A recent study conducted by Belvera Partners, a B2B travel tech public relations agency, has shed light on a persistent issue within the industry: gender disparity in leadership positions. The study, which analyzed the gender representation of travel technology companies using the Belvera B2B Travel Tech Map and LinkedIn profiles, revealed that only 15.6% of travel tech CEOs are women. This finding highlights a significant imbalance, despite a slight improvement from 2021, when the percentage stood at 12.4%.
While this incremental growth is encouraging, 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 included lobby groups, journalists, and key figures in the travel tech space.
The study revealed stark disparities across different sectors. Lobby groups showed the highest representation of female leaders at 36%, while the car rental tech sector lagged behind 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 about 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 shared their insights on the study’s 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 argued that without sufficient representation, many products fail to effectively address the needs of female travelers.
Similarly, Ayşe Yaşar from Bedsopia, a B2B accommodation booking platform, noted the significant role women play in travel decisions, particularly in family settings, yet the industry still lacks female insight in leadership.
Luisa Oyarzabal, VP of Business Strategy at GoNexus Group, highlighted the lack of female leadership as a deterrent for younger women entering the industry. She called for more transparent plans and measurable objectives to address the imbalance.
Caroline Dal’lin from Custom Travel Solutions, while acknowledging the low number of female CEOs, emphasized the importance of focusing on 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 final phase in 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 offers 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. It offers 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 voice in key business decisions. By taking these steps, the travel tech industry can work towards closing the gender gap and fostering a more inclusive and forward-thinking sector.
