Q: Can you tell us about the pathway to your current career?
I started my career in hotel and restaurant management ... this led to me taking a head office role as director of marketing for Copthorne Hotels. When I saw a gap in the industry for independent integrated marketing services, I created Representation Plus, which I am still running today. As a past chair member of the Tourism Society and former board member of ANTOR, I am keen to ensure both associations grow and survive the challenges the industry has been and continues to face.
Q: What do you think are the biggest challenges women face when pursuing leadership roles in travel and tourism, and how can these be overcome?
Gender biases and the stereotyping of roles need to be overcome at the management and executive level; too often companies will recruit outside of the industry rather than within, overlooking potential female talent. With more women successfully taking on leadership roles, they need to actively encourage their women colleagues into leadership.
Work-life balance is also a challenge, as women typically take on the caregiver role for children and older relatives. Continued flexibility in the workplace, with remote working, flexible work hours, and shared time for the caring role with partners, goes a long way.
Women also tend to be less confident in coming forward for leadership roles, and this can be greatly helped by a good mentoring programme.
Q: What advice would you give to other women who aspire to lead in the travel industry?
Seek out good mentors, find the role that you really aspire to, and work out a clear pathway of how to get there. Network with people across the industry who will help you to achieve your ambition.
Q: How important is mentorship and how have mentors or role models influenced your journey?
Mentoring is extremely important for everyone seeking a successful career. There were very few female role models at the time for me; however, I have seen how successful and rewarding it can be from a mentor’s perspective.
Q: Looking ahead, what do you believe the future of women in leadership within travel and tourism will look like, and how can we make that vision a reality?
More and more women are taking leadership roles in the industry, and we should be working toward 50% of all leadership roles being filled by women. To make this happen, we need to ensure that there are enough leadership and mentoring programmes available to women of all ages and stages in their careers in order to equip them with the skills required.
