Why Collaboration Is the Future of Travel & Tourism
Relationship-driven collaboration is no longer sufficient for success in today's group travel dynamic
Let’s be honest — collaboration isn’t exactly a new concept in the travel and tourism world. It’s practically woven into the DNA of how this industry works. Bus operators team up with hotels. Attractions sync with destinations. Universities lean on shuttle providers. It’s all interconnected — always has been.
But here’s the thing: the pace of change is speeding up. Technology is jumping ahead quickly. Travelers expect smooth, almost magical experiences. And the challenges we all face — from workforce shortages to sustainability pressures — are just too big to handle alone.
So while that informal, relationship-driven kind of collaboration has served us well for decades, it’s no longer sufficient. The next era of travel and tourism will demand something more structured, deliberate, and frankly, more ambitious.
Why We Need to Level Up
In the past, collaboration often happened in hallways — literally. You’d bump into someone at a trade show, brainstorm over coffee, maybe help each other out during a breakdown or when business hit a bump. It was informal, organic, and built on trust.
That spirit? Still valuable. But the challenges ahead — they’re bigger and more entangled than ever:
- Rapid tech evolution
- Complex electrification and infrastructure needs
- Industry-wide staffing shortages
- Travelers wanting frictionless, tech-enabled journeys
- Growing pressure around safety, sustainability, and multi-agency coordination
These aren’t problems that only hotels, or only transportation companies, or only attractions can solve. They hit everyone — at once. That’s why structured collaboration isn’t just a nice-to-have anymore. It’s mission-critical.
The Good News? It’s Already Happening
Across the industry, you can already see the shift.
Operators and hotel managers are sharing booking data to forecast demand more accurately. DMOs are involving tourism providers early to streamline group travel logistics. Attractions are partnering with transportation companies to enhance guest experiences, especially for those with accessibility needs. And vendors? They’re collaborating closely with the people who actually use their solutions.
Even more inspiring is how younger leaders are stepping into the space — creating peer networks that transcend traditional boundaries, sharing resources, ideas, and even succession strategies. It’s collaboration, but on a different level.
This Is How the Next Generation Thinks
For emerging leaders in this industry, collaboration isn’t something you have to teach. It’s already ingrained in their way of working. They expect transparency and value access to shared knowledge. They’re comfortable with real-time communication and cross-team problem-solving.
In their world, collaboration isn’t exceptional — it’s the standard. Which means if your organization isn’t already leaning into this mindset, you’re not just behind. You’re becoming irrelevant.
The Ripple Effect of True Collaboration
When we work together — really work together — the impact is massive.
Innovation accelerates. Advocacy becomes louder and more unified. The traveler’s journey feels more connected, more intuitive. Staffing gaps are easier to bridge. Destinations thrive, not because one sector pulls ahead, but because all the moving parts are aligned and communicating.
And when disruptions hit — and they will — we’re not scrambling. We’re responding with resilience, as one unified ecosystem.
So, What Now?
This next era won’t be shaped by individual sectors doing their own thing. It’ll be defined by how well we connect, share, and build together.
The good news? We don’t need to reinvent the wheel. That collaborative spirit we’ve always had? It’s still here. Now, we just need to scale it — make it intentional, structured, and continuous.
Because the future belongs to those who:
- Plan side-by-side
- Share openly
- Learn across sectors
- Support emerging leaders
- And build together with purpose
In short? Collaboration isn’t just part of our culture anymore. It’s our strategy.
Jen Stanley is a member of the Next Era Leadership Council leadership committee and Vice President of Sales & Customer Experience at the Fullington Auto Bus Company.
