WTTC and Bain And Company Collaborate to Shape the Future of Travel And Tourism Worldwide

Published on November 24, 2025

By: Paramita Sarkar

The World Travel & Tourism Council (WTTC) has announced its new partnership with Bain & Company, a move that strengthens the Council’s network of leading organizations supporting the development of the global Travel & Tourism sector. This collaboration promises to enhance the Council’s strategic initiatives and help shape the future of the travel industry.

Who Is Bain & Company?
Bain & Company, a renowned global management consulting firm, has been a key advisor to top businesses across various industries, including Travel & Tourism, for decades. The firm is known for its rigorous analytical approach and deep sector expertise, providing advice to airlines, hotels, cruise lines, rental operators, and travel platforms. Bain & Company’s involvement in the Travel and Tourism value chain spans a wide range of services, from customer insight and digital transformation to performance improvement and long-term strategy development.

What Does This Partnership Mean for WTTC?
By joining WTTC as an Industry Partner, Bain & Company brings valuable experience that will aid in the Council’s efforts to support a more resilient, competitive, and sustainable Travel & Tourism sector. The partnership focuses on advancing evidence-based strategies, contributing to key policy initiatives, and facilitating strategic dialogues that will help the sector navigate emerging challenges and capitalize on new opportunities.

This collaboration comes at a time when the Travel & Tourism industry faces increasing complexity due to shifting consumer behavior, technological advancements, and a rapidly changing global marketplace. As part of this partnership, Bain & Company will assist in strengthening the sector’s ability to adapt to these shifts while promoting long-term growth and sustainability for businesses and destinations worldwide.

Where Will This Partnership Have an Impact?
The WTTC and Bain & Company partnership will have a global reach, impacting various travel markets across the world. Bain’s extensive global presence, with offices in 67 cities across 40 countries, will play a crucial role in advising businesses on how to stay competitive in the increasingly dynamic and complex travel industry. The partnership aims to support the travel sector in diverse regions, including North America, Europe, Asia, and emerging markets in Africa and Latin America.

Bain & Company’s expertise will be particularly valuable in assisting companies in understanding emerging traveler behaviors, enhancing their commercial decision-making processes, and adapting to changes in demand and operating models. With the travel landscape undergoing continuous transformation, businesses are under pressure to innovate and stay ahead of the curve. This partnership seeks to provide those solutions.

Why Is This Partnership Important for the Travel Industry?
The global travel industry is in a state of flux, as new technologies and shifting consumer expectations drive change. Insight agility and evidence-based strategies are now more critical than ever for businesses trying to maintain competitiveness and resilience. The collaboration between WTTC and Bain & Company reflects the urgency of addressing these challenges and finding sustainable solutions that foster long-term growth.

Bain & Company’s deep experience in customer insight, performance improvement, and experience design, combined with its extensive work in digital and technological transformation, will provide WTTC with the tools needed to tackle some of the biggest challenges facing the travel industry today. With a focus on improving the customer experience and strengthening commercial strategies, this partnership will help the sector not only survive but thrive.

When Will We See the Results of This Partnership?
The immediate outcomes of this collaboration will be reflected in the strategic dialogues, policy programs, and evidence-based initiatives that the WTTC and Bain & Company will roll out in the coming months. As part of their ongoing work together, Bain & Company will help guide efforts aimed at promoting sustainable travel and ensuring that the industry continues to provide economic and social value to communities and travelers alike.

Bain & Company’s involvement in the WTTC’s programs will also contribute to ongoing research and analysis on key issues facing the industry, such as the impact of climate change, post-pandemic recovery, and the digital transformation of the sector. These efforts will unfold over the next several years, with milestones expected at key WTTC events and forums around the world.

How Will This Benefit the Travel & Tourism Sector?
The partnership between WTTC and Bain & Company will ultimately benefit the entire Travel & Tourism sector by creating actionable strategies for companies to better understand and respond to shifting consumer dynamics. By leveraging Bain’s data-driven insights, WTTC will be better positioned to drive positive changes across the industry, encouraging innovation and resilience.

Bain & Company’s work will help businesses across the travel sector—from airlines and cruise lines to hotels and travel agencies—strengthen their strategies, adapt to new market conditions, and deliver exceptional experiences for travelers. This, in turn, will support the broader economic impact of the travel and tourism industry, which continues to be one of the world’s largest and fastest-growing sectors.

Conclusion
The partnership between WTTC and Bain & Company marks a significant milestone in the ongoing evolution of the global Travel & Tourism industry. With Bain’s unmatched expertise and WTTC’s influential role as an advocate for the sector, this collaboration is set to play a pivotal role in shaping the future of travel. The alignment of strategic vision and practical insight will help companies in the sector address current challenges, drive innovation, and ensure sustainable growth for years to come. As the world of travel continues to change, this partnership will be crucial in shaping the industry’s path forward.