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

Today's airlines are competing for an increased share of the lucrative busi ness travel market by means of product enhancement, innovation and concentr ation on a consumer-orientated approach. This article suggests, however, th at the airline industry is failing to effectively cater for businesswomen - the fastest growing segment of the business travel market. Based on teleph one interviews, in-depth interviews and focus groups, it argues that althou gh the number of women business travellers has increased dramatically in th e 1990s, their needs are not being adequately met by an airline industry wh ich regards the airline experience as a gender-neutral product. Arguing tha t gender-neutral marketing is framed by the dominant male perspective, the paper's substantive contribution to the tourism gender literature is its ex ploration of the perceived needs of UK male and female business airline tra vellers; in particular, it discusses women's concerns over the inadequacy o f levels of comfort and safety and of sexist staff attitudes. The article c oncludes 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 effecti vely cater for businesswomen. (C) 2000 Elsevier Science Ltd. All rights res erved.