To mark International Women’s Day, and Women’s History Month, we talk to Caroline Dyos, Director of Sales at Holiday Inn London Shepperton. Fitting the theme of the month, Women Leading Change, Caroline leads the sales function for both the hotel and the standalone event space, Storyboard at Shepperton with 18 years of hospitality and event agency expertise behind her…
What does International Womenโs Day mean to you personally and professionally as a leader in the female-heavy hospitality and events industry?
International Womenโs Day for me is about celebrating and acknowledging the amazing women Iโm lucky enough to work with every day. At Holiday Inn London Shepperton, Iโm surrounded by talented, hardworking women who inspire me constantly.
Professionally, itโs also an opportunity to recognise the important role women play in hospitality and events. While the industry is female-heavy at many levels, women are still underrepresented in some senior positions.
Personally, the day is also a reminder of the importance of giving back. Iโm very involved in community and charity work, and I see every day how powerful it can be when women support and uplift one another. International Womenโs Day is about recognising achievements, supporting each other and continuing to lift one another up.
How did you mark International Womenโs Day in your organisation?
In hospitality, supporting people and communities is something we do throughout the year, but International Womenโs Day is a great opportunity to highlight that even more.
Outside of work, Iโm very involved in my local community as Vice Chair of the Stanwell Community Group, having previously served as Chair. We are now part of the Surrey Care Trust and organise local events and initiatives that bring the community together, from seasonal events to neighbourhood gatherings. Our small volunteer team is made up predominantly of women and we work to support community projects and local fundraising activities, and those values very much align with the hospitality industryโs focus on people and connection.
The IWD 2026 theme is #GiveToGain โ what does โgivingโ look like in order to create meaningful, lasting progress for women in your industry?
The theme #GiveToGain resonates strongly with the hospitality and events industry because at its heart, hospitality is about giving. We give our time, energy, creativity and care to create experiences for others.
For me, giving also means supporting the wider community. We are involved in initiatives such as Surplus to Supper that show how businesses and communities can work together to reduce waste and help people in need.
We also host informal gatherings, such as coffee mornings, where our leisure club members, clients and guests can come together. Many of our clients and guests are women, so these events naturally become opportunities to build connections and support networks. When we give our time and support to others, we ultimately create stronger communities and a stronger industry.
The UK events and hospitality industry is female-dominated at entry level, but fewer than 30% of top roles are held by women. Why do you think this is?
The hospitality and events industry attract many women at entry level, but as careers progress, people often move into related sectors. Many professionals move sideways into event agencies, corporate event teams or other industries where their hospitality skills are highly valued.
That said, the industry is evolving and becoming more collaborative at leadership level. At Holiday Inn London Shepperton and Storyboard at Shepperton, there is a strong mix of men and women in senior leadership roles, which creates a balanced and supportive environment with different perspectives that ultimately benefits both teams and clients.
What advice would you give to women wishing to climb to the top within the industry?
My advice would be to explore the many different roles that hospitality offers and not feel pressured to specialise too early. There are so many areas within the industry, from events and sales to guest services and operations, and each one offers different opportunities and experiences.
I recently had the chance to speak with hospitality and events students at the University of Surrey, particularly second- and third-year students preparing to enter the industry. Many were asking about the differences between working in venues, hotels and event agencies.
My advice was to stay curious and try different roles early in your career. You might think you want to work in events but discover you love guest services or start in a venue and later move into an agency. The hospitality industry is incredibly varied, and exploring those different paths can help you find the area where you thrive most.
Our series of Female Leaders interviews this Women’s History Month include Sarah Beall, MD and Carly Walker, Commercial Director at Forum Events & Media Group. We also spoke to Julia Green, Sales & Commercial Manager at Center Parcs.
