As we edge closer to the 2024 Women in Travel Awards, it’s time to start highlighting some of the amazing women we’ve been watching flourish this year!

First up is Jenny Gray, a senior product manager at Intrepid Travel, who drives the Women’s Expedition Trips portfolio.

Having worked in the travel industry for over 20 years across five cities and three countries, Jenny’s certainly well travelled, but it’s her work since the launch of the women’s trips on International Women’s Day 2018 that she says makes her proudest.

“What started as a passion project,” she says, “has grown to be one of the most successful ranges in the company’s history.

“Embracing equity is a fundamental part of Intrepid Travel’s mission and these expeditions consistently demonstrate their ability to create significant economic and social opportunities for women on ground, as well as meaningful connections and authentic experiences for travellers.”

Jenny Gray, Intrepid Travel. (Supplied)

What does sponsoring Women in Travel mean to you? 

I’m proud to work for a company that’s committed to fostering diversity, and inclusion at all levels of the business. This event is a great way to ensure that the industry not only recognises but celebrates the contributions of women across all levels and a range of roles. I love that women can nominate or self-nominate because it provides an avenue for the quiet achievers, or those often behind the scenes to be seen. Regardless of their position we absolutely should be recognising women and allies across the travel world who are continuously raising the bar, challenging status quo and championing women’s voices. It’s a fantastic night and event to be part of.

Where are the areas of growth you are most excited about right now?

In April we launched a Women’s Expedition in Saudi Arabia, and I’m really excited about the first departure in a few months. It’s fully booked, and our local female DMC will be joining the first departure. She’s incredibly well travelled, connected and knowledgeable and she’s committed to showcasing the real Saudi. It’s because of her we’ve been able to curate some unique local experiences that benefit local communities in particular women.

It puts local women’s voices at centre stage and travellers have the chance to see Saudi through the lens of local women all with different perspectives, experiences and stories to share. I travelled there last year, and it was a destination that challenged and changed many of my preconceptions which is ultimately what travel is all about. It’s all about connection in the end – it’s one of the reasons we all travel isn’t it and this range is a really special space that we’ve been able to do that.

I am so proud of how we’ve put women at the centre of its design and creation. Nobody else is doing this and it’s clearly resonating with travellers. Most departures are fully booked, and dates are selling out as quickly as we release them.

Do we need to have women only trips? Are they important?

These expeditions consistently demonstrate their ability to create significant economic and social opportunities for women on ground. At Intrepid we seek our female owned businesses throughout our entire supply chain but on these trips its integral to the design. At the very core, these trips are run by women for women and directly benefit women on the ground.

They’ve played an important role in a much larger gender equality story. At its most basic level it gives women an opportunity to tell their story and share their personal and collective struggles and triumphs. Beyond that, it provides significant employment opportunities for local women in often male dominated roles.  We know not just anecdotally but statistically that when women are empowered it creates a very real ripple effect throughout their wider community. It’s not just women who benefit – but entire villages, workplaces, homes, schools. There are so many incredible stories of women on these trips doing just that.

Where does the travel industry serve women well and where does it have further to go?

The travel industry employs 1 in 10 people globally, with more than half being women. These figures underscore the pivotal role women play in the travel and tourism sector.

We can do most roles within the industry from anywhere in the world which allows for flexible working. Without Intrepid’s flexible working policy I would never have been able to return to full time work after maternity leave and continue to pursue a career of my choice.

We now have a new family policy which makes it easier for parents to travel for work too. But there are many women here and around the world who have not been afforded the same luxuries or even the most basic rights. So, there’s no doubt we still have a long way to go but I’m grateful for the long list of women who have paved the way for my generation. We should be doing the same for the next. Women make up a staggering 80% of travel purchasing decisions. So, in my opinion we have a real advantage and opportunity to influence and drive meaningful change for travellers, communities, and colleagues. We should recognise the value we bring to a business first and foremost as women. I think we’ve been conditioned to believe it’s a disadvantage.

What are some key tips for marketing to women and what is a definite no?

Let me premise this by saying I am not a marketer, but as consumer I think keep it real. Listen to your customers. Iterate. Recognise their unique needs and circumstance. Women are our core demographic at Intrepid and we are always engaging with our customer base to understand their feedback and challenges and adapting to meet their needs.

Feedback was really the nexus behind the Women’s Expedition range – women were telling us that they wanted to better understand and connect with women in destinations and cultures that were different to their own (Middle East being one of them) in an authentic and safe environment.

How do you balance scalability with delivering authentic travel experiences?

Working with expert local DMC’s, suppliers, leaders and guides on ground is crucial. What you’re trying to create has to be mutually beneficial. Relationships forged with local people over the years have allowed us privileged access to special communities all around the world.

One of my favourite examples of this is a small Maasai community in Kenya. The village was founded by a woman named Hellen who has spent most of her life fighting FGM and championing Maasai women’s health and education. The introduction was first initiated by one of our local female leaders and we’ve worked with Hellen over many years to curate unique local experiences that are equally positive for travellers and the community. It’s the kind of travel that’s good for the soul and for the world.