A platter of love: Seizing opportunities to celebrate Valentine’s  

by | Feb 5, 2025

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by Tanya Girdhar John

Sri Lanka’s opening of its first hotel managed by an all-female team brought the attention of the world towards gender representation within hospitality workspaces. Amba Yaalu Kandalama, run by an all-female staff-from top management to maintenance-is a bold initiative given that women only comprise 10% of the country’s tourism workforce.

As we open the conversation about women in tourism and hospitality at large, there is no better time to focus on women’s impact within the sector than International Women’s Day.

Women in tourism: current impact and outlook

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Women currently make up 54% of the global tourism workforce

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In the hotel industry alone, women representation remains between 60-70%

So, where is the gender gap?

According to UN’s Global Report on Women in Tourism, majority of women in tourism work in the informal economy where they earn less and have less job security.

Female workers are underrepresented in leadership roles, currently holding less than 40% of the managerial positions within the sector.

Closing the gender gap–trends and opportunities 

Hospitality hub

The hospitality remains a hub of opportunities for women, who often dominate roles in accommodation, food and beverage services, and customer relations.

 

Rise of female travellers

The increasing number of female travellers is reshaping the travel industry. This is creating opportunities for female-run businesses that can cater to female traveller needs and preferences, such as safety, wellness, and personalised experiences.

Sustainable tourism

A 2023 study states that destinations with greater gender equality tend to have more sustainable tourism practices, showing the positive correlation between women empowerment and responsible tourism.

Entrepreneurial spirit

Women are entering entrepreneurship with ventures like boutique hotels, tour operations, and travel agencies, often with a focus on community-based tourism.

Addressing the challenges faced by women

Despite their significant contributions, women in hospitality and tourism continue to face numerous challenges:

  • Due to the gender wage gap, women in the industry often earn less than their male counterparts for comparable work which reinforces systemic inequalities.
  • Long hours or inflexible schedules, make it challenging for women who juggles family responsibilities and, sometimes motherhood alongside their career.
  • Women are often limited to stereotyped roles (i.e: receptionist, server) perpetuating traditional gender roles and discouraging them in leadership positions.
  • Many women in the travel and hospitality industries are unaware of their rights, available resources, and opportunities for professional development.
  • The lack of mentorship and resources makes it harder for women to acquire the skills and networks needed to advance their careers.

Strategies for women empowerment in hospitality

To create a more gender-inclusive hospitality and tourism sector, it is essential to implement comprehensive diversity, inclusivity and equity strategies for better employee welfare.

1. Addressing stereotypes with policy and advocacy

Industry stakeholders can advocate for policies that promote gender equality and empower women in the workplace while supporting organisations that are working to advance women’s rights in the industry. Challenging gender stereotypes within operations and in marketing and advertising materials, establishing the correct DEI strategies and awareness, addressing gender disparities in wages, and hiring and promotion practices are essential in ensuring workspaces remain safe and healthy and will encourage more women to participate within the industry.

2. Technology utilisation

Technology bridges the opportunity gap for women in tourism, enhancing access to training and mentorship and providing online platforms for them to connect, share resources, and network. Technology tools like mobile apps can also be used to promote women-owned businesses. In addition, effective roster management systems, cloud services that enable remote working, or performance tracking that alleviate biases in promotions and other opportunities will create workplaces that foster employee equality and equity.

3. Education and mentorship

UN Tourism has partnered with UN Women and external partners worldwide to bring gender issues to the forefront of the tourism sector. Similar initiatives, not only at the international level but also at regional and local levels, provide opportunities for women to learn and access equal opportunities within the industry. Scholarships, leadership training, financial literacy, entrepreneurship opportunities and networking opportunities for aspiring professionals are also helpful.

4. Flexible work arrangements

While equality is crucial in the industry, so too is equity; understanding and addressing the needs unique to women. For instance, on-site childcare facilities or childcare subsidies can make it easier for women to return to work after having children. Oftentimes, social responsibilities for women differ from their male counterparts, demanding their attention for other activities such as feeding hours. In such instances, flexible work schedules and remote work options enable women to balance work and family life.

Find the right technology solutions to empowers your employees. Book a Demo Today

Accelerate action for an empowered future

Imagine an industry where people are equally represented at all levels—from entry-level positions to C-suite executives—and empowered to reach their full potential, with their unique skills and perspectives creating a more inclusive, innovative, and sustainable future. As International Women’s Day 2025 urges all to accelerate action for gender equality, industry stakeholders are called to accelerate their commitment to realising the vision of gender equality within the sector. 

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by Reeves Mathews

Valentine’s Day is one of the most significant holidays for the global hospitality industry, driving revenue for accommodations, the food and beverage sector, wellness, and leisure alike. However, Valentine’s has evolved from merely a couples’ celebration; the rise of solo dates, Galentine’s Day, and similar events has expanded the industry’s focus into celebrating all forms of love.

Valentine’s Day and hospitality

Valentine’s presents various opportunities for businesses operating within the hospitality industry.

