As the aviation industry turns the page after the difficult times of the pandemic the transition to low-carbon transport and decarbonization of air travel has started. We are fully aware of the impact that aviation has on the environment and the climate, and we take responsibility by running our day-to-day operations in a sustainable way. For a small island country in the middle of the Atlantic, that depends on air transport for social and economic activities, our contribution as the leading hub carrier is significant.
Our strategy outlines a clear vision, which is to bring the spirit of Iceland to the world, focusing on being a small and dynamic airline in a highly competitive market. In 2022, Icelandair reviewed and developed its strategy further by establishing the guiding principles that represent the key to successful decision-making and resource allocation. The aim was to make the strategy clearer and easier to communicate.
These changes ensure a more direct strategy which integrates employee feedback for a better alignment with daily operations. New projects were defined, and initiatives created where we continuously act to protect the planet and our people. Our employees are the heartbeat of the company, they strive for the best in often quite complicated circumstances to ensure safety and meet customer expectations. One of the three guiding principles of the strategy is:
Embracing our people and the planet – which underlines that all decisions should be made with full consideration given to the Company's responsibilities towards its people, the wider community and the environment.