Kunal Shah | Partner
ZS Associates

Kunal Shah is a Managing Principal at ZS and leader of the firm’s Travel & Hospitality practice, where he partners with leaders across the industry to modernize their commercial strategy and organizations to drive sustained growth.

With two decades of experience in both consulting and industry, Kunal has led commercial strategy engagements and enterprise transformations for global airlines, hospitality brands, and other prominent travel companies. His work spans the commercial spectrum–sales, marketing, revenue management, loyalty, and distribution–where he helps clients design go-to-market strategies, execute important strategic initiatives, and deploy AI-driven analytics and next generation technology. Kunal also oversees ZS’ hospitality revenue management expertise center, which is one of the largest hospitality RM service providers in the world, providing pricing and inventory management services to thousands of hotels across chain scales, around the globe.

Outside client work, Kunal contributes to Forbes on aviation-related topics, teaches executive education at Kellogg School of Management at Northwestern University, and served as office managing principal for ZS’ San Diego office from 2021 to 2024.

Prior to joining ZS, Kunal held various commercial roles at United Airlines, where he was awarded the President’s Club distinction. Kunal also worked at another global consulting firm supporting growth strategy initiatives. Kunal holds an MBA from London Business School and a bachelor’s degree from Indiana University’s Kelley School of Business.