Allies are important for mentoring and other areas of support, the research by Women in Travel CIC found.

More than half of the respondents to the Women in Travel survey said they valued mentoring, while 44% said allyship was important to recognise work and achievements.

Another 37% said allies were useful for recommending a new opportunity while 29% said they amplified voices and ideas.

The poll showed that based on individual experience, allyship was predominantly considered to be mentoring (52%), recognising work and achievements (44%), recommending for a new opportunity (37%) and amplifying voices and ideas (29%).

However, a quarter of respondents said they had never had an ally, and nearly 20% said allyship was not encouraged at their employer.

The survey also explored at attitudes towards allyship based on gender. It found 29% of female respondents said they had had a very positive experience of male allyship in the past, but a quarter felt there was lack of awareness or acknowledgement of male allyship in their workplace, along with 18% who cited a gender imbalance in management.

The research found the most important thing men could do to support female colleagues was inclusive behaviour and communication (28%), followed by mentorship and sponsorship (18%).

Respondents were asked what resources would make them better allies, with half saying interactive workshops and training, 21% events and meet ups and 19% saying safe conversations to explore allyship.

Women in Travel said: “This is a key learning for businesses that operate working from home or hybrid models, suggesting that the opportunity for face-to-face learning and personal interaction is key to progress in this space.”

The research also found a desire for consistency among middle management, with some encouraging allyship and others not willing to discuss it.

One respondent said: “Companies would benefit from mandatory education/training similar to power hours for all employees, not just managers, on matters that can impact work life e.g. autism, ADHD, depression, anxiety, other mental conditions and general mental health as well as physical conditions.’’

’Positive change’

Women in Travel founder and managing director Alessandra Alonso said: “Our Male Allyship Network has grown significantly year on year since we launched it in May 2021, and we are pleased to welcome some of the most influential leaders in the travel and tourism sector.

“Through the network, we have seen incredible, positive change for both the men and women that are taking part, so we know that it works, but we wanted to take a deeper dive into the perception of allyship, the value that is placed on it and, crucially, how we can do it better.”

Tony Seaman, non-executive chair of Not in the Guidebooks, said he had found his membership of Women in Travel’s male allyship network "inspiring and motivating".

"My mentees are already accomplished businesswomen and have given me different perspectives," said Seaman. "As you get to know each other, it becomes very satisfying – we are helping women achieve not just goals, but dreams. To be part of that process is truly amazing."

Another Women in Travel male ally and mentor is Hurtigruten UK boss Anthony Daniels, who has been mentoring Take me to Africa director Samantha Sellers.

“My experience has been really positive," said Sellers. "The biggest thing that I got out of it was [to have] a sounding board, someone that I could bounce ideas off. The second was confidence, and a safe space to ask for help. The level of confidence he [Daniels] has given me has enabled me to take the business to the next level.”

Daniels added: "What I’ve learnt is that it is a two-way street. While much of it was helping Sam identify her goals and opportunities, a lot of it was making me reflect on how I react and work with other people, not just at work but at home. It’s been such an enriching experience."

Women in Travel’s insights were gained via a Google survey of 102 respondents, plus two focus groups comprising 12 people. The findings were revealed at The International Women in Travel and Tourism Forum, which took place at Google HQ in London on Thursday (22 June).