“Although the question of what women want has sometimes proven elusive, women business travelers have begun to define the hotel experience with a clear and consistent message about the need to feel safe, comfortable, empowered and pampered,” according to the report. “As women push through to higher rankings in the workforce they are naturally traveling more and in some areas are making up to 40% to 50% of all business travelers,” said Carolyn Pearson, CEO and founder of maiden-voyage.com, a social network for female business travelers. “Hotels who are taking note of this trend are cashing in by appealing to this market and working hard to delight the female traveler to retain loyalty and referrals. Women control up to 80% to 85% of travel purchases,” she said. Get the full story at Hotel News Now Download "Creating Value for Women Business Travelers: Focusing on Emotional Outcomes" at Cornell University