Monday, September 9, 2024 A recent study by Belvera Partners, a B2B travel tech public relations agency, reveals that only 15.6% of travel tech CEOs are female, highlighting the ongoing gender disparity in leadership positions across the sector. The study, based on the Belvera B2B Travel Tech Map and LinkedIn profiles, analyzed the gender representation in travel technology companies, shedding light on the persistent imbalance despite incremental progress.
The study showed slight growth from a previous analysis conducted in 2021, where only 12.4% of travel tech CEOs were female. Although this marks an improvement, the industry still faces significant challenges in achieving gender equality at the top leadership level.
The study covered over 400 companies across various sectors of the travel tech industry, including aviation tech, accommodation distribution tech, car rental tech, and in-destination experiences tech. The map also features lobby groups, journalists, and top personalities in the travel tech space. Among the verticals analyzed, lobby groups had the highest representation of female leaders at 36%, while the car rental tech sector performed the worst, with only 10% female leadership.
Despite these figures, the overall picture remains one of limited female participation in top roles. Roman Townsend, Managing Director of Belvera Partners, expressed concern over the findings, stating, “Bias can catch us all out..
. it’s a serious exercise as people contact us all the time with feedback and requests for inclusion.” Several prominent women in travel technology were invited to share their thoughts on the findings.
Maria Sellar from Terrapay , a B2B payments platform for travel, emphasized the need for travel tech companies to take proactive steps in promoting female leadership . She pointed out that without sufficient representation, many products fail to address the needs of female travelers . Similarly, Ayşe Yaşar , from Bedsopia , a B2B accommodation booking platform, noted that many travel decisions are made by women, especially in family settings , yet the industry still lacks female insight in leadership.
Luisa Oyarzabal , VP of Business Strategy at GoNexus Group , added that the lack of female leadership fails to inspire younger women in the industry and called for more transparent plans and measurable objectives to address the imbalance. Caroline Dal’lin from Custom Travel Solutions suggested that while the number of female CEOs remains low, it’s essential to focus on the broader C-Suite and mid-level leadership roles, where progress is slowly being made. She argued that achieving gender equality among CEOs might be the last phase of this evolution.
One of the key barriers to increasing female representation in travel tech leadership is the self-perpetuating nature of the issue. With fewer women in leadership positions, younger women may struggle to find role models within the industry. Furthermore, many conference panels and media outlets remain dominated by men, perpetuating the gender imbalance in the public eye.
Additionally, concerns about data privacy and cybersecurity have emerged in the broader debate, as tech-driven industries increasingly rely on data collection and AI . Female leaders in travel tech argue that diverse leadership teams can help ensure that customer needs —including those of female travelers—are met effectively. Despite the slow progress, the report provides hope for continued change in the sector.
While female representation among travel tech CEOs remains low, the growing number of women in mid-level and C-suite positions suggests that the industry is moving towards greater equality. As travel technology companies continue to evolve, gender diversity will be crucial to future success, offering new perspectives and a broader understanding of customer needs. By addressing this imbalance, the industry could unlock innovative solutions that cater to a more diverse audience, ultimately driving business growth and customer satisfaction.
Many leaders in the travel tech space have called for companies to develop and implement publicly available plans to improve gender diversity. This includes setting clear goals for female representation , increasing transparency around salary structures , and providing opportunities for women at all levels of leadership. Moreover, companies are encouraged to integrate female-led initiatives into their core strategies, ensuring that women have a seat at the table when key business decisions are made.
In doing so, the travel tech industry can work towards closing the gender gap and fostering a more inclusive, forward-thinking sector..
