Boosting women leaders in travel tech: Here’s how you need to know

Written By: Paramita Sarkar

Paramita Sarkar

Story-telling has been one of my favourite passtimes and when it is about travel, every other activity seems to fall short. I started my journey as a freelancer close to two decades ago having worked with various online portals inclduding Sambhar Stories, Thirllophilia and so on. Down the years, life has rewarded me with experiences, only adding to my writing practice. Even though teaching has been my primary profession and passion, choosing the job of a travel journalist was not quite dilemmatic when selected by the esteemed editorial team of Travel And Tour World. Knowing and letting readers know about the quaint yet intriguing desintions across the globe through writing is something I always cherish and put in my best endeavour to.

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March 7, 2025 00:18 GMT+5:30

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Women play a pivotal role in the travel industry, making up 54% of the global tourism workforce, according to UN Tourism.

However, when it comes to leadership, they are underrepresented—only 15.6% of B2B travel tech leaders are female, as highlighted in new research by Belvera Partners, a travel tech communications agency.

With International Women’s Day 2025 focusing on the theme “For ALL Women and Girls: Rights. Equality. Empowerment.”, female leaders in travel tech are calling for flexibility, increased funding, and greater visibility of role models to foster gender diversity at the executive level.

Breaking Barriers: The Gender Funding Gap

Despite their contributions, women face systemic barriers to leadership, particularly when seeking investment. Sally Bunnell, CEO of NaviSavi, highlights that female-founded startups receive just 2% of global funding, and even less in the travel sector.

“Most investments go to large, established companies, making it difficult for female entrepreneurs to secure capital in the early stages,” Bunnell explains. She suggests creating a hospitality fund dedicated to supporting women-led startups, a move that aligns with UN Women’s advocacy for greater economic empowerment.

Workplace Flexibility: A Game Changer for Women

Many travel tech firms are embracing flexible work policies to accommodate women’s career progression.

Brianna MacNeil, AI Product Manager at TravelAI, notes that her company’s remote-first approach enables employees to balance responsibilities such as motherhood and caregiving without sacrificing career growth.

Similarly, Stay22, a travel affiliate marketing platform, fosters gender inclusion with unlimited sick and personal days, hybrid work options, and participation in initiatives like Women Who Code and Girls in Tech.

Though its executive team remains male-dominated, 55% of department heads are women. Laura Di Costanzo, Head of Product, stresses the importance of strong female role models to inspire future leaders. “Diversity is more than representation—it enhances decision-making and innovation,” she adds.

Travel Tech’s Push for Gender Equity

Some travel tech companies have already made significant strides toward gender parity. Civitatis, a global tour marketplace, has a leadership team evenly split between men and women, while 60% of its workforce is female.

The company actively implements a Plan for Equal Opportunity for Women and Men, recognizing that “talent has no gender, but opportunities must be accessible to all,” says Verónica de Íscar, Chief B2B Sales Officer.

GoNexus Group takes a similar approach, with 40% female employees and 41% women in management positions. VP of Business Strategy, Luisa Oyarzabal, emphasizes that progress comes from creating equal opportunities for future generations and fostering an inclusive environment.

Economic Impact: Why More Women in Leadership Matters

Beyond equality, increasing female leadership is an economic imperative. Women drive 70% of global travel purchases, especially in family travel planning. Ayşe Yaşar, VP of Sales at Bedsopia, questions how companies can understand this market if their leadership teams lack female representation.

HolidayPirates Group, a travel search platform operating in 10 countries, ensures equal gender representation at the executive level, with 62% of its workforce being women. Vivien Schwarz-Elbelzai, Chief People Officer, credits their flexible workplace culture for successfully attracting and retaining female talent.

“Every role in every department is adaptable, ensuring career progression for working mothers,” she explains.

The Path Forward

Governments and international organizations, including UN Women and UN Tourism, continue advocating for gender balance in the travel industry.

OECD reports confirm that companies with diverse leadership teams achieve higher profitability, improved innovation, and stronger consumer engagement.

With flexible policies, increased funding, and visible role models, the travel tech sector can break barriers and empower more women to lead, ensuring a more inclusive and dynamic future.