"To become recognized worldwide by our customers, shareholders, and employees as the best airline in the world."

We will focus our energy on performing services that are consistent with our mission by de-centralizing authority, empowering employees, exceeding customers' expectations, and continually improving by providing on-going education. To assist with our mission, we will focus on the following guiding principles:

• Safety will not be compromised
• Be customer driven, both externally and internally
• Develop the attitude that conformance to customer expectations has top priority
• Understand that improvement includes everyone in all parts of the organization
• Bring all employees into the decision making process
• Trust people and their ability to contribute to the mission
• Place emphasis on prevention and problem solving work
• Treat each other with dignity and respect