What are Mission Vision & Core Values of All Nippon Airways Company?

What drives All Nippon Airways’ strategy and identity?

ANA’s mission and vision provide strategic direction, aligning safety, service excellence, and growth. As Japan’s largest airline by revenue, ANA leverages these principles to guide post-pandemic recovery and international expansion.

ANA’s mission emphasizes safe, reliable air transport and hospitality; its vision targets sustainable global connectivity and innovation. Core values focus on safety, customer-first service, teamwork, and environmental responsibility, shaping decisions from route planning to fleet investment. All Nippon Airways Porter's Five Forces Analysis

Built on security and trust, ANA focuses on safety-first operations, customer and societal satisfaction, and maximizing corporate value through sustainable growth and efficiency.

Safety as Foundation

Safety underpins all operations; 2024–2025 investments prioritized advanced maintenance tech and pilot training to sustain a near-zero accident rate.

Customer & Society Satisfaction

ANA pursues service excellence across premium and budget segments while committing to societal goals like a 10% CO2 reduction by 2030 via SAF.

Value Maximization

Multi-brand network and fleet optimization aim for an operating profit margin target near 10% for FY2025.

Environmental Commitment

ANA Future Promise focuses on SAF adoption and efficiency measures to lower carbon intensity and meet regulatory expectations.

Stakeholder Trust

Explicit emphasis on 'security and trust' differentiates ANA in safety-critical aviation markets and supports long-term stakeholder confidence.

Corporate Philosophy

ANA’s corporate philosophy echoes Sanpo-yoshi—benefiting customers, society, and the company—guiding decisions and strategy.

Mission summary: safety-first, customer & societal satisfaction, and maximizing corporate value through sustainable, profit-driven operations.

Brief History of All Nippon Airways

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ANA vision statement: 'Uniting the world in wonder' — to transform global connectivity into memorable, seamless experiences while expanding into Mobility-as-a-Service and sustainable aviation.

Strategic Scope

Positions ANA beyond transport toward a global travel and logistics hub supporting MaaS and new mobility partnerships.

Innovation Focus

Investing in AI personalization, seamless digital check-in, and eVTOL trials with Joby Aviation to enhance customer experience.

Fleet Modernization

Mid-2025 actions include integrating more fuel-efficient Boeing 787s and preparing for the Boeing 777-9 to lower emissions and costs.

Market Position

Leverages dominant trans-Pacific and intra-Asia routes to scale services and capture value across travel ecosystems.

Sustainability Goal

Targets fleet efficiency and SAF adoption to meet industry decarbonization trends and regulatory expectations.

Customer Promise

Commitment to service quality and 'wonder' through consistent customer-centric policies aligned with ANA values and purpose.

ANA’s vision unites global connectivity with emotional, service-led experiences while enabling expansion into MaaS and sustainable mobility.

For more context see Growth Strategy of All Nippon Airways

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The All Nippon Airways core values guide behavior across the ANA Group, emphasizing safety, customer care, social contribution and teamwork to support over 45,000 employees and sustain high operational reliability. These principles shape product innovation, ESG commitments and daily operations.

Safety and Anzen: Safety is the absolute priority, empowering every employee to halt operations if needed and using predictive AI in maintenance to support high dispatch reliability.

Customer Orientation (Omotenashi)

ANA embeds Japanese hospitality into service design — from 'The Room' and 'The Suite' to personalized digital experiences via the ANA app, improving passenger satisfaction and loyalty.

Social Contribution

ANA treats itself as a public utility, leading ESG efforts like the ANA Carbon Offset Program and targeting net-zero emissions by 2050, while investing in regional development.

Teamwork

Cross-functional training and recognition programs such as the ANA's Way Awards foster collaboration essential for complex launches like Air Japan in 2024.

Challenge & Innovation

ANA pursues bold initiatives — SAF procurement, metaverse experiments like ANA GranWhale, and diversification into non-aviation businesses to drive future growth.

Read the next chapter to see how the All Nippon Airways mission and ANA vision statement influence strategic decisions, fleet planning and ESG targets; also explore related financial and operational implications in Revenue Streams & Business Model of All Nippon Airways.

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Mission and vision shape ANA’s strategic choices by aligning daily operations and long-term investments with a clear purpose; they guide fleet renewals, partnerships, and brand segmentation to meet customer needs and societal expectations. These guiding statements drive metrics and initiatives that translate philosophy into measurable performance.

Mission, Vision & Core Values — Snapshot

Concise framing of why ANA exists, where it aims to go, and the principles that steer decisions.

