In a world where innovation is shaping the future of travel, women remain significantly underrepresented in leadership roles within the B2B travel technology sector. Despite making up 54% of the global tourism workforce, only 15.6% of leadership positions in this field are held by women, according to research conducted by Belvera Partners. As we celebrate International Women’s Day under the theme “For ALL Women and Girls: Rights. Equality. Empowerment,” it is evident that more incredible strides are needed to bridge the gender gap in the travel tech industry.
The disparity is not just about fairness—it’s a missed business opportunity. Diversity fosters better decision-making, drives innovation, and enhances competitiveness. Yet, female entrepreneurs in travel tech continue to face substantial obstacles, particularly in securing funding and progressing to executive roles.
The Funding Gap: A Roadblock for Women Entrepreneurs
Sally Bunnell, Founder and CEO of NaviSavi, highlights a glaring issue: “Female founders receive only 2% of all investment, and an even smaller fraction in the travel sector. Most funds go to large companies at Series A and beyond, making it incredibly difficult for female entrepreneurs to secure early-stage funding.”
Bunnell advocates for establishing a dedicated hospitality fund to support female-led startups, ensuring women have the financial backing to develop and scale their businesses effectively.
Work Environment: The Need for Flexibility
Beyond funding, workplace culture is pivotal in attracting and retaining female leaders. Brianna MacNeil, AI Product Manager at TravelAI, underscores the importance of a supportive work environment. “A genuine, performance-driven atmosphere where diversity thrives is key. TravelAI’s remote-first and flexible policies accommodate life’s realities, from pregnancy to unexpected life events, ensuring women—and men—feel valued and included.”
This sentiment is echoed across the industry, with companies recognizing the need for policies that cater to work-life balance.
Visibility and Role Models: Inspiring Future Leaders
“Attracting more female leaders starts with visibility. Having strong role models share their experiences can inspire others,” says Laura Di Costanzo, Head of Product at Stay22. While the executive committee at Stay22 is male-dominated, 55% of department heads are women. The company actively supports initiatives such as Women Who Code, Lesbians Who Tech, and Girls in Tech, reinforcing its commitment to gender diversity.
Civitatis, a global marketplace for guided tours and excursions, is another advocate for equal representation. “Every platform that highlights women in travel tech contributes to a more equitable future,” says Verónica de Íscar, Chief B2B Sales Officer at Civitatis. “Diversity in leadership drives innovation and growth. Talent has no gender, but opportunities must be accessible to all.”
Company Culture: A Catalyst for Retention
HolidayPirates Group, a leading travel search platform, attributes its success in gender diversity to its flexible work culture. “Fair representation in leadership makes companies smarter, stronger, and more connected to their audience,” says Judith Eyck, HolidayPirates Group’s Chief Operating Officer.
With women making up 62% of its workforce and equal representation in its executive team, HolidayPirates is setting a benchmark for inclusivity. Chief People Officer Vivien Schwarz-Elbelzai shares the company’s approach: “Flexibility is key. Every role in every department is adaptable. This policy has enabled us to retain female leaders and support working mothers.”
The Economic Case for Women in Leadership
Increasing female leadership is not just a moral imperative—it’s an economic necessity. Women drive 70% of all travel-buying decisions, particularly in family planning. “If your leadership team lacks female representation, how can you claim to understand that market?” asks Ayşe Yaşar, VP of Sales at Bedsopia.
Companies that embrace gender diversity are fulfilling a social responsibility and positioning themselves for tremendous success. “Empowered women are essential for adapting to the rapidly changing landscape of the travel industry,” states Luisa Oyarzabal, VP of Business Strategy & Operation Transformation at GoNexus Group. “True progress lies in creating equal opportunities for future generations, fostering meaningful change, and building a legacy that uplifts others.”
The Path Forward
While progress has been made, much work remains to be done. Key actions that can accelerate change include:
- Increasing Funding Opportunities: Investment firms and venture capitalists must actively support female-led startups in the travel tech industry.
- Implementing Flexible Work Policies: Remote work, parental leave, and hybrid models enable women to thrive in leadership positions.
- Promoting Role Models: Women in leadership must be given platforms to share their experiences and inspire future generations.
- Ensuring Equal Representation: Companies should commit to gender-balanced leadership teams to foster innovation and inclusivity.
The call to action is clear: The travel tech industry must evolve to embrace female leadership as a means of achieving equality and as a catalyst for business growth and innovation. By investing in women, the sector will unlock a wealth of untapped potential and set the stage for a more diverse and prosperous future.
Final Thoughts
As we mark International Women’s Day, the conversation around female leadership in travel tech must go beyond rhetoric and translate into tangible action. The industry’s future hinges on its ability to break down barriers, uplift women, and create a more inclusive ecosystem. The time for change is now.
Written by: Michelle Warner
