Women play a pivotal role in the travel industry, comprising 54% of the global tourism workforce, according to UN Tourism. However, despite their significant presence, female professionals remain underrepresented in leadership roles. Recent research by Belvera Partners, a travel tech communications agency, reveals that only 15.6% of B2B travel tech leaders are women. This disparity underscores the need for systemic changes to promote gender diversity and inclusivity at the executive level.
As International Women’s Day 2025 approaches with the theme “For ALL Women and Girls: Rights. Equality. Empowerment.,” female leaders in travel tech are emphasizing the importance of workplace flexibility, increased funding, and greater visibility of role models to foster a more inclusive industry. One of the most pressing challenges women face in this sector is securing financial support. The gender funding gap remains a significant barrier to female-led startups, with data showing that women-founded companies receive only 2% of global venture capital funding. In the travel sector, the percentage is even lower, as investors tend to favor established businesses with male-dominated leadership teams.
Sally Bunnell, CEO of NaviSavi, highlights the urgency of addressing this issue. She advocates for the creation of a hospitality fund dedicated to women entrepreneurs, a move aligned with UN Women’s broader goal of promoting economic empowerment. Without financial backing, many promising female-led travel tech startups struggle to scale, limiting their potential impact on the industry. Addressing this imbalance requires a shift in investment strategies and the introduction of funding mechanisms that prioritize diversity.
Workplace flexibility also plays a crucial role in fostering female leadership. Many women face career stagnation due to rigid corporate structures that fail to accommodate caregiving responsibilities. Forward-thinking travel tech companies are adopting policies that empower women to balance professional and personal responsibilities. TravelAI, a company specializing in artificial intelligence solutions for the travel industry, has implemented a remote-first policy that allows employees to work from anywhere. Brianna MacNeil, AI Product Manager at TravelAI, notes that this flexibility has been instrumental in retaining talented women in the workforce.
Other organizations, such as Stay22, a travel affiliate marketing platform, are implementing progressive policies to support gender inclusivity. Their approach includes unlimited sick and personal days, hybrid work options, and participation in initiatives like Women Who Code and Girls in Tech. While Stay22’s executive team is still male-dominated, 55% of its department heads are women. Laura Di Costanzo, Head of Product, stresses the importance of strong female role models in leadership. She believes diversity enhances decision-making and innovation, creating a more dynamic and competitive industry.
Some travel tech companies have already made significant strides toward gender equity. Civitatis, a global tour marketplace, has achieved a leadership structure that is evenly split between men and women, with 60% of its workforce being female. The company actively enforces a Plan for Equal Opportunity for Women and Men, recognizing that while talent has no gender, opportunities must be equally accessible. Similarly, GoNexus Group maintains a workforce that is 40% female, with women holding 41% of management positions. Luisa Oyarzabal, VP of Business Strategy, emphasizes that achieving gender equity requires a long-term commitment to nurturing female talent and fostering an inclusive work environment.
Beyond the pursuit of fairness, promoting women in leadership roles is also an economic imperative. Women account for 70% of global travel purchases, particularly in family travel planning. Companies that fail to integrate female perspectives at the decision-making level risk losing touch with a key consumer base. Ayşe Yaşar, VP of Sales at Bedsopia, argues that businesses need diverse leadership teams to better understand and cater to their customers’ needs.
HolidayPirates Group, a travel search platform operating in 10 countries, has successfully implemented gender balance strategies. With women making up 62% of its workforce and equal representation at the executive level, the company attributes its success to a flexible workplace culture. Vivien Schwarz-Elbelzai, Chief People Officer at HolidayPirates, explains that adaptability is a key factor in attracting and retaining female talent. She emphasizes that every role within the company is structured to support career progression for working mothers, ensuring that women do not have to choose between professional growth and family responsibilities.
Efforts to bridge the gender gap in travel tech are also supported by global organizations such as UN Women and UN Tourism. Studies by the OECD show that companies with diverse leadership teams perform better financially, exhibit greater innovation, and build stronger connections with consumers. As the industry continues to evolve, fostering an inclusive and equitable workplace will be critical to unlocking new opportunities for women. By implementing flexible policies, increasing access to funding, and highlighting female role models, travel tech can take meaningful steps toward gender parity. The road ahead requires collective action, but with the right strategies, the future of travel technology can be shaped by a more diverse and empowered leadership landscape.
