What are Mission Vision & Core Values of Dufry Company?

What are the Mission, Vision, and Core Values of Avolta?

Mission and vision statements, along with core values, are fundamental strategic pillars for any successful business. They provide a clear sense of purpose and direction, guiding all operations. These statements articulate an organization's ultimate aspirations and the ethical framework within which it operates, influencing every decision from product development to market expansion.

Avolta, formerly known as Dufry, holds a dominant position in the global travel retail and food & beverage industry. As of 2024, Avolta maintained a significant 20.3% share in the global airport retail market, with revenue increasing by 12.2% to $8.7 billion. For Avolta, their mission, vision, and values are essential for guiding business decisions and driving their 'Destination 2027' strategy. Learn more about their strategic position in the Dufry BCG Matrix.

Avolta's mission focuses on enhancing the traveler's journey, making it as fulfilling as the destination itself. This involves providing a diverse range of retail and food & beverage options across global travel channels, aiming to create memorable and seamless experiences for customers worldwide. The company operates in over 75 countries with 5,500 points of sale.

Customer-Centric Focus

The Dufry mission statement emphasizes traveler satisfaction, aiming to enhance their journey experience.

Diverse Offerings

Avolta provides a broad variety of retail and F&B propositions, including duty-free and duty-paid shops.

Global Reach

The company operates in over 75 countries with 5,500 points of sale, covering various travel channels.

Integrated Experience

The integration of Autogrill in July 2023 unified travel retail and F&B, creating a seamless experience.

Innovation in Retail

Experiential retail strategies, like the JFK Terminal 6 store, aim to create unique shopping environments.

Digital Engagement

Avolta focuses on digital engagement and hybrid concepts to enhance the overall travel experience.

Avolta's ongoing mission is to bring a smile to the lips of every traveler, making every journey as rewarding as the destination. This Dufry mission statement clearly identifies travelers as the target customers, aiming to enhance their overall journey. The products and services offered span a broad variety of retail and F&B propositions, including duty-free and duty-paid shops with diverse product portfolios such as perfumes & cosmetics, food & confectionery, wine & spirits, tobacco, fashion, and accessories, alongside a growing F&B segment through the Autogrill merger. The market scope is global, encompassing operations in over 75 countries and 5,500 points of sale across various travel channels like airports, motorways, cruises, and railway stations. Avolta's unique value proposition is to create a 'Travel Experience Revolution' by combining retail and F&B to offer seamless and personalized experiences, both in physical stores and digitally. For example, the integration of the Autogrill business, finalized in July 2023, is a direct reflection of this mission, unifying travel retail and F&B to provide a broader set of products and experiences. Another example is the development of experiential retail strategies, such as the new duty-free store at JFK Airport's Terminal 6, which will span nearly 1,700 m² and include a Prohibition-style speakeasy, designed to create unique shopping experiences for travelers. The Dufry corporate mission is highly customer-centric, focusing on traveler needs and happiness, and innovation-focused, as it emphasizes digital engagement and new hybrid concepts to enhance the travel experience. For more insights, explore the Mission, Vision & Core Values of Dufry.

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Avolta's vision aims to redefine the travel experience by integrating retail and food and beverage offerings globally. This forward-looking vision seeks to make the traveler's journey as rewarding as their destination. The company's 'Destination 2027' strategy supports this, targeting an annual turnover growth of +5% to +7% from 2025 to 2027.

Visionary Leadership

Avolta's vision, a key aspect of Dufry vision, focuses on leading the travel experience revolution. This involves transforming how travelers interact with retail and F&B services.

Global Scope

The company's ambition is global, aiming to disrupt the industry by creating a seamless, end-to-end experience for travelers worldwide, reflecting the Dufry company vision and mission explained.

Strategic Growth

Avolta's 'Destination 2027' strategy targets annual turnover growth of +5% to +7% from 2025-2027, driven by passenger acquisition and spend per passenger.

Financial Performance

In 2024, Avolta reported a turnover of CHF 13,725 million with 6.3% organic growth, and a CORE EBITDA margin of 9.4%, demonstrating strong financial health.

H1 2025 Results

For H1 2025, Avolta's CORE turnover reached CHF 6,613 million, showing +7.1% growth at constant exchange rates, with a CORE EBITDA margin of 9.3%.

Market Diversification

The company's strategic focus includes geographical diversification, emphasizing the resilient US market and a dedicated strategy for Asia Pacific, reinforcing its global impact ambitions.

Avolta's vision, central to Dufry vision, is distinctly future-oriented, aiming to redefine the entire travel experience by integrating retail and F&B offerings. Its scope is global, aspiring to disrupt the industry by creating a seamless, end-to-end experience for travelers worldwide. Avolta's ambition for market leadership is evident in its 'Destination 2027' strategy, which seeks to generate annual turnover growth of +5% to +7% in 2025-2027 for the combined company, driven by passenger acquisition, spend per passenger, and net new concessions. This Dufry vision for the future of travel retail appears realistic yet aspirational, supported by the company's strong financial performance in 2024, reporting a turnover of CHF 13,725 million and an organic growth of 6.3%, with CORE EBITDA margin of 9.4%. In H1 2025, Avolta reported CORE turnover of CHF 6,613 million, representing growth of +7.1% at constant exchange rates, and a CORE EBITDA margin of 9.3%. The company's strategic focus on geographical diversification, with a strong emphasis on the resilient US market and a dedicated strategy for Asia Pacific, further underpins the realism of its global impact ambitions. For more insights into the market, explore the Competitors Landscape of Dufry.

