Alessandra Alonso: The Catalyst Disrupting Norms and Empowering Women in the Travel Industry

By day, she's the powerhouse behind Women in Travel CIC, an award-winning social enterprise with a laser focus: connecting underserved female talent with their rightful places in travel, tourism, and hospitality. But if you think that's her only gig, think again. From launching platforms for high-stakes discussions like the International Women in Travel and Tourism Forum to engaging with major industry players like Google and Expedia, Alessandra Alonso isn't just part of the conversation, she’s leading it.

Dubbed a "trailblazer" and "disruptor," her reputation isn't just fluff—it's built on over 20 years of hands-on experience, including significant roles at the World Travel and Tourism Council and KPMG. With a strategic mind and compassionate heart, she's won multiple awards, but it's her impact that speaks volumes. "It’s about creating tangible pathways for women, particularly those from marginalized communities, into the travel and tourism industry," she says.

And her passion for this is long term. Alessandra has dedicated over 15 years specifically to uplift women in her sector, initially with gender consulting firm Shine, and now through the comprehensive offerings of Women in Travel CIC. From training and mentoring to hosting events and programs, her initiatives are more than just a series of boxes to check—they're a lifeline for women seeking income opportunities and inclusion in the sector.

Alessandra's Florentine heritage and her early educational journey in Europe play an influential role in shaping her worldview. "I was born in the beautiful city of Florence, Italy, and did my studies there up to my BA in business," she recalls. An Erasmus year in Germany and a stint in Brussels at the European Commission, where her career in tourism got its start, helped round out a cosmopolitan outlook that she's carried throughout her life.

"I always was and remain a passionate European!" she exclaims, a statement that rings true for someone so deeply invested in international travel. In the bustling city of London, where she's lived for over 30 years, she’s not just in the heart of Europe, but at the epicenter of the global travel industry. "Travel is part and parcel of my life," she says, proudly revealing that her sons can speak three languages and "feel at home in many countries."

In 2018, Alessandra took another monumental step, launching an initiative specifically aimed at increasing the representation and visibility of black and Asian women in travel. It’s moves like these that put her in committee roles for UKHospitality and as a visiting lecturer at the University of Hertfordshire Business School.

Let's be clear: Alessandra didn't fall into activism by accident. When it comes to the travel and tourism industry, the odds have historically been stacked against women and marginalized communities. "For an industry staffed by 55-60% women, it's dominated by men at the top," Alessandra notes, adding that over 60% of all managerial positions in the sector are occupied by men. She herself faced discrimination in senior roles during her tenure at heavy-hitters like WTTC and KPMG. "It was even more evident in the 90s and 00s," she says.

Frustrated but not defeated, Alessandra launched her boutique consulting firm and the industry's first awards dedicated to women back in 2004. "We were real trailblazers as DEI was not even a word back then,” she points out. By 2017, the time had come for her next big move: the award-winning Women in Travel CIC. It's not just about shaking up the status quo, but fundamentally altering it. "The truth is that this industry is fantastic and can provide amazing career opportunities, but employers need to wake up," she emphasizes.

Women in Travel CIC is now a lifeline that caters to the unique challenges facing underserved women, including domestic abuse victims, refugees, and survivors of trafficking. "This requires a lot of education and support for both the women+ and the organizations," she explains. Whether it's through mentorship programs, events, or training, Alessandra is not just talking about change; she’s building it into the very fabric of the industry.

Employers like Google and Diamondair International sponsor these efforts, underlining the scope and credibility of Women in Travel CIC. But what about impact? They’ve got that covered too. "In 2022 we published our first impact report covering 5 years of work," Alessandra says, pointing to cases like Sefanit, who went from trainee to running her own culturally enriching tour in west London.

It's clear Alessandra wants to spotlight the women who are making waves in the industry. "There are still too few women in senior roles," she notes. To address this glaring oversight, she’s used platforms like the International Women in Travel and Tourism Forum (IWTTF) to create diverse role models. The forum, by the way, has "become a very well attended and established event in the space of 4 short years," according to Alessandra.

But the IWTTF isn't just about gender. Increasingly, it’s embracing a broader arena of diversity, equity, and inclusion issues, such as neurodiversity and male allyship. "Neurodiversity really resonated with the 250+ audience as they recognized it affects everyone, yet it is still relatively ignored," she reveals. And you bet they're going to tackle it head-on in the upcoming quarters.

The nitty-gritty of Alessandra’s mission involves practical partnerships with employers and organizations. The idea is simple but revolutionary: ask employers to sponsor a pool of women—identified by Women in Travel CIC through their referral partners—so that these women can go through an extensive 6-month employability program. "This training focuses not only on employability skills but also on industry-specific skills like customer service and digital marketing depending on employers' needs," says Alessandra. The results speak for themselves, with success stories like a woman being employed as a supervisor on a City Cruises ship.  

When Alessandra reflects on her 15-year journey, the insights flow naturally. For one, women are as ambitious and committed as their male counterparts but have different needs. "If anything, women work too hard and have to learn to negotiate and network more effectively," she says. There's also a clear case of cooperation over competition among women, which Alessandra saw vividly during the pandemic. "There is no sustainability in tourism without DEI; social sustainability is about creating economic empowerment for women throughout the sector," she adds, emphasizing the potential for systemic change.  

For Alessandra and Women in Travel CIC, the journey has just begun. "There is still a lot of work to do!" she tells us passionately. With growing Allyship and Corporate programmes, an expanding flagship event in IWTTF London, and the employability program gaining momentum, the organization is on track to tripling the number of women it helps by 2024.

"DEI is a journey, so it is never quite finished," Alessandra concludes, calling the industry to action. "Start small if need be and you will begin to enjoy some tangible benefits, beginning with your own employees feeling like they belong," she advises. It's a message that not only holds the promise of a more inclusive travel and tourism sector but also speaks to broader society.

What's next for Alessandra? Only time will tell, but her trajectory suggests that whatever it is, it will be big. And, no doubt, it will make the travel, tourism, and hospitality industry a far more equitable place for women around the globe. She's turned her years of industry expertise and personal experiences into a social enterprise that's both a testament to her ingenuity and a challenge to the sector at large.

But despite the years and the milestones, Alessandra knows that the journey is far from over. The challenges are numerous, but so are the opportunities. It raises a question that we all must confront: Are we passengers in a system that perpetuates inequity, or are we going to join the ranks of people like Alessandra to steer this ship toward a more inclusive and sustainable future?

Because in a world that's always on the move, standing still is not an option.

Images courtesy of: Alessandra Alonso and IWTTF