What women want from the hospitality industry - Harnessing the Potential of Female Guests | HEELS MAKE DEALS

64% of travelers worldwide are female

In recent years, the female traveler has become increasingly common not only as a solo and group traveler, but also as the decision-maker behind travel decisions – women inform 80% of all travel decisions. Today, the average traveler is a 47-year-old woman, fueling growth in the hospitality industry withs significant consumer influence.

Though harnessing this influence is no easy feat - for example, in the tourist destination Prague, there are approximately 873 accommodation establishments, 1,116 restaurants, and over 10,000 bars. In a city with an area of 492 km², how is it that predominantly-female travelers are able to sort through thousands of hospitality alternatives in developing their perfect itineraries? With tourism being a highly profitable venture in the city of Prague (bringing in CZK 118 billion in 2022), it is imperative that hospitality businesses acknowledge and understand the female consumer to drive engagement and separate themselves from the crowd.

So what do women want from the hospitality industry?

As women, we at Heels Make Deals are in the unique position of understanding what women want from the hospitality industry: novel, positive, share-worthy, brand experiences.

Novel Offerings

Novel hospitality experiences create a sense of newness and change, engaging women through unconventional, innovative approaches. For example, Manifesto Market’s Soot bar, an open-concept bar we partnered with in designing their visual concept, offers seasonal menus that keeps consumers’ experiences fresh and conversation-inducing.

Positive Connections

Positive hospitality experiences reflect an authentic, consistent, and cohesive approach, facilitating an emotional connection between female consumers and an experience they will passionately advocate for. We applied these preferences in creating a full brand image for Zuri Zanzibar, a premium resort in Tanzania, where we ensured the brand’s sustainable ethos was implemented into its visual identity by designing with recycled materials and sourcing local, handmade products.

Share-Worthy Presentations

Share-worthy hospitality experiences must meet the ever-heightening standards of female guests, successfully impressing them with photogenic, highly stylized presentations. We kept this in mind when designing a pop-up store for GLO™, where a display of limited-edition DolceVita magazines and walls constructed from color-reflecting mirrors culminated in an instagrammable hype space.

Even though women influence a significant percentage of consumer expenditures, Just 1 out of 31, or 3.2% of CEO positions in hospitality are held by women globally.

Contributions from women are imperative to the success of forward-thinking hospitality businesses. A diverse workplace resonates with diverse audiences, where the viewpoints of consumers are directly represented by those making creative decisions. With female hospitality consumers dominating the hospitality industry on the consumer side, the industry stands to gain the most by adopting inclusive methods appealing to those making the majority of purchase decisions–women.

What it all means

Through an understanding of how women evaluate hospitality offerings, hospitality businesses can better target and support female consumers, facilitating positive experiences that help them stand out from the competition!

Interested?

At Heels Make Deals, we specialize in creating compelling branding strategies and innovative activations that resonate deeply with target audiences. Looking to elevate your hospitality brand? Explore our website for a comprehensive list of our services, and be sure to schedule your 15-minute complimentary consultation!

heels make deals hospitality branding women centered design

Are you interested in more about the topic of female targeted marketing? We focused on the topic of women and hospitality in this article:

Want to Boost Your Hospitality Business? Focus on Female Consumers - Here's Why

read here

Planned vs. Reactive: 5 Lifestyle Brand Activations That Nailed Cultural Timing
In 2025, lifestyle brand activations are moving faster than ever. Some take months of planning, others go viral overnight — but the best all share one thing: perfect cultural timing. From Rare Beauty x Tajín to Taylor Swift’s reactive wave, these brand moments prove how strategy, speed, and emotional resonance turn campaigns into cultural currency.
Brand collabs nailing summer 2025 (and what your brand can learn) 🍦🍌👟🎀
Brand collaborations 2025 are shaping culture and expanding reach in ways no single brand could alone. From Rhode x Magnum to Krispy Kreme x Crocs, we break down four examples that nailed it—and the lessons you can use for your own brand.
How online shopping has changed, and what FMCG brands need to know in 2025
Online shopping has changed — fast. In 2025, brands have just seconds to connect, convert, and earn trust. Discover the key trends shaping consumer behavior and what FMCG brands need to do now to stay relevant, scroll-proof, and unforgettable.
The Summer Campaigns: What Do Tomatoes Have to Do With Brand Power?
While most brands were chasing trends, a few were building something deeper — emotional connection. This month, we break down four standout activations (from OUAI, Rhode, Jacquemus, and LOEWE) that didn’t just sell products — they told stories, sparked rituals, and reminded us what great branding really feels like.