Shattering the Manolos | Women in Leadership

For my master thesis, I explored gender equality and the progression of expatriate women in leadership positions in the hospitality industry in the United Arab Emirates (UAE) through ethnographic research and in-depth interviews among female and male leaders working in the industry in early 2021. Studies and surveys show that having a balanced and diverse workforce is essential, and many global hospitality companies are actively pursuing diversity throughout all levels of the organisation. My research revealed an unequal representation of gender in leadership positions in the hospitality industry in the UAE and a traditional mindset around gender roles. Why do you ask? Herewith are some possible answers to this question.

Don't give me targets. Tell me why!

Only some companies promote or talk about diversity throughout their organisation, even though they actively share their initiatives on social media platforms and websites. Some companies have active diversity programmes in place. However, they are created with a Western mindset. Not every employee in the UAE working in hospitality shares this same mindset. The women in leadership programmes can be perceived as imposed, causing frustration among employees and could cause a bias towards the female employees. And, therefore, compromising the implementation of these initiatives. Companies sometimes need to explain across all levels within the organisation why having diverse teams is essential; diverse teams and creating an inclusive environment will result in a more harmonious and content workforce representing and understanding all customers instead of targeting one group.

One day there is no need for a lady boss, just a boss

The hospitality industry can be perceived as male-dominated in the Middle East. Some employees in leadership roles adopt masculine characteristics, regardless of gender, to progress in their careers and be heard and respected by colleagues. Stereotyping gender also comes into play when discussing appearance, where female employees must adhere to different beauty standards than male employees. These findings reinforce the mindset around traditional gender roles in the industry.

Yalla habibti

There are more support systems set up for men than women. This could be attributed to the fact that more men are working in the UAE than women. Companies must create space within their teams for female leaders to progress in their careers and have an ongoing narrative celebrating more female role models. Men should open their networks to include other genders. On another note, women also need to learn to be more supportive of each other in career progression. Women can block each other in male-dominated companies as women will need to work harder and prove themselves.

Where the impossible is possible

There is a misconception about the image of the UAE, where women are perceived to be repressed and unequal. However, the UAE government is actively implementing programmes to achieve gender equality and empowerment of women as part of their development goals for the country. This view can be linked to the UAE's traditional patriarchal nature and religion's influence. Participants moved to the UAE because of career opportunities, either through internal or external recruitment, or they moved away from a traditional lifestyle and opportunities they would not have at home. Female expatriates only sometimes choose to work in the hospitality industry due to the dynamic image of the industry. Some female leaders decided to move to follow their husbands. These motivations will reinforce the traditional division of gender roles and provide an unequal balance of gender in the workforce.

Finally, I would like to highlight that the UAE is a young and emerging country, and the diversity programmes implemented by global companies and the UAE are only starting to take shape now. It will take time.

To learn more about my research, feel free to reach out.