Report shows progress for women in hotel industry, though challenges remain
As the first employee hired by My Place Hotels in 2012, Sarah Dinger never felt out of place rising through the ranks of her own company, but at industry events, she couldn’t help but notice men held the vast majority of leadership positions.
Lately, however, Dinger has observed a change as the industry’s commitment to career development, diversity, and inclusion has taken root.
“You’re seeing the gap close between the number of men and women at these industry events, but we’ve still got some work to do,” said Dinger, executive vice president of franchise operations at My Place Hotels. “It’s not really about prioritizing one gender over another but rather just ensuring equal opportunities and recognition for individuals in the industry.”
Women are playing key roles in the growth of Aberdeen, SD-based My Place Hotels, which recently opened its 72nd property and plans to add dozens more, Dinger said. Women hold almost half of the managerial and executive positions at the company, which has hotels in 30 states, she said.
In recent years, companies and industry groups have stepped up their support of women hoteliers and hospitality professionals, and those efforts are bearing fruit, Dinger said. Groups such as DEI Advisors, the Women in Hospitality Leadership Alliance, and the ForWard annual conference, presented by the AHLA Foundation, have helped women make meaningful gains, she said. Additionally, AAHOA launched its HerOwnership program in 2022 to give the women among its ranks greater education, networking, and skillbuilding opportunities.
Industry events geared toward women are providing valuable networking opportunities and “safe spaces” where those new to the industry can ask basic questions without fear of being judged, Dinger said. Through mentorship and educational opportunities, women are gaining exposure to the full range of career opportunities in the industry, and they’re giving voice to their career aspirations.
“I think companies are doing a better job of fostering a culture that empowers women to advocate for themselves and supports their career growth,” Dinger said. “By creating that environment, companies can bridge the gap between men and women.”
‘STEADY BUT SLOW’ PROGRESS
Indeed, more women are taking leadership positions in the hotel industry than ever before, according to the 2023 Women in Hospitality Report from Penn State’s School of Hospitality Management. The growth of female representation in executive roles has been “steady but slow, and still lags the overall representation of women in the hospitality workforce to a significant degree,” according to the report. Still, women’s recent progress is undeniable.
The report found women held 24% of the podium spots at hotel investment conferences in 2022, up from 16% in 2017. In addition, women had 37% of the prime speaking spots on the main stage, up sharply from 22% in 2021. To reach their conclusions, researchers reviewed publicly available data spanning more than 6,000 individuals from 701 companies and more than 7,000 attendees of hotel investment conferences.
The research shows gender diversity is increasing at lower levels of hotel leadership, creating a pipeline of executives who, in the years ahead, likely will continue to diversify C suites, according to Dr. Phillip Jolly, an associate professor and lead author of the report.
At times, however, the industry’s progress can feel painfully slow, according to Kataki Patel, vice president of operations at Exceptional Hospitality, a second-generation family business based in Stone Mountain, GA. She runs the company with her husband, Vipul Patel, and they own three branded properties, with plans to build a fourth.
Though she has two decades of experience, Kataki Patel said at industry events people often direct questions about their business to her husband, assuming he’s the one making all the decisions. Likewise, she said her feedback sometimes is dismissed, while her husband’s suggestions typically are taken seriously.
“It’s very subtle, but it’s there,” Patel said. “It’s gotten better during the past 20 years but not by a lot. The stereotype is women are great for roles such as interior design, customer service and marketing – the softer roles, is what I call them – but not roles that involve capital expenditures, numbers, or technology.”
Penn State’s research supports those observations. In 2019, there were 10 men in leadership positions dealing with hotel investment and development for every one woman in those roles, according to the report. That figure dipped to 7.9 men in 2022, showing women are making headway. Women now hold one-quarter of all chief-level positions at hotel companies, although those roles are skewed heavily toward human resources, sales, and marketing, researchers found.
‘WHY AREN’T YOU MARRIED?’
Like Patel, Sarah Gulati said she sometimes experiences different treatment as a woman in a male-dominated industry. An Orlando, FL-based attorney representing hoteliers in negotiations and lawsuits, Gulati said one client recently asked her why she needed to charge so much money for her services given she wasn’t married with children.
An older client even joked about calling her father to tell him his daughter should have been married off by now, Gulati said.
“Especially in the first few years of my practice, some people would talk down to me and assume that I knew less because I’m a woman,” she said. “I get comments like that all the time, but I don’t let them affect me.”
Gulati said hotel brands are playing an important role in women’s advancement in the industry. In 2021, Wyndham Hotels and Resorts launched its Women Own the Room program, designed to help women overcome barriers they face in hotel development. Choice Hotels, IHG, Marriott, and Red Roof Inn are among the hotel companies offering similar resources.
“I know women who have utilized the brands’ incentive programs to build and develop hotels, and they’re doing it by themselves, without a partner,” Gulati said. “They may not have had those opportunities without those programs. It’s a slow-growth trend, but it is happening.”
Gulati and Patel credited AAHOA for establishing the HerOwnership program, which has offered networking and educational opportunities for women hoteliers and hospitality professionals since its launch in 2022. The third annual HerOwnership Conference took place in mid-September in Redondo Beach, CA. Both women also serve on AAHOA’s Women Hoteliers Committee.
“There are so many successful women entrepreneurs in the industry who are mentoring younger women in leadership positions, and I love that,” Gulati said. “AAHOA definitely is helping so much in that regard.”
Gulati said men in the industry can do their part by mentoring women who want to advance in their careers and by encouraging their wives, sisters, and daughters to take active roles in the family business.
Women still face obstacles in some workplaces, but success in the hospitality industry is achievable for those who remain focused on their goals and consistently aim high, Dinger said.
“I would encourage women to be proactive, take the initiative and show enthusiasm in your role,” she said. “But probably the most important piece of advice is to be an advocate for yourself. Don’t assume anybody knows what you want. Work hard and make your voice heard when it comes to your career goals, and we’ll all see better results.”
The 2023 Women in Hospitality Report from Penn State’s School of Hospitality Management shows women are making strides in the hotel industry. Here are some key findings:
At the director level, women now occupy an equal number of positions as men, but as one moves up the organizational hierarchy, women become increasingly underrepresented.
At the CEO level, there were 16.1 men for every woman in 2022, down from 17.7 men in 2019, reflecting “steady but slow” progress for women.
Similarly, at the partner/principal level, there were 11.4 men for every woman in 2022, down from 15.3 men in 2019.
At hotel investment conferences in 2022, there were 4.2 male chief-level officers for every 1 female in an equivalent role.
Women made up 58% of the U.S. lodging and accommodation workforce in 2022, according to the Bureau of Labor Statistics.
Hospitality programs at colleges and universities also are skewed toward women, who account for about 69% of recent graduates with a hospitality management degree.
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