Published on
October 23, 2025
By: Tuhin Sarkar
New research by the GBTA Foundation shows women remain underrepresented in leadership roles across the global travel industry despite forming the majority in key positions. The findings reveal gender gaps in leadership, satisfaction, safety, and compensation across airlines, tourism, and corporate travel. As Qatar Airways and other global players shape the future of travel and tourism, the study calls for action to close these gaps. Travel And Tour World delves deeper into how the business travel sector can address inequality and create a more inclusive and sustainable tourism industry.
Women Dominate Travel Roles But Lag in Leadership
The GBTA Foundation study, presented at the annual WINiT Summit in New York City, highlights that women make up 74% of travel buyers, 62% of travel suppliers, and 55% of staff in travel management companies. These statistics underscore the strong female presence in the business travel and tourism industry. However, the research also exposes a stark contrast in leadership roles. While 85% of junior buyer roles are held by women, only 68% of senior positions such as directors and executives are occupied by them. The travel industry benefits immensely from women’s expertise, yet their advancement remains limited. This imbalance impacts not just airlines and tourism businesses, but also the overall quality of travel experiences. Qatar Airways and other leading airlines have shown growing support for inclusivity, yet the report urges more organisations to turn representation into genuine leadership opportunities.
Gender Inequality in Career Satisfaction
The GBTA Foundation’s findings reveal that gender inequality extends beyond leadership into career fulfilment. Although women dominate in travel and tourism roles, fewer women than men feel satisfied with their career growth, compensation, and work-life balance. Only 28% of women travel buyers say they have a good work-life balance, compared to 43% of men. Similarly, just 23% of women report being happy with their pay, compared to 57% of men. Among suppliers and travel management professionals, 44% of women feel valued at work, versus 57% of men. These disparities show that despite their presence, women in the travel industry still face challenges in recognition and reward. The tourism industry, airlines, and hospitality companies must address these barriers through policies that promote fairness, equal pay, and inclusive career development. As the business travel sector grows post-pandemic, creating equitable workplaces will help sustain tourism and increase job satisfaction across the board.
Safety Concerns Still Impact Women’s Business Trips
Safety remains a pressing issue for women travellers, especially in business travel. According to the GBTA report, 62% of travel buyers believe women face higher risks than men while travelling for work. Yet only 27% of companies have travel policies that specifically address female traveller safety. This gap exposes women to unnecessary risk during work trips and impacts their confidence when travelling. The study further reveals that just 55% of travel managers believe women’s perspectives are considered when shaping corporate travel programmes. As airlines such as Qatar Airways continue to expand their routes for business travellers, the focus on women’s safety becomes vital. The travel industry must create stronger, gender-sensitive travel policies to ensure safer trips and better protection for female travellers worldwide. Addressing these needs will not only improve safety but also enhance the reputation of airlines and tourism organisations as champions of inclusive travel.
Inclusive Leadership Is A Strategic Advantage
The GBTA Foundation’s Managing Director, Delphine Millot, emphasised that true innovation in travel and tourism thrives when everyone has access to leadership opportunities and inclusive policies. This sentiment was echoed by Anita Salvatore, CEO North America of Corporate Travel Management (CTM), who called inclusivity a “strategic advantage” for the travel industry. By providing pathways for women to rise into senior roles, organisations can create stronger and more diverse leadership structures. Airlines, tourism operators, and hospitality brands benefit when diverse perspectives shape their decisions. Inclusive workplaces lead to better travel experiences, safer trips, and higher satisfaction among employees and travellers alike. As Qatar Airways and other major airlines demonstrate through global diversity initiatives, embracing gender equality not only supports individuals but also drives growth across the entire tourism industry.
Equity Programs Show Mixed Progress
The report notes some positive momentum in the travel industry’s gender equity efforts. Around 39% of suppliers and 34% of travel management companies (TMCs) now have formal leadership development programmes for women and minority groups. However, only 25% have clear hiring targets for female or minority executives. On the brighter side, 43% of companies are investing in community initiatives focused on empowering women and girls, signalling a shift towards social responsibility in tourism and airlines. For the tourism industry to achieve true equality, consistent action and measurable goals are essential. The business travel sector must link gender initiatives to broader strategies in the travel industry, ensuring that progress translates into tangible opportunities for women. Airlines such as Qatar Airways and Emirates, known for their global diversity policies, serve as models for companies seeking to close the gender gap in tourism and travel.
The Hidden Cost of Inequality in Travel
Gender inequality comes with economic and operational consequences. The GBTA report suggests that underrepresentation of women in senior roles can limit innovation and reduce profitability across the tourism industry. Companies that fail to empower women risk losing valuable talent and diverse ideas that fuel creativity in travel experiences. Airlines, hospitality chains, and travel management firms must address this by creating pathways for mentorship, leadership training, and equitable pay. As the travel industry rebounds, inclusive practices will be vital to attract and retain skilled professionals. For travellers, inclusive tourism creates richer experiences that reflect diverse perspectives. For airlines and tourism boards, it fosters trust and brand loyalty, driving long-term growth in the global travel market.
Women’s Voices Needed In Shaping Business Travel
Women in the travel and tourism industry continue to play a pivotal role in shaping business travel programs, yet their influence is not always acknowledged. Only 55% of travel managers in the study believe women’s voices are adequately represented when creating travel policies. This underrepresentation hinders progress in addressing issues like safety, flexibility, and family support during trips. The tourism industry can take inspiration from airlines and organisations that have embraced inclusion as a priority. Qatar Airways, for instance, has increased women’s participation in leadership roles within its travel network. By listening to women, companies can create more inclusive travel experiences that better meet the needs of all travellers, whether they’re flying for business or leisure.
WINiT’s Role In Driving Change Across the Industry
WINiT, the GBTA initiative behind this study, continues to be a driving force for women’s empowerment in the travel industry. Its programmes aim to accelerate gender equity through research, mentorship, and professional development. As part of the GBTA Foundation’s Path to Parity initiative, WINiT promotes leadership opportunities for women in all sectors of travel, tourism, and airlines. This initiative encourages companies to go beyond representation and build policies that empower women at every career stage. Travel And Tour World recognises that efforts like WINiT not only strengthen the tourism industry but also redefine how business travel operates in the modern world. With airlines expanding routes and global tourism on the rise, such initiatives are crucial for shaping a balanced and inclusive future.
Conclusion: Turning Representation Into Real Opportunity
The GBTA Foundation’s research is a wake-up call for the global travel industry. It shows that while women are the backbone of the tourism industry, their journey toward equality remains incomplete. Airlines, tourism boards, and travel companies must act now to bridge the gap between representation and leadership. By fostering inclusive policies, supporting women’s safety, and ensuring fair pay, the industry can unlock its full potential. Qatar Airways and other leading airlines demonstrate how inclusivity can strengthen brands and improve travel experiences worldwide. The future of travel depends on equality — because when women rise, the entire tourism industry moves forward.
