A 2014 Skift report, “The Rise of Female Business Travelers,” highlighted key trends shaping this growing segment of the travel market. Women already control a large share of wealth in the United States and influence the majority of purchasing decisions. They are highly connected, mobile and tech-savvy, and nearly half of women who travel do so for business. The report’s central conclusion: travel brands that attract and retain female business travelers will gain a competitive advantage.
What do female business travelers want from their trips, and how can travel brands win their loyalty?
When asked whether they had ever been treated differently than male colleagues while traveling, most frequent female business travelers we spoke with answered no. Many were not drawn to gender-specific perks such as women-only floors or overtly feminine décor. Skift observed that improving travel for women often yields benefits for everyone: designing for female travelers can lead to solutions that enhance the travel experience for men as well.
“Gender shouldn’t drive the expectations of business travel,” said Debra Bokur, a frequent traveler and journalist. “What matters is safety, attentive service, reliable in-room technology, a functional business center and quality dining options on property.”
The Skift report and the women we interviewed emphasized several priorities: security, empathetic and well-trained staff, privacy, healthy food options, clear destination information, convenience, cleanliness and useful amenities. These factors consistently shape women’s travel decisions and brand loyalty.
“In-room amenities have improved, but I still pack my own toiletries most of the time,” said Lori Holland, director of public relations at Four Seasons Resorts Lana’i. “A female perspective can be missing in room design: is the makeup mirror accessible and well-lit? Are there skirt hangers?”
Menus also reflect differing needs. “Offering half portions lets guests enjoy starters or desserts without overindulging or returning food,” Holland added.
A 2012 Global Entrepreneurship Monitor Women’s Report found that women entrepreneurs choose travel brands based on perception, comfort and loyalty. Skift also noted that women are more likely to join points programs and sign up for co-branded credit cards because they value membership benefits.
Lisa Holladay, vice president of brand management and guest experience at The Ritz-Carlton Hotel Co., looks for airlines and hotels that reduce stress and add thoughtful touches. “Once, during a tight international connection, the airline had a cart ready to take me to my gate so I wouldn’t miss my flight. That anticipatory service earned my loyalty,” she said.
Security emerged as the top concern. Simple measures—double-locking doors, avoiding ground-floor rooms, keeping room numbers discreet at check-in—matter. “Front desk clerks should hand over keys in a packet with the room number inside rather than announcing it aloud,” travel writer Lois Friedland suggested.
Maiden Voyage, a networking site for women business travelers, places security at the center of its hotel inspections. Even when a property meets technical safety standards, inspectors may note a “general bad feeling” that affects perceptions of safety. Poor lighting in hallways, parking garages and rental lots was frequently cited as a concern, as was the need for staff sensitivity training to respond appropriately to safety issues.
Some travelers routinely take extra precautions. “I travel to regions that can be risky, so I completed security training, which was very helpful,” said Donna Childs, a member of Global Traveler’s Globility Board. Travel brands can support this preparation by offering destination-specific guidance at booking or on arrival, such as driver options or local maps tailored to women.
Female business travelers are also more likely to order room service. Offering same-gender staff for in-room service can provide an extra layer of comfort for guests who prefer it.
Practical amenities are important. Hotels now often include hair dryers, magnifying mirrors, full-length mirrors, herbal teas and healthy menu items. Airlines have responded with moisturizing creams, lip balms and better mirror lighting in lavatories, plus seats that offer greater privacy.
“Not all hotels have full-length mirrors—that’s a pet peeve of mine,” said Laura Davidson, owner of Laura Davidson Public Relations. “I appreciate healthy breakfast choices, a free bottle of water in the room and reliable Wi‑Fi. Items like hair straighteners would be useful additions.”
Maxine Albert, a travel journalist, summarized her priorities: “Good Wi‑Fi and bathroom lighting, an adjustable makeup mirror, bath salts, healthy in-room snacks, soft linens and easy-to-operate light switches.”
Some hotel brands have systematically responded. Hyatt conducted extensive research with travelers worldwide and found that the travel experience is not always designed with women in mind. As a result, the company introduced initiatives such as guest request cards that confirm a cleaned room, a “Hyatt Has It” program offering essentials to buy or borrow (teakettles, styling irons, steamers, nail polish remover wipes), smart menus with balanced portions and upgraded amenities from respected brands.
Boutique properties have followed suit. Boston’s XV Beacon offers an “Oh No Women’s Kit” with items like tweezers and pain relievers, delivered by a female staffer; MGallery’s “Inspired by Her” program and Hotel Vermont’s female-friendly amenities are further examples of tailored offerings.
Despite improvements, female business travelers continue to juggle work and home responsibilities. The travelers we interviewed emphasized organization and routines as key strategies for maintaining balance while on the road.
Tips from Female Travelers
“Every Sunday night, whether I’m home or traveling, I spend an hour prepping for the week—both personal and business—so I start the week organized.” – Laura Davidson
“Don’t overpack. Invest in a great carry-on and avoid checking luggage. Accept that delays happen and don’t let them stress you.” – Lisa Holladay
“Stick to a basic color palette for your wardrobe and add color with accessories.” – Ellen Clark, travel journalist
“Make time to call your family—set an alarm if needed so you don’t miss a call across time zones.” – Lori Holland
“Stay focused on the task at hand. When I’m working, I’m fully committed; when I’m with my family, they’re my priority.” – Sara Kearney
“I keep travel checklists ready (stop newspaper delivery, hold mail, packing lists) so I don’t overlook anything.” – Donna Childs
“I notice when a hotel or airline addresses women’s safety needs or offers thoughtful bath amenities. It signals that the brand understands and cares about women travelers’ comfort and peace of mind.” – Allison Voigts, travel journalist