As the travel industry slowly awakens from the pandemic-induced slumber, airlines, hotel chains, and cruise lines face a highly uncertain and volatile future in which the past is unlikely prologue. Jason Guggenheim, BCG’s global leader of travel and tourism, explains that these companies can sharpen their ability to sense subtle shifts in demand. Will business travel, for example, ever fully return? Leaders in the industry, especially airline and cruise line executives, are facing mounting calls to forcefully address climate change.

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