome frequent flyers!

In the 1970s, Delta acquired a competing airline and had a fleet of jets. They were able to secure a trans-Atlantic flight in the late 1970s and started a frequent flyer program in 1981 to promote loyalty among customers.

By 1987, Delta expanded again by acquiring yet another airline and started trans-Pacific flights to Tokyo. In their quest to remain the first to have access to the latest tech, they again were the first to fly the MD-11 jets. In 1991, they obtained all of the trans-Atlantic flight paths that were once awarded to Pan Am, and the Delta Shuttle across the Atlantic was born.

One hundred million passengers in a year…

Delta was the first airline to transport 100 million passengers in a calendar year, in 1996. Celebrating this achievement, they expanded their routes to Latin America. Delta launched a low-cost carrier called Song in 2003.

The company faced immense challenges in the coming years, filing for bankruptcy in 2005. It is unclear what the cause was, as citing “fuel costs” seemed too easy. Nevertheless, it fought its way out to prevent a hostile takeover and managed to get back on the New York Stock Exchange by 2007.

Upgrade to first class?

By some miracle, the company bounced back, and they acquired yet another airline in 2008. Northwest Airlines operated on their given name for a while longer but joined under the Delta name by the end of 2009. By the end of January 2010, the two companies had integrated completely, and reservation systems were amalgamated as one.

The company announced a $2 billion investment in improving its services and the “customer experience,” taking first-class flights to the next level. Shortly after, another $1.2 billion was invested into expanding their flights and renovating its facilities.

Mobile luggage tracking!

In 2011, Delta was the first airline to integrate mobile luggage tracking with an app and minimized fuel costs by acquiring its own oil refinery for jet-fuel production during 2012.

The company’s remarkable recovery from near bankruptcy to record profits leads them to the acquisition of 49% shares in Virgin Atlantic. This was a notable feat as it landed them in the view of Fortune 500’s most admirable companies.

Delta goes Oriental…

Delta went on to purchase stakes in China Eastern to expand their presence in Asian markets. By 2016, the company pays the largest profit share in history to its employees, a whopping $1.6 billion. The company continues to acquire stakes in more companies, establishing a transborder partnership with Aeromexico – this is seen as a key point in history. Soon after, another partnership deal is signed in South Korea.

As the Pandemic rolled in, Delta cut their flight capacity across the Pacific by 65%, and other destinations across the planet saw a decrease of 5%-20%. The company took immediate action by taking advantage of a drop in the fuel prices and deferred $2 billion to cover expenses and delay retrenchments.

delta airlines mission and the vision statement analysis

They’ll recover in the end!

They remained as proactive as possible to keep their metal birds up while maintaining more than “100 layers of protection” – this included electrostatic sprayers, in February 2020, when the pandemic was still in its early stages. They kept strong protocols in place, longer than any other US airline, and partnered with health and sanitation companies.

Despite a downturn in flights, the company remained at the forefront and recently introduced Wi-Fi to its customers. It is said that Delta set the standard for airlines across the globe during the pandemic. The company saw major losses in 2020 and 2021, but it is generally accepted that the company will recover quicker than most of its competition.

Name Delta Air Lines, Inc. (Known as Delta)
Industries served Transportation
Geographic areas served Worldwide
Headquarters Atlanta
Current CEO (2023) Edward H. Bastian
Revenue $ 29.9 Billion (Fortune 500, 2021)
Profit $ 280 Million (Fortune 500, 2021)
Employees 74 000 (Fortune 500, 2021)


Delta Airlines’ webpage explains that their strategy “is centered on lowering our carbon footprint, driving forward a diverse workforce that values equity and inclusion, and living these values in the communities where we live, work, and serve.”

However, the commonly accepted vision statement is known as “To be the World’s Most Trusted Airline.”

Core Values

As beforementioned, Delta was the only airline to make the Fortune list of best places to work for. This is, at its core, the root of the company’s values, from which the rest stems.


The company committed to carbon neutrality in 2020 to combat climate change. This means that the company vowed to remove just as much CO2 as it adds to the atmosphere every year. They are actively working on sustainable, alternative fuel sources, reducing waste, and working on environmental projects. Despite the pandemic, Delta has committed $1 Billion to this endeavor.

Happy workforce

The company currently has over 74,000 employees. Their diverse workforce is as invested in Delta as Delta is invested in them, as employees are responsible for the praises on workforce culture.

Customer Service

Delta aims to offer the lowest fare available, keep customers informed of anything that may hinder their journey, accommodate those with disabilities, and have efficient responses to any complaints. There are protocols in place to curb human trafficking and to ensure the safety of unaccompanied minors.

the delta airlines mission and the vision statement analysis

In the air and on the ground

“Bringing people together is what we do,” Delta announces this proudly, as time and money are dedicated to enriching the communities of their employees and customers.


The Delta slogan has changed over the years. “Delta Is Ready When You Are!” is known to be used since the 60s in various campaigns; however, in recent years, it is known as “Keep Climbing.”

Why Not Become A Flight Attendant?

Let’s help you take to the skies with our top selection of handbooks to start your career path! Just take a look at the Is a Flight Attendant Career Right for You? to see if it’s the right direction for you. Next, we have the 101 Questions and Answers for the Cabin Crew Interview, along with The Complete Flight Attendant Interview Work Book, and the excellent The Ultimate Guide To Becoming A Flight Attendant.

We highly recommend The Flight Attendant Survival Guide and the Fly Girl’s Guide: How to Become a Flight Attendant, also available online today. But you might want to read up on Can A Felon Become A Flight Attendant as well as Does The TSA Run Background Checks on our website before moving forward.

Now it’s time to see your options with my Delta Air Lines Application and Delta Interview Questions of course, or my Ethiad Airways Application, Emirates Application, or my US Airways Application, as well as my Hawaiin Airlines Application, my Qatar Airways Application, and my United Airlines Application in 2023.

Final Thoughts

In 2017, the company featured as the only airline on Fortune 500’s list of best companies to work for, achieving praise for its progressive work culture as rated by employees.

Delta is focused on bringing every person the best flying experience as well as making sure its employees are taken care of too. Their diverse workforce is as invested in Delta as Delta is invested in them!

Good luck with your new career at Delta Airlines!


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