What are Mission Vision & Core Values of Qunar.Com, Inc. Company?

What drives Qunar.Com, Inc. forward?

Qunar.Com, Inc. aligns product, data and user experience to simplify travel planning for China's mobile-first travelers. Its strategic pillars guide rapid AI adoption, post-pandemic recovery and investor confidence while competing in a fragmented OTA market.

Mission, vision and core values act as the company’s compass: defining purpose, shaping AI-enabled product roadmaps and ensuring consistency across growth, user trust and investor expectations. See Qunar.Com, Inc. Porter's Five Forces Analysis

Qunar's mission focuses on tech-driven accuracy and price transparency, aggregating data from over 600,000 hotels and 3,000 airlines to simplify travel decisions for price-sensitive and convenience-oriented users.

Innovation in Booking

Launched the Smart Booking Engine in 2024 using ML to predict fares, helping users save an average of 18% on high-speed rail and domestic flights.

Data Aggregation

Aggregates pricing and availability across multiple providers to deliver real-time comparisons and improve price transparency.

AI Customer Support

AI-driven bots handle 92% of standard inquiries, reducing support load and speeding resolutions.

Price Transparency

Focuses on multi-provider comparison to surface the best prices and clear fees for travelers.

Customer-Centric Design

Designs interfaces and features that prioritize convenience for mainland China and international users.

Data-Driven Strategy

Uses large-scale data aggregation to inform product decisions and improve booking accuracy and speed.

Qunar mission statement centers on innovation and customer focus, leveraging AI and aggregated data to deliver transparent, time-sensitive travel intelligence and savings to users globally; see the article Target Market of Qunar.Com, Inc. for related context.

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To become the global leader in travel search and booking by scaling mobile-first experiences, localized services, and tech innovation to simplify travel for everyone.

Global leadership

Position Qunar as a top global travel platform competing with Expedia and Booking.com.

Mobile-first

Maintain over 95% mobile transaction share to deliver seamless bookings.

R&D intensity

Keep investing in product and AI, with R&D at about 16% of revenue in H1 2025.

Outbound market focus

Leverage China’s outbound travel—165 million trips in 2024—to expand internationally.

Localization

Expand localized offerings across Southeast Asia and Europe to increase market penetration.

Customer empowerment

Make discovery and booking intuitive, fast, and trustworthy for diverse traveler segments.

The vision balances aspirational global reach with realistic metrics: mobile dominance, sustained 16% R&D spend, and growth driven by China’s large outbound tourism market.

See a concise company background in the Brief History of Qunar.Com, Inc.

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Qunar's core values guide product decisions, partner relations, and customer experience across its OTA operations, shaping a culture focused on reliability and rapid adaptation. These values support the company's mission and vision by aligning teams to measurable customer outcomes and market responsiveness.

Customer First

Every update begins with user feedback and data-driven sentiment analysis; in 2025 Qunar implemented a zero-friction refund policy for select hotels to boost loyalty and lifetime value.

Innovation

Generative AI and NLP power personalized itineraries and complex-query understanding in Qunar's 2025 interface, reducing search-to-book times and raising conversion rates.

Integrity

Price integrity is enforced via strict audits of third-party providers, transparent commission structures and verified reviews to prevent hidden fees and preserve brand trust.

Execution

High-agility teams launch localized packages and 24/7 multilingual support within 72 hours, as seen when Qunar capitalized on expanded visa-free travel windows in early 2025.

Read next: how mission and vision influence strategic decisions and priorities, including investments, product roadmaps and KPI targets across Qunar's Owners & Shareholders of Qunar.Com, Inc.

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The mission and vision shape strategic priorities, capital allocation, and market-entry choices across the company. They guide product roadmaps, partnerships, and KPIs to ensure long-term alignment with the firm's travel-focused goals.

Mission, Vision & Core Values — Snapshot

The statements orient decisions from market expansion to product bundling; values inform culture and customer-facing behavior.

• Mission emphasizes making travel simpler and more affordable for all
• Vision targets becoming a comprehensive travel platform with global reach
• Core values focus on customer-centricity, cost leadership, innovation, and local relevance
• Metrics-driven: NPS, user growth in lower-tier cities, average products per user

Customer-Centric Mission

The Qunar mission statement centers on simplifying travel decisions and providing comprehensive, price-transparent options for consumers.

Growth-Focused Vision

The Qunar vision statement portrays a platform aiming for broad market coverage, including international expansion and deeper penetration in Tier 3–4 Chinese cities.

Core Values in Practice

Core values drive decisions: prioritizing low fares, fast search performance, local partnerships, and iterative product testing.

Market Expansion Strategy

Qunar business strategy based on values led a 2024 initiative into Tier 3–4 cities, producing a 40 percent YoY rise in new users from those regions.

Partnerships & Pricing

In 2025, partnerships with international budget carriers reinforced the price-leader position and aligned with the mission of comprehensive information and low fares.

Measured Outcomes

Key outcomes include an NPS near 80 in early 2025 and average products per user rising from 1.8 to 2.4 over two years.

The mission and vision inform product, M&A, and partnership choices—read the next chapter on Core Improvements to Company's Mission and Vision to see proposed updates and metrics-driven changes.

Influence: The mission and vision statements are the primary drivers of Qunars business strategy, particularly its focus on lower-tier city penetration. Guided by the mission to make travel simpler for everyone, Qunar launched a 2024 initiative targeting Tier 3 and Tier 4 cities in China, resulting in a 40 percent year-over-year increase in new users from these regions. Strategic decisions, such as the acquisition of niche local travel technology firms, are directly filtered through the vision of becoming a comprehensive global platform. These guiding principles also influence market expansion and partnerships. For instance, Qunars 2025 partnership with international budget carriers was a strategic move to maintain its price-leader position, directly aligning with the mission of providing comprehensive information. Measurable success metrics include a Net Promoter Score that reached 80 in early 2025 and a steady increase in the average number of products purchased per user, which rose from 1.8 to 2.4 over the last two years. Leadership, including the CEO, frequently cites the mission in quarterly earnings calls to justify long-term investments in AI over short-term margin expansion. Revenue Streams & Business Model of Qunar.Com, Inc.

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Four core improvements can refine Qunar's mission and vision to better match 2025 market realities and user expectations. These changes focus on sustainability, AI-driven personalization, cultural engagement, and measurable ESG commitments.

Embed explicit sustainability and carbon-neutral goals

Include a clear pledge to achieve carbon-neutral travel options by 2035, align with international ESG frameworks, and report annual emissions metrics to satisfy investors and the 42 percent Gen Z user base seeking green travel.

Shift from search engine to AI-powered travel companion

Reframe the Qunar vision statement to emphasize continuous, personalized assistance using AI and real-time data, moving beyond transactional searches to curated end-to-end trip support and higher lifetime user value.

Integrate cultural exchange and local community impact

Broaden the mission to include promoting authentic cultural experiences and measurable local economic benefits, aligning Qunar company philosophy with responsible tourism and community partnerships.

Set quantifiable KPIs tied to core values and corporate culture

Define KPIs for customer satisfaction, sustainability, diversity and safety; publish an annual progress report to demonstrate Qunar business goals and corporate culture in action.

Improvements: While Qunars mission and vision are robust, there are opportunities for refinement to align with evolving global trends; explicitly include sustainability to meet ESG standards and Gen Z preferences (42 percent of active users). Transition the Qunar vision statement from a travel search engine to an AI-driven travel companion that supports curated experiences and real-time assistance, and expand the Qunar core values to emphasize cultural exchange and measurable impact; see Competitors Landscape of Qunar.Com, Inc. for context.