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< Back to news 05 September, 2014 to educate the hotel sector in "What Women Want”, experts in the female business traveller market and a new supplier to Beacon, are to launch a series of taster courses for their masterclass “Female Focused Hospitality”. is the only company in the world that specialises in female business travel and has won numerous awards including the highly coveted “Innovation Awards” at the Business Travel show, beating big brand names such as Carlson Wagonlit, HRG and American Express Travel.

This unique training initiative teaches the hospitality sector how to attract and cater for the increasing number of corporate female guests as more and more women are attaining board positions and travelling more frequently on business.

The course was developed in response to the fact that many of the hotels covertly inspected for ‘female friendliness’ were failing to meet the most basic of standards that ensure comfort and safety to lone female travellers.

Founder, Carolyn Pearson said, “I'm really excited to be doing something both innovative and constructive to support the female business traveller. We've taken the best of the best in hospitality customer service training, feminised it and incorporated unique material that we have gathered from our own global membership of female business travellers and independent research into the female consumer. We teach hotels about the psychology of the female consumer and the heightened experiences women can often face when away from home and in strange environment.”

The course is the only one of its kind in the world and incorporates 360° feedback from an online guest survey, a mystery guest visit and ‘home truths’ from the hotels’ own staff. Taking the experience beyond a traditional training course, the day ends with strategic action planning and consultancy as and the hotel's ‘Female Focused Champion’ work together to agree the changes that need to be made.

The taster courses are being launched as a means to introducing the hotel industry to the concept of ‘female friendly’. It’s a fine line between treating all guests the same and recognising that women do have some specific needs too. Gordon Jackson, General Manager, Thorpe Park Hotel and Spa, Leeds commented, "The Female Focused training facilitated by allowed the Thorpe Park Hotel team quality time to review the hotel journey and experience of our female guests . It has helped us consider some enhancements to our style of service. We covered Spa treatment opportunities and many more helpful hints to differentiate our female-friendly servce.  This was delivered in a highly motivational environment by the trainer."

To learn more about how female-focused training can generate more revenue for your business, contact Beacon or check the