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Caroline Tufft

Senior PartnerLondon

Advises global consumer-facing companies on delivering growth across strategy, operating model, and culture

Caroline is a Senior Partner in McKinsey's London office and is the global co-leader of McKinsey's Travel practice.

She is a trusted advisor to clients across the travel, tourism, hospitality, retail, and consumer packaged goods sectors. With a specialized focus on strategy and growth, Caroline has a deep and nuanced understanding of the challenges and opportunities faced by B2C organizations today.

Examples of her recent client work include the following:

  • Developed the tourism growth strategy for a destination in the Middle East, shaping the strategy, operating model and culture change required to deliver
  • Spearheaded growth strategy for a global hotel chain, pinpointing responses to evolving consumer preferences and heightened competition, while uncovering avenues for revenue growth and diversification
  • Delivered a step-change in growth for an international online travel agency by realigning its offerings with consumer need, including shaping a revolutionary new customer engagement strategy and loyalty program
  • Drove the growth transformation of a major international FMCG by expanding in a new category across markets - to achieve a 10x revenue increase in 10 years
  • Designed a transformative new business model for a leading international FMGC, anchored in customer needs and allowing them to access significant new adjacent revenue streams - leading to a significant acquisition to enter the space

Published Work

The hotel of the future” McKinsey & Company, July 2023

Trying to boost corporate travel sale? Five questions for airline executives” McKinsey & Company, May 2022

Taking stock of the pandemic's impact on global aviation” McKinsey & Company, March 2022

DTC e-commerce: How consumer brands can get it right” McKinsey & Company, November 2020

How European marketing-and-sales leaders handle COVID-19s effects” McKinsey & Company, September 2020

Closing the skills gap in retail with people analytics” McKinsey & Company, August 2020 

The heartbeat of modern marketing: Data activation and personalization” McKinsey & Company, March 2017


Harvard Business School

Oxford University
BA, Law