1. Offer something extra

Valentine’s Day celebrants expect something special, and hospitality businesses need to offer their customers a reason to choose them. For example, live romantic music at a restaurant can be a great way to raise prices for the evening and sell tickets. Hotels can also host special Valentine’s events, such as a romantic cinema night or a lovers’ ball. Couples’ wellness or spa packages remain a popular option for wellness venues.

Amidst all these opportunities, providing guests with a seamless experience that eliminates wait times and friction during high-volume bookings is essential. Convenient mobile check-ins, keyless entries, and other solutions are necessary during peak demand to enhance the experience and guest privacy.

2. A thoughtful menu

Valentine’s Day offers the perfect opportunity to refresh the menu and bar list. New and fun cocktails, customised menu combos, couple’s meal deals, and complimentary wine, champagne, or chocolate are all great ways to celebrate the Day of Love. Including these in a restaurant or hotel’s food ordering system or POS can create excitement around why people should pick an establishment. Restaurant technology can easily facilitate real-time adjustments to menu changes, allowing for dynamic pricing based on demand and inventory.

Online ordering platforms and digital signage can enhance flexibility for guests, ensuring that menus are easily accessible to them. Restaurants can also take this a step further, utilising guest history data (preferences, past orders, etc.) to create personalised packages.

3. A gift of love

Guests consistently appreciate thoughtful gestures, especially when they are associated with a special occasion like Valentine’s Day. A small token of appreciation, such as a complimentary dessert, a rose petal turndown service, or a small gift basket, can go a long way in fostering goodwill and creating a lasting positive impression.

Hotel technology can streamline the delivery of these gifts, enhancing the guest experience. Automated systems can pre-stock rooms with chocolates or automatically add a complimentary bottle of sparkling wine to room service orders. In-room tablets can display personalised messages, offer digital gift cards for spa services or other amenities, and even provide interactive experiences like creating virtual Valentine’s Day cards for guests to share with loved ones.

4. The right kind of partners

Partnering with local businesses to create exclusive experiences for guests enhances Valentine’s offerings. By combining the strengths of partners with the venue’s own services, brands can develop unique packages that provide a competitive edge and attract a wider audience. Teaming up with local cinemas, wellness centres, florists, photographers, or chocolatiers, for example, can help a hotel diversify its Valentine’s offerings and create memorable experiences that appeal to a broader range of guests.

A hotel could offer a romantic getaway package that includes dinner at a local fine dining restaurant, followed by a private film screening at a nearby cinema or a couples’ spa treatment at a local wellness centre. By collaborating with local businesses, hotels can offer guests a truly holistic and unforgettable Valentine’s Day experience, positioning themselves as the go-to destination for the holiday.

Turn a fresh page

With new trends emerging around Valentine’s and love, businesses must reimagine their Valentine’s Day strategies.

Latest Valentine’s Trivia

59% of consumers globally celebrate Valentine’s Day
In 2023, Valentine’s Day spendings hit a record high at $14.2 billion
29% of Valentine’s Day spending in 2024 wasn’t for a significant other 
Source: Drive Research ->

Key Valentine’s buzzwords for hospitality

  • Galentine’s Day: Originating from the popular TV series Parks and Recreation, Galentine’s Day is a global event celebrating women’s friendships, typically held on February 13 or coinciding with Valentine’s.
  • Solo Dates: A growing trend where individuals embrace self-love and enjoy Valentine’s Day solo.
  • Singles Awareness Day (February 14): A lighthearted celebration of being single and embracing self-love.
  • Palentine’s Day: A celebration of platonic love and friendship, similar to Galentine’s Day but inclusive of all genders.

Refreshing Valentine’s Day offerings

Hospitality businesses can broaden their clientele by catering to groups, not just couples. Here are a few ideas:

  • Inclusive activities: Activities themed around platonic love can attract both couples and larger groups. For example, painting evenings, cooking classes, and film screenings are great options.
  • Diversified couple’s classes: Instead of the traditional dinners and chocolates, offering couples’ classes like baking, pottery, or surfing lessons would bring a fresh twist to the holiday.
  • Targeting solo daters: Complimentary spa treatments, access to wellness activities like yoga, “treat yourself” amenities, in-room dining, and quiet spaces can appeal to solo guests.
  • Group events: Hotels can cater to group celebrants with special packages that include overnight stays in suites or connecting rooms, spa treatments, afternoon tea or brunch, and even wine-tasting or cocktail-making classes.

Discover the best way to treat your diners with the right restaurant technology. Book a Demo Today

Connect with diverse guests this Valentine’s

As Valentine’s approaches, the hospitality industry faces a unique opportunity to embrace both tradition and innovation, diversifying its offerings, upselling, and creating experiences that go beyond traditional couples-focused celebrations. The key to success lies in ensuring that every guest—alone, with friends, or in a romantic relationship—feels celebrated. The industry’s ability to adapt and innovate will determine how well it connects with diverse guests, creating a foundation for continued success.

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Reeves Mathews | IDS NEXT

Author

Reeves Mathews

Vice President - Global Customer Success

Reeves heads our global customer success operations, managing a team of over 100 professionals, with a mission to ensure top customer satisfaction and loyalty. He is responsible for customer engagement, technical support and key account management.

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