The Evolving Role of Women in the Corporate World: How ETG is Advancing Women in the Workplace

How women went from exceptions to leaders

Women have made significant progress in the corporate world, overcoming glass ceilings, pay disparities, and ingrained biases. But their impact goes beyond personal career advancement — many are actively reshaping workplaces to be more inclusive and equitable.

This shift isn’t just about statistics, though the numbers are telling. Women now hold over 28% of management positions globally and lead more than 10% of Fortune 500 companies as of 2023. These milestones are a testament to resilience, determination, and the power of collective progress.

Historically, leadership roles were out of reach for most women, and those who broke through were exceptions rather than the norm. Take Victoria Fash, for instance — when she became a Fortune 500 CEO in the late 20th century, she was among the few paving the way. Her success signaled a slow but undeniable shift, one that continues to unfold today.

Maria Eitel, the founder and Chair of the Nike Foundation, “Contrary to popular belief, the best way to climb to the top of the ladder is to take others up there with you.” 

Breaking barriers, changing numbers

Even though global gender equality might still be over a century away at the pace things are moving, women’s workforce participation in 101 tracked countries has risen from 63.5% to 65.7% over 18 years, surpassing 2023 levels. 

This upward trend extends to leadership roles as well, with women now holding 29% of C-suite positions, a notable increase from 17% in 2015.

What’s intriguing is that women’s representation in corporate roles has been consistently more noticeable later in the pipeline than in entry-level and managerial roles. Moreover, Grant Thornton’s 2024 report highlights that women also hold 33.5% of senior management positions globally, a sharp increase from 19.4% two decades ago.

On the entrepreneurial side, 2024 saw the number of women leading private companies valued at over $1 billion more than double, while the number of female entrepreneurs grew by 41%. 

As of February 2024, women make up 63% of the ETG.

Megan, Account Manager for the UK & Ireland at RateHawk, welcoming partners at WTM London 2024

Our stands at events are always filled with joy, happiness, and productive discussions

Progress for women in tech

Women’s leadership in tech has inched upward since 2015, rising from just 8% to 14% by 2023, though progress stalled in the last year.

Globally, women hold about 31.7% of leadership positions across industries, but in tech, their presence remains notably lower. In the U.S., women comprise 35% of the tech workforce, yet just 14% hold leadership roles. The UK sees a similar pattern, with women accounting for 29% of the tech workforce but only 21% in senior positions. At the highest levels, only 10.9% of CEO and senior leadership roles in tech are held by women.

Although women remain underrepresented in tech overall, their numbers are steadily rising. Women now hold 26.7% of tech-related jobs, with slightly lower representation (26.2%) in large tech firms with over 10,000 employees. Encouragingly, more women are entering STEM fields — up 31%, outpacing the 15% increase among men.

ETG is committed to fostering an environment where talented individuals can grow, regardless of gender.

Women at ETG: Representation, growth, and support

Here at ETG, we recognize that progress doesn’t happen in isolation. Many of our own colleagues have navigated complex career paths, breaking barriers and redefining what leadership looks like. Supporting them isn’t just the right thing to do, but how we build a thriving, innovative company.

As we celebrate women’s achievements in corporate leadership, we also acknowledge the hurdles they still face. More importantly, we’re committed to fostering an environment where talented individuals can grow, regardless of gender. That’s not just a statement. Instead, it’s the bloodline of our culture, reflected in the way we mentor, support, and empower the women who shape ETG’s future.

Maria, Product Manager for Hotel Suppliers Integrations, and Julia, Senior TPP Account Manager (Europe) having a thoughtful conversion with a partner at FITUR Madrid 2024

A Culture That Champions Women’s Ambitions

ETG prides itself on multiple accomplishments in women’s representation in the workplace over the years. However, we underscore the following as our pillars of gender equity and inclusion:

But our effort doesn’t start nor end at promotions or representation. If we want to see women’s role in the corporate world continue to evolve, innovation and empowering policies must be constant.

ETG Initiatives That Encourage Women to Build a Career 

At ETG, we use the following actions to provide women with the support and platforms necessary to expand their professional goals and explore their ambitions.

1. Leadership development through Leadership School

ETG recognizes that leadership isn’t just about titles but preparation, confidence, opportunity, and access to the kind of training that transforms potential into leadership. When exploring how to bridge the gap between potential and executive leadership, we launched our ETG Leadership School, a program designed to equip managers with the skills they need to advance.