• Mission: Create value for customers and society by connecting people and economies safely and reliably.
• Vision: Unite the world through mobility, innovation, and sustainable growth.
• Core values: Safety, Customer-centricity, Teamwork, Integrity, Innovation, Sustainability.
• Links strategy to measurable outcomes such as profitability, network reach, and ESG targets.

Strategic Alignment

Mission and vision underpin the 2023-2025 Medium-Term Management Plan and daily operational priorities.

Multi-Brand Model

ANA, Air Japan and Peach target different segments to 'create value for customers and society' while optimizing assets and crew.

Financial Outcomes

The group recorded 208 billion yen operating income in FY ending March 2025, a record high reflecting strategic execution.

Partnerships & JV

Focus on 'security and trust' guided deeper joint-venture cooperation with United and Lufthansa to strengthen global connectivity.

Workforce & Training

Vision-driven investments in pilot academies and training address shortages and maintain service standards.

Sustainability Actions

Commitment to SAF supply chains and fleet renewal aligns with environmental components of ANA corporate philosophy.

The mission and vision keep ANA’s operations and long-term plans synchronized, driving brand strategy, partnerships, workforce development and sustainability—read the next chapter on Core Improvements to Company's Mission and Vision to see precise action steps and targets.

Influence: The mission and vision statements are the primary drivers of ANA’s 2023-2025 Medium-Term Management Plan; adopting a multi-brand approach with ANA, Air Japan and Peach creates options across price points while optimizing fleet and crew, contributing to a 208 billion yen operating income in FY Mar 2025. Focus on 'security and trust' deepened JVs with United and Lufthansa; 'Uniting the World' guided investments in pilot training and SAF supply chains. CEO Koji Shibata emphasizes growth via people and technology, aligning service refinements and fleet renewal with global leadership goals. Read more in Mission, Vision & Core Values of All Nippon Airways

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Four targeted improvements can make All Nippon Airways' mission and vision more future-ready and market-aligned, focusing on technology, sustainability, brand clarity, and measurable outcomes. Each improvement below links to operational realities and 2025 industry trends to reinforce ANA's strategic direction.

Embed technological leadership and digital autonomy

Revise the All Nippon Airways mission to explicitly include 'innovation' and 'digital autonomy' to reflect investments in DX, AI logistics, and biometric travel—areas where ANA has been piloting projects and benchmarking against peers like Delta; this aligns the ANA vision statement with 2025 tech expectations.

Elevate sustainability to the vision level

Incorporate 'sustainable' or 'responsible' connectivity into the vision to signal stronger ESG commitment, complementing the ANA Future Promise and responding to increased investor and passenger demand for carbon reduction and SAF adoption.

Clarify multi-brand purpose within the corporate mission

Articulate how ANA, Air Japan, and Peach together serve 'societal satisfaction' with distinct value propositions, reducing brand overlap and reinforcing ANA corporate philosophy across premium, regional, and low-cost segments.

Introduce measurable, time-bound strategic targets

Add explicit KPIs—such as 30% reduction in CO2 per ASK by 2030, 80% biometric-enabled passenger flow by 2027, and annual digital revenue growth targets—to make the mission actionable and trackable.

Improvements While ANA’s mission and vision are robust, there are areas where they could be refined to better reflect the evolving landscape of 2025. Compared to competitors like Delta Air Lines, which emphasizes 'connecting the world' with a heavy focus on digital innovation, or Singapore Airlines, which focuses on 'world-class excellence,' ANA’s mission statement is somewhat traditional in its phrasing; a growth opportunity exists in more explicitly integrating 'innovation' or 'digital autonomy' into the mission, since the industry is moving toward biometric travel and AI-managed logistics and explicitly stating a commitment to technological leadership would better align with the company's current investments in DX (Digital Transformation). Additionally, as sustainability becomes a non-negotiable factor for modern travelers and investors, ANA could strengthen its vision by incorporating a more direct reference to 'sustainable' or 'responsible' connectivity; while the ANA Future Promise covers this operationally, elevating sustainability to the vision level would signal a more profound commitment to the ESG-conscious market. Another refinement could involve the brand identity of the multi-brand strategy; the mission could more clearly articulate how the different brands (ANA, Air Japan, Peach) collectively serve the 'satisfaction of society,' ensuring that the value proposition of each brand is distinct yet unified under the group’s core purpose. See additional context on ownership and stakeholders in Owners & Shareholders of All Nippon Airways