Hotelier's Insights Reveal Women as Unseen Economic Decision-Makers in Hospitality Industry
In the ever-evolving landscape of the hospitality industry, a significant shift is underway as more women are taking on leadership roles in hotel design and construction. This development, long overdue, is set to redefine the guest experience and positively impact the industry as a whole.
According to recent data, women travel more than men for leisure, accounting for over 60% of U.S. and global travelers. This trend is reflected in the travel decisions, with women making 80% of all travel choices. The increasing influence of women in travel is a testament to their growing economic power, with women expected to control 75% of discretionary spending by 2028.
Despite the economic fluctuations, 83% of U.S. consumers still intend to travel for leisure in the next year. This trend presents an opportunity for the hospitality industry to cater to the preferences of its primary consumer base - women.
One key area of focus is the design and construction of hotels. Historically, women have been underrepresented in these sectors. However, progress is being made. From 2019 to 2022, women gained ground in hotel investment and development leadership roles, moving from "one woman for every 10 men to one woman for every 7.9 men."
Leading hoteliers, such as Arne Sorenson (Marriott International's former CEO until 2021, succeeded by Anthony Capuano who promotes diversity), and influential female leaders like Stephanie Linnartz (President of Marriott International) exemplify this rise. The team leader on a recent project is a woman, with her senior project manager and top consultants also being female.
The team's approach is centred around understanding the needs of their guests. They ask questions to ensure the designed spaces cater to guests' needs, such as seating comfort, bar preferences, and overall ambiance. The look, feel, and vibe are critical to creating an elevated experience in the hotel industry.
For the younger generation of travelers, a hotel's vibe is crucial. There is a preference for aspirational luxury and casual, fun atmospheres over formal settings. Open, communal spaces for work and socialization outside rooms, great bar scenes, libraries, lounges, and multipurpose meeting places with connectivity are essential.
The experience for guests starts from the moment they enter the hotel. The team invests a lot of time into designing spaces, particularly hotel lobbies and bars, considering guest comfort and energy. Women bring a unique point of view to the hotel experiences they create, intuitively understanding their customers because they want the same things.
In a 2024 study, only 10% of female U.S. travelers said their partner planned the whole trip. This finding underscores the importance of women's influence in the travel industry. Women love to share positive experiences in hotels, not just on social media with large followings, but with smaller groups as well.
Increasing the percentage of women in leadership roles can benefit both brands and customers in the hotel industry. By empowering women in the industry, we can positively shape the experiences of today's hotel guests and set the stage for a more inclusive and dynamic future in hospitality.