Open to anyone leading at least one direct report, the course covers 13 key topics, each grounded in real-world business challenges. Participants don’t just sit through lectures. Instead, they engage in a four-hour workshop led by a professional business coach, apply their learning through structured post-work, and tackle three major tests, receiving detailed feedback on their progress.

For women in particular, structured leadership training can be a game-changer that will propel their careers to new heights. It provides a clear path to growth in an industry where men are still the majority holding executive roles.

From September 2023 to September 2024, 88 women enrolled in the ETG Leadership School, and 72 successfully completed it, earning a special certificate.

Busy days at FITUR Madrid 2025

2. Career mobility

Career growth isn’t a linear path, and companies should do all that’s in their power to make it dynamic for each employee. This is why women at ETG aren’t just filling roles, but moving between departments, stepping into leadership positions, and participating in creating the map that will shape the company’s future.

We encourage internal mobility, whether that means shifting from Customer Operations to Marketing or exploring a new challenge within IT.

For those returning from maternity leave, ETG ensures that coming back isn’t a career setback but a continuation of growth. Women can reclaim their roles with the same opportunities they had before, as we created a workplace that values both ambition and flexibility.

In 2023, 356 women were promoted or transitioned into new roles within the ETG, followed by 438 women in 2024.

Leadership development programs play a key role in this, equipping women with the skills and confidence to take on new challenges. At ETG, career mobility isn’t just encouraged, but a part of our company’s DNA. Here, we don’t only support women in their growth; instead, we empower them to shape careers as dynamic as the industry itself.

The ladies from the Iberia team, led by Samia Lahlou, Head of Business Development, were thrilled to present the RateHawk brand at FITUR Madrid 2024

3. Flexible work arrangements

Women shouldn’t have to choose between professional growth and personal responsibilities, and ETG structures work around that reality. Remote roles, adaptable schedules, and results-driven performance models give employees control over their time without sacrificing ambition.

Keep in mind that this approach isn’t about convenience, as much as it’s about longevity. A rigid nine-to-five framework often sidelines talent and forces women to put career aspirations on hold. ETG challenges that norm by making flexibility the standard, not the exception.

Whether it’s adjusting work hours for childcare, accommodating life changes, or ensuring remote work remains a viable long-term option, the company prioritizes structures that allow women to thrive.

ETG team members celebrating the New Year across the globe

Watch out! This is the Halloween party happening in the ETG Lisbon office

4. My Time Day Off

Some days, you just need a break, meaning no meetings, no deadlines, no obligations. That’s exactly why ETG offers My Time Day Off, a quarterly day that employees can take whenever they need it.

There’s no pressure to justify it, no expectation to be “productive.” Whether someone wants to catch up on sleep, take a solo trip, or spend time with family, the day is theirs.

My Time Day Off is a reminder that their well-being isn’t an afterthought. 

For many women at ETG, this flexibility matters. Balancing career growth with personal commitments often means putting themselves last. My Time Day Off is a reminder that their well-being isn’t an afterthought. It’s a small but meaningful way to acknowledge that ambition and rest aren’t at odds.  

Initiatives like this create an environment where people don’t have to choose between their careers and mental space. When employees know they can step away and return without falling behind, they move forward with more energy, clarity, and confidence.

Our glorious HR team having a moment with a stunning view

5. Sport challenges

Some workplaces talk about the importance of well-being; others make it part of the routine. Last September, ETG turned the movement into a collective challenge, inviting employees to walk or run and track their progress together.

The idea was simple. Every kilometer counted, whether it was a morning jog, a walk during a meeting, or an evening stroll. The result? A staggering 13,647 km covered by 260 participants across 38 teams, the equivalent of traveling from Dubai to Los Angeles.

This wasn’t just about exercise. It was about fostering camaraderie, proving that even in a remote or hybrid setting, shared goals can bring people together.

Encouraging women to step outside, push their limits, and prioritize health alongside their careers reinforces the message that success isn’t just measured in promotions and projects. Instead, it’s also in the habits that keep us strong, connected, and ready for whatever comes next.

Women continue to make substantial progress in the corporate world and have come a long way from a time when seeing them among CEOs was unimaginable. Their effort, hard work, sacrifices, and courage are paying off as they break into industries once considered exclusively male. But they’re not just shattering barriers — they’re consistently achieving remarkable milestones.

International Women’s Day is a reminder that beyond celebrating, we must commit to supporting and advancing women in the corporate sphere, recognizing that their success is integral to the global economy’s success.

Explore career opportunities at ETG