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The Dufry core values, now under the Avolta brand, are fundamental to its operations and strategic direction. These values guide the company's interactions with customers, employees, and partners, shaping its corporate culture and business practices. Avolta's core principles, which drive everything they do as a brand, are Brave, Collaborative, Passionate, and Inclusive.

Brave

Avolta embodies bravery by being forward-thinking, innovative, and disruptive, leading the industry into new territories. This is evident in their adoption of technologies like augmented reality and AI-based recommendations to enhance customer engagement, as seen in their 2024 initiatives.

Collaborative

Avolta is collaborative by working as 'One Team' globally, uniting to achieve common goals. The 2023 merger with Autogrill and subsequent rebranding aimed to unify cultures and foster increased collaboration among employees, leading to a more streamlined global operation.

Passionate

Avolta is passionate about service and keen to exceed expectations, driving customized offerings and experiential elements for travelers. This passion is reflected in their focus on providing an exceptional customer experience, contributing to their reported customer satisfaction rates of over 85% in 2024.

Inclusive

Avolta is committed to building an inclusive and culturally sensitive workplace, valuing unique characteristics and experiences. This commitment extends to adapting product assortments to diverse customer preferences and ensuring local relevance, reflecting their presence in over 75 countries as of 2024.

These Dufry core values, now under the Avolta brand, are integral to its identity and operational success. To understand how these values translate into strategic decisions, explore the Growth Strategy of Dufry and how its mission and vision influence the company's future direction.

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A company's mission and vision are foundational elements that steer its strategic decisions, providing a clear direction for growth and operational focus.

These guiding principles ensure that every initiative aligns with the overarching goals, from market expansion to customer engagement.

Avolta's Strategic Compass: Mission, Vision, and 'Destination 2027'

Avolta's mission and vision are deeply integrated with its 'Destination 2027' strategy, aiming to redefine the traveler experience by prioritizing customers and enhancing their journey through a comprehensive retail and F&B offering.

• The acquisition of Autogrill exemplifies this, expanding the company's reach into food and beverage to create a unified travel experience.
• This strategic diversification is reflected in the H1 2023 net sales breakdown: 38% duty-free, 31% duty-paid, and 31% F&B.
• A key strategic focus includes diversifying geographical presence, with significant attention on the US market and Asia Pacific.
• The company reported a 8.9% revenue growth in 2024, reaching CHF 13,725 million in turnover, with a CORE EBITDA margin of 9.4%.

Mission in Action: Enhancing the Traveler Journey

Avolta's mission is to innovate the traveler-centered experience with enhanced digital engagement, as stated by CEO Xavier Rossinyol.

Vision for the Future: A Unified Travel Ecosystem

The company's vision is to be the leading global travel experience partner, offering a seamless blend of retail, food, and beverage services.

Core Values Driving Operations: Customer Centricity and Loyalty

The Club Avolta loyalty program, with over 13 million members by H1 2025, demonstrates a core value of customer centricity, as loyalty members spend 3x more than non-members.

Financial Targets: Sustainable Growth and Profitability

Long-term planning includes targets of annual turnover growth between 5% and 7% from 2025-2027, and annual CORE EBITDA margin improvements of 30 to 40 basis points.

Strategic Alignment: Market Diversification

The company's strategy includes diversifying its geographical presence, focusing on markets like the US and Asia Pacific to mitigate regional economic risks.

Performance Metrics: H1 2025 Highlights

In H1 2025, CORE turnover increased by 7.1% (at constant exchange rates), with organic growth at 5.7%. CORE EBITDA rose by 7.7% year-on-year to CHF 612 million, maintaining a margin of 9.3%.

Avolta's mission and vision directly influence strategic decisions, shaping its approach to market expansion, customer engagement, and operational improvements, as seen in its financial performance and strategic initiatives. Explore the Revenue Streams & Business Model of Dufry to understand its operational framework.

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Enhancing the traveler experience remains central to the company's mission and vision, with a strategic focus on integrating retail and food and beverage offerings. These statements effectively communicate a commitment to enriching the journey for every traveler.

Elevating Sustainability Prominence in Vision Statement

To further resonate with environmentally conscious travelers, the vision statement could explicitly include a commitment to sustainability leadership. This would align with growing consumer demand for eco-friendly practices and reflect the company's strategic pillar of 'Destination 2027'.

Integrating Local Culture into Mission Statement

The mission statement could be refined to more directly emphasize the celebration of local cultures and products. This would enhance the unique selling proposition by offering travelers more authentic and localized experiences, differentiating from generic offerings.

Strengthening ESG Commitment in Core Values

While ESG principles are integrated into operations, explicitly highlighting them within the core values would underscore their importance. This aligns with industry best practices and the expectations of a diverse customer base, including younger, eco-aware demographics.

Proactive Adaptation to Evolving Consumer Behavior

Refining the mission and vision to proactively address emerging trends, such as the demand for personalized experiences through AI and a preference for sustainable products, ensures future resilience. This forward-looking approach is crucial for maintaining relevance in the dynamic travel retail sector.

The company's mission is centered on delivering exceptional travel experiences through a seamless integration of retail, food, and beverage services. Its vision is to be the leading global travel retail partner, enhancing the journey for millions of travelers worldwide. The core values emphasize a customer-centric approach, a commitment to excellence, integrity, and fostering a culture of innovation and collaboration. These principles guide the company's operations and strategic decisions, aiming to create value for all stakeholders, including Owners & Shareholders of Dufry. In 2023, the company reported a revenue of CHF 10.1 billion, demonstrating significant market presence and operational scale.