1 / 28

Fostering Women Friendly Aviation Businesses

Fostering Women Friendly Aviation Businesses. Presented by Mireille Goyer Founder of Women Of Aviation Worldwide Week. Women’s history. 5 Decades Of Women At Work. All pilots (1960-2010). Source: FAA – All pilots except students. Women pilots (1960-2010). Source: FAA ** Estimated total.

laszlo
Download Presentation

Fostering Women Friendly Aviation Businesses

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Fostering Women FriendlyAviation Businesses Presented by Mireille Goyer Founder of Women Of Aviation Worldwide Week

  2. Women’s history 5 Decades OfWomen At Work

  3. All pilots (1960-2010) Source: FAA – All pilots except students

  4. Women pilots (1960-2010) Source: FAA ** Estimated total

  5. Women of aviation (1960-2010) Source: FAA & U.S. Department of Labor

  6. Women at work (1960-2010) Source: U.S. Department of Labor

  7. All students (1960-2010) Source: FAA ** in 2010, student certificates for pilots less than 40 years old stopped expiring after 24 calendar months

  8. Success rate (1990-2010) Source: FAA ** Note: Some of certificates issued may be issued to existing pilots for a different class or category

  9. Economics of flying (1960-2010) Values in 2010 dollars using DollarTimes.com AVERAGE

  10. Marketing to women Aviation's Silver Lining

  11. Why seek female customers • Control more than half of the wealth • Primary buyer in households • High growth of women earning $100,000 or more (x3 in last 10 years) • Under-targeted market • Loyal customers • Likely to spread the word Businesses that chose to meet the higher demands of female customers found that, as a result, their male customers’ level of satisfaction increased.

  12. Women and aviation • Lack of awareness of opportunities • Perception of aviation as • requiring high ability in math and mechanics • a male activity • Fear of isolation • Fear of flying • 20-30% of people are uneasy about flying • 6.5% have a flying phobia

  13. Self-assessment of ability Question: “How would you score your ability at this task?” Participants were told… Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review

  14. Perception of standards Question: “How high would you have to score to be convinced yourself that you have a high ability at this task?” Participants were told… Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review

  15. Tips to attract more women • Actively target women

  16. Women Of Aviation Week • Held annually during the week of March 8 • Worldwide • Friendly competitions & contests • Open-door events & museums’ special exhibits • Media coverage Celebrate History. Raise Awareness. Shape The Future.

  17. WOAW Certified Women Friendly Businesses

  18. VIP Club Program

  19. Tips to attract more women • Actively target women • Create inclusive descriptions of a good pilot, good mechanic, good etc. • Publicize average scores and standards • Address all women as viable potential customers

  20. Tips to improve aviation’s women friendly image • Aviation media featuring active Women Of Aviation • Products available in women sizes and apparel available in women styles • Major aviation publications avoid using “he” as the generic pilot • Celebration of women’s achievements

  21. Handling the female customer She Is Different

  22. The female customer • Researches products and services beforehand • Solicits referrals • Demands politeness • Expects to be kept informed • Prefers plain language communication

  23. The women-friendly business • Polite and considerate staff • Service with a “can do” attitude • Good and respectful listening skills • Clean and comfortable facilities • List or photo collage of local female pilots • Flexible scheduling • Children play areas

  24. The female student (as observed by flight instructors) • Lack of confidence • Too hard on herself • Greater fear factor • Lack of aggressiveness • In mixed environment, unlikely to ask questions • Excellent pilot after overcoming personal barriers

  25. Greatest barriers to women’s success in training • Lack of encouragement • Lack of emotional support • Instructor fit • Inadequate equipment • Assumed as stupid, if not mechanical • Limited spatial skills • Inappropriate syllabus/teaching style

  26. Greatest benefits for women (as reported by women pilots) • Additional friendships • Increased self confidence • Challenging activity • Freedom/fun • Overcome fear

  27. Greatest benefits for the aviation industry • Growth of the pilot population • Decrease cost of aviation equipment • Higher enjoyment of activity

  28. To join us, visit: www.WomenOfAviationWeek.org

More Related