Women’s Impact on Tourism
Dec 20, 2016 04:45PM
By Keith Backsen
Who makes the travel decisions in your family? I am betting the majority of you will answer, “I do” (if you are a woman) or “my wife/girlfriend does” (if you are a man). It is typically the woman who plans the family vacations, it is the woman who figures out a way to get the cousins together for a reunion, and it is usually the woman who figures out the logistics of taking their child on college visits. It is also more than likely a woman who plans all the business trips in your office. Experts estimate that women make 70-80 percent of all consumer purchasing decisions, which includes the $947 billion spent on travel each year.
Not only are they making the travel decisions, more and more women are traveling. At the Women in Travel & Tourism conference early this year, it was revealed that the average traveler was once a 28-year-old male—now it’s a 47-year-old female. This is one of the reasons the advertising we use to convince consumers to travel to Omaha targets women between the ages of 25-54.
Women make the majority of the travel decisions, and on the other side of the coin they also make up nearly 70 percent of the travel, tourism, and hospitality workforce. Think about it: who normally checks you in at the hotel, cleans your hotel room, serves you at the restaurant, takes your ticket at the airport, and plans most of the events, meetings, and conventions? Women. However, experts contend there is a marked underrepresentation of women in senior positions, with women holding less than 40 percent of all managerial positions.
This isn’t the case at Visit Omaha, Omaha’s official tourism authority, where 82 percent of the staff are women and 57 percent of the senior leadership team are women, including our V.P. of convention sales and our V.P. of marketing and communications. If women make up a significant portion of your customer base, it makes sense that they should be represented on management teams. Research shows that companies with gender-balanced teams have a higher ROI, and those are numbers we can all support.