Www.WomenOfAviationWeek.org Fostering Women Friendly Aviation Businesses Presented by Mireille Goyer Founder of Women Of Aviation Worldwide Week

www.WomenOfAviationWeek.org

Fostering Women FriendlyAviation Businesses

Presented by Mireille Goyer

Founder of Women Of Aviation Worldwide Week

http://www.womenofaviationweek.org/


5 Decades OfWomen At Work

WOMEN’S HISTORY



All pilots (1960-2010)

1960 1970 1980 1990 2000 20100

100,000

200,000

300,000

400,000

500,000

600,000

700,000

ATP (M)ATP (F)Commercial (M)Commercial (F)Not-For-Hire (M)Not-For-Hire (F)

Source: FAA – All pilots except students



Women pilots (1960-2010)

1960 1970 1980 1990 2000 20100

10,000

20,000

30,000

40,000

50,000

60,000

22,423

13,696

8,175

5,580763

1,9764,473

7,29210,218

13,755

4,218

13,685

26,89625,508 24,798

27,451

9,966

29,472

52,902

40,515

35,60736,808**

Not-For-Hire

Commercial

ATP

ALL (for hire)

ALL (w/o students)

ALL (w/ students)

Source: FAA

** Estimated total



Women of aviation (1960-2010)

1960 20100.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

0.09%2.17%0.68%

5.17%

0.06%

17.60%

1.37%

26.00%

MechanicsPilots-For-HireDispatchersATC

Source: FAA & U.S. Department of Labor



Women at work (1960-2010)

1960 20100.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

2.17%

4.30%

9.10%

17.06%

26.00%

15%

31.80%

38.30%

A/C MechanicsPilots-For-HireAerospace EngineersDispatcherATCPolice OfficersDoctors/SurgeonsLawyers

Source: U.S. Department of Labor



All students (1960-2010)

1960 1970 1980 1990 2000 2009 20100

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

200,000

102,067

180,074

173,827

113,656

82,255

63,830

104,352**

5,748(5.33%)

15,787(8.06%)

26,006(13.1%)

15,007(11.85%)10,809(11.61%)8,450(11.69%) 14,767**

Male

Female

59,638 (est.)

8,027(est.)

Source: FAA

** in 2010, student certificates for pilots less than 40 years old stopped expiring after 24 calendar months



Success rate (1990-2010)

1990 1994 1998 2002 2006 20100

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,00082,205

66,501

52,121

65,42161,448

54,06453,498(65%)

34,981(53%)

28,368(54%)31,145(48%)

24,909(40%)

18,440(34%)

Student Certificates IssuedNot-For-Hire Certificates Issued**

Source: FAA

** Note: Some of certificates issued may be issued to existing pilots for a different class or category



Economics of flying (1960-2010)

1960 1970 1980 1990 2000 2010$0

$25,000

$50,000

$75,000

$100,000

$125,000

$150,000

$175,000

$200,000

$225,000

$250,000

$275,000

$39,040

$53,558 $53,973 $49,612 $53,883 $50,221

$93,284

$134,037

$193,464

$210,640 $209,790

$174,900

$19,098 $22,340 $20,300$27,400

$33,048 $29,217

$69,412 $71,601

$95,586

$179,508

$269,500

$3,672 $5,155 $3,660 $3,767 $4,234 $5,800

Income

House

New car

New Cessna 172

40 hours of flight train-ing in 2-seat airplane

AVERAGE

Values in 2010 dollars using DollarTimes.com



Aviation's Silver Lining

MARKETING TO WOMEN



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.



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



Self-assessment of ability

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

41.10%47.10%

55.30%47.20%

WomenMen

Participants were told…

Question: “How would you score your ability at this task?”

Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review



Perception of standards

0.00%

20.00%

40.00%

60.00%

80.00%

100.00%

88.90%82.40%

79.30%83.10%

WomenMen

Participants were told…

Question: “How high would you have to score to be convinced yourself that you have a high ability at this task?”

Source: Correll, S.J., 2004, “Constraints into preferences: Gender, status, and emerging career aspirations,” American Sociological Review



Tips to attract more women

Actively target women



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.



WOAW Certified Women Friendly Businesses



VIP Club Program



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



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



She Is Different

HANDLING THE FEMALE CUSTOMER



The female customer

Researches products and services beforehand

Solicits referrals

Demands politeness

Expects to be kept informed

Prefers plain language communication



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



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



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



Greatest benefits for women (as reported by women pilots)

Additional friendships

Increased self confidence

Challenging activity

Freedom/fun

Overcome fear



Greatest benefits for the aviation industry

Growth of the pilot population

Decrease cost of aviation equipment

Higher enjoyment of activity



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Www.WomenOfAviationWeek.org Fostering Women Friendly Aviation Businesses Presented by Mireille Goyer Founder of Women Of Aviation Worldwide Week