Gender-blind marketing: businesswomen's perceptions of airline services

Abstract Today's airlines are competing for an increased share of the lucrative business travel market by means of product enhancement, innovation and concentration on a consumer-orientated approach. This article suggests, however, that the airline industry is failing to effectively cater for businesswomen — the fastest growing segment of the business travel market. Based on telephone interviews, in-depth interviews and focus groups, it argues that although the number of women business travellers has increased dramatically in the 1990s, their needs are not being adequately met by an airline industry which regards the airline experience as a gender-neutral product. Arguing that gender-neutral marketing is framed by the dominant male perspective, the paper's substantive contribution to the tourism gender literature is its exploration of the perceived needs of UK male and female business airline travellers; in particular, it discusses women's concerns over the inadequacy of levels of comfort and safety and of sexist staff attitudes. The article concludes that despite some isolated moves to appeal to the female business market, the airline industry as a whole needs to address its currently male-oriented service attitudes and facility provision if it is to more effectively cater for businesswomen.