Tourism Needs New Leaders to Lead a Global Record-Breaking Era

Sustainability is now a cornerstone of tourism strategy, with travellers increasingly seeking eco-conscious experiences that minimise environmental impact while supporting local communities. Environmental and socially responsible practices are becoming key differentiators for a growing cohort of travellers.

At the same time, AI, augmented reality, and virtual experiences are revolutionising destination selection and customer interactions. Mobile applications that personalise services are altering consumer expectations, while digital tourism is expanding beyond traditional models.

All this is evolving against a backdrop of rising experiential tourism and ‘bleisure’ travel, where professionals extend business trips for leisure experiences. This shift is influencing how companies design services and market their destinations, requiring leadership that can bridge traditional tourism with evolving consumer preferences.

The Rise of New Executive Roles

To navigate these shifts, the tourism industry is witnessing the emergence of new executive roles aimed at enhancing strategy, revenue management, and customer experience. Among the most in-demand positions are Chief Sustainability Officers (CSO), responsible for embedding sustainability across the value chain, and Chief Experience Officers (CXO), who focus on curating and enhancing guest interactions.

Additionally, digital transformation is prompting companies to appoint Chief Artificial Intelligence Officers (CAIO). These roles are crucial in managing AI-driven customer engagement, cybersecurity, and data privacy. 

The acceleration of digital transformation is also prompting companies outside the Online Travel Agent (OTA) space to significantly enhance their technological capabilities, enabling them to compete more effectively in the increasingly digital travel market.

Lifestyle-focused travel companies now include unique experiences such as safaris, while airlines are entering the packaged holiday market.

As a result of this diversification and growth, Revenue Management and Pricing Directors have become essential. Their expertise in sophisticated pricing strategies ensures profitability is maximised across accommodations, transportation, and entertainment sectors.

New Leadership Skills for a Transforming Industry

With evolving market dynamics, leadership requirements in tourism are shifting towards agility, adaptability, and a global outlook. Executives must possess a flexible mindset to navigate geopolitical changes, disruptive industry trends, and economic uncertainties.

Moreover, a renewed focus on internal client experience underscores the need for leaders who can foster employee engagement and development. The ability to attract digital talent to the tourism sector is another critical factor, as businesses seek professionals who can drive innovation in an increasingly technology-driven industry.

Attracting Top Talent in a Competitive Market

The competition for executive talent in tourism is intensifying, particularly in high-growth regions such as Asia, China, Latin America, and the Middle East. Companies are increasingly looking beyond local markets and leveraging international mobility programmes to attract the best candidates, regardless of geographical location.

Spain, home to some of the world’s most renowned hotel chains, continues to lead in employment within the tourism industry. However, emerging markets are aggressively vying for top talent, making it imperative for businesses to adopt strategic recruitment approaches. As international headhunters, Odgers Berndtson will play a crucial role in identifying and placing executives with the vision, expertise, and adaptability to lead in this new era of tourism.

As the industry faces an era of record-breaking travel, companies must ensure they have the right leadership in place to drive transformation and meet the evolving demands of modern travellers. Success in this landscape depends on securing leaders who are not only adept at managing change but also at pioneering innovation in sustainability, digitalisation, and customer experience.

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