THL leaders demand strategic depth and holistic value from technology and consulting partners

The HFS survey data indicates that as customer experience (CX) has become a critical battleground for competitive advantage, travel, hospitality, and logistics (THL) leaders increasingly prioritize using consulting and technology services. They favor providers that can seamlessly deliver both strategic depth and operational impact.

Service providers must provide both strategic engagement and execution: A staggering 94% of THL respondents agree that consulting services are pivotal in advancing process and operational development. This showcases that enterprise leaders are cautious about relying on traditional outsourcing models for strategic tasks as they move beyond operational cost savings. They no longer treat consulting and outsourcing providers as simple service vendors tasked with executing narrowly defined tasks. Instead, they view these providers as holistic transformation partners deeply involved in shaping strategic outcomes, aligning with business goals, and driving meaningful innovation.

Holistic value proposition: Leaders seek consulting partners that understand the interconnectedness of operations, CX, and digital transformation to drive comprehensive value. Enterprise leaders now demand partnerships beyond operational efficiency, seeking collaborators that can co-create value, influence strategic direction, and accelerate their journey toward sustainable growth and competitive advantage. Partners must address enterprise-wide outcomes with their consulting services, not just incremental process improvements.

Demand for expertise in CX strategies: Enterprises are pressured to deliver personalized and seamless experiences. That’s why they increasingly seek partners with integrated skill sets—balancing technological depth (e.g., data analytics, AI) with an understanding of business processes. Consequently, enterprises are urging outsourcing providers to invest in capabilities such as advanced analytics, AI-driven automation, and CX design expertise.

The Bottom Line: THL leaders must seek trusted strategic advisors to thrive in the modern THL landscape.

Enterprises should no longer see third-party providers as merely a supplementary service and take advantage of these partnerships as core strategic enablers. Leaders must look at how partners are upskilling their teams, deepening industry-specific expertise, and presenting a more consultative, value-driven engagement model to drive more value from their partnerships.