International day of women and girls in science – why it matters for the travel industry 

Every year on 11 February, the International Day of Women and Girls in Science highlights the gender gap in STEM fields (science, technology, engineering and mathematics). At first glance, this may seem distant from the travel sector. In reality, technology is reshaping how we travel, how hotels operate and how businesses connect with today’s travellers. Understanding this gap – and supporting greater female participation in STEM – is not only a social priority: it has a direct impact on the industry’s competitiveness. 

Tourism increasingly relies on technology: booking engines, advanced analytics, artificial intelligence, revenue management systems, airport biometrics, cybersecurity and hotel automation. Yet globally, women represent just around 35% of the technology workforce. This underrepresentation is often the result of social norms, gender stereotypes, and structural barriers that discourage women from pursuing or advancing in tech careers.  At the same time, it has tangible business consequences: limited innovation, products and services that may not meet the full spectrum of traveller needs, and missed opportunities for efficiency and personalisation. For hoteliers, travel agencies and tour operators, acknowledging this gap helps anticipate market trends: companies with diverse teams innovate faster, understand customers more deeply and outperform competitors (Women in the Workplace study, Mckinsey, 2025). 

Advancing gender equality in STEM requires both sector-wide guidance and concrete organisational action. Insights from UNESCO how companies can build inclusive, supportive, and equitable environments — attracting talented women into scientific and technical roles and providing opportunities for them to grow, lead, and thrive within the organisation. 

• Implement gender-responsive policies based on data — At HBX Group, research plays a key role: our annual Women Matter studies track the journey of women in the organisation, identifying areas for improvement and informing the ongoing Women in Tech strategy. Recruitment efforts focus on inclusive job postings and gender-balanced shortlists.  

• Ensure equal pay and transparency in promotions — HBX Group maintains transparent salary frameworks and promotion processes to support fairness across all levels. With a global pay gap of just 1.2% and most countries showing no significant disparity, HBX Group’s results are remarkably strong compared to industry norms. 

• Support long-term contracts and family planning — UNESCO advises structured routes for women returning after career breaks. At HBX Group, we support this through flexible work arrangements (Work From Anywhere, Contractual Homeworking, Hybrid Working) and leave policies (maternity, parental, adoption), helping employees reintegrate smoothly and continue developing their careers in a safe, inclusive, and supportive environment. 

• Create inclusive and safe workplaces — UNESCO advises establishing anti-harassment measures and fostering respect. We implement this through our Workplace Anti-Bullying and Anti-Harassment Policy, clear reporting channels, and awareness initiatives to maintain a safe and inclusive environment. 

• Promote women into leadership and visibility roles — UNESCO recommends increasing women’s representation in leadership and scientific governance, and providing mentoring and networking. At HBX Group, we implement visibility initiatives, sponsorship programmes, and mentoring to support women progressing into leadership roles. Leadership is almost balanced at 48%, a strong figure compared to the sector average. Awareness and visibility are further reinforced through initiatives like celebrating the International Day of Women and Girls in Science with internal campaigns. This is followed by events like our Purposeful Pause, a reflective webinar where employees can pause to share experiences and insights — this year, in celebration of the day, it featured two internal speakers who discussed their journeys in technology. These sessions provide an open space for inspiration, learning, and dialogue about inclusion, mentoring, and career development. 

• Foster collaborative and inclusive learning environments — HBX Group supports continuous learning, collaboration, and wellbeing through multiple initiatives. Employees can access TheUni, our central learning hub, and the internal Talent Marketplace to explore development opportunities and connect with colleagues. Additionally, Education Assistance provides funding and support for external training, professional certifications, or language courses aligned with employees’ career aspirations.  

Every action counts: by fostering inclusion, supporting women in tech, and embracing diverse perspectives, we’re not only shaping a fairer workplace — we’re building a travel industry that innovates faster, serves travellers better, and inspires the next generation of women in STEM.