The travel tech industry is making strides in gender equality, but there is still much work to be done. With the appointment of Shaikha Al Nowais as the first female Secretary-General of UN Tourism in 2026, the industry has broken through a long-standing glass ceiling. However, the representation of women in top leadership positions remains low, with women making up 54% of the workforce but holding only 33% of board positions in travel and hospitality companies, according to Equality in Tourism.
To mark International Women’s Day 2026, Belvera Partners hosted a discussion with four leading women in the travel tech industry, including Astrid Kastberg, Marianna Gelardi, May Hertonen, and Amaia Marsà. These influential women shared their thoughts on how female leadership can be promoted in the industry, the challenges they face, and the leadership qualities they bring to the table.
Creating Inclusive Workplaces for Women in Travel Tech
A key takeaway from the discussion was the importance of fostering inclusive workplace structures that prioritize support and equality. According to Astrid Kastberg, Managing Director of RateHawk, at her company, 63% of employees are women, with 60% of managers being female. She attributes this success to a supportive company culture that values flexibility, enabling both women and men to balance work and personal life. For Kastberg, building an environment where employees are encouraged to express themselves and where diverse leadership styles are celebrated is key to improving gender equality in travel tech.
Marianna Gelardi, VP of Sales at RateGain, co-chairs SHE@RateGain, an initiative that creates a space for women to share experiences, support one another, and promote diversity. She highlights the importance of creating safe spaces where women feel empowered to discuss their challenges and successes in the workplace. For Gelardi, the success of initiatives like SHE@RateGain lies in cultivating a supportive environment where women can thrive professionally and personally.
The Unique Leadership Qualities of Women in the Workplace
Gender influences leadership styles, and female leaders often bring unique qualities to their roles. May Hertonen, Senior Customer Success Manager at Valpas, emphasizes that women often lead through coaching and empathy. She notes that women leaders focus on understanding their team members on a personal level, leading by example and growing alongside their teams. Hertonen also mentions that women tend to influence before authority is granted, highlighting that influence is a key skill for sustaining leadership.
For Astrid Kastberg, leading in a different way from traditional approaches is crucial. She believes that even small actions—leading by example and daring to lead differently—have a significant impact. Yet, she also points out that one of the challenges women face in leadership is the difficulty of promoting themselves and highlighting their unique strengths.
The Gender Perception Gap in the Travel Tech Industry
Despite the progress made, there is still a gap between how men and women perceive gender inequality in the workplace. According to a report by Turijobs, a job portal for the tourism and hospitality industry, 63% of women feel that gender has influenced their careers, while only 32% of men agree. This perception gap also extends to issues such as the gender pay gap, management inequalities, and sexist attitudes faced by women in the workplace.
Amaia Marsà, Vice President of the Tech Tourism Cluster, highlights how these differences in perception reflect the challenges women face in gaining equal recognition and respect. She also points out that motherhood is another key factor shaping women’s career paths. Statistics show that 22% of women have delayed motherhood due to economic pressures or work-related stress, compared to only 12% of men. Marsà calls for greater awareness of these inequalities and urges both men and women to engage in addressing the gender gaps in the workplace.
Mentoring the Next Generation of Female Leaders
When asked for advice on fostering future female leadership in travel tech, the panelists shared insightful strategies. Marianna Gelardi encourages women to celebrate their achievements and not downplay their success. Women should be proud of their accomplishments and own their space in the leadership arena.
For Astrid Kastberg, building a network of trusted allies is essential for female leaders. She also advises women to trust their instincts and embrace mistakes as learning opportunities. Amaia Marsà emphasizes the importance of delegating responsibilities as a key leadership skill, while May Hertonen advises women to document their work and not shrink themselves to fit a particular role. Women should aim to find roles that truly leverage their unique strengths and expertise.
Moving Forward: Gender Equality in Travel Tech
As the conversation around gender equality in the travel tech industry continues to grow, it’s clear that there’s much more to be done. Initiatives that foster inclusive leadership and empower women to take on roles in the highest echelons of the industry are essential for closing the gender gap. By creating environments where women feel supported, encouraged, and able to lead with empathy and confidence, the travel tech sector can cultivate a more diverse and equitable future.
The leadership of women in the travel tech industry is paving the way for positive change and progress in a sector that is traditionally male-dominated. With continuous efforts, initiatives like SHE@RateGain and the mentorship of seasoned leaders like Astrid Kastberg, Marianna Gelardi, and others, the future of female leadership in travel tech looks promising.
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