To mark International Women’s Day on 8 March, we sat down with Lisa Roads, a holiday let consultant and coach who recently founded the Women in Short-Term Rentals community. Lisa shares her journey, the challenges women face in the industry, and her vision for creating a supportive network for women in the sector.
Tell us about the group you’ve set up and why you decided to create it?
LR: I started the Women in Short-Term Rentals community in mid-December. The idea came from attending industry events and noticing a lack of representation of the women I knew were out there. Proportionately, more women were coming into my coaching community, and it became clear they were looking for a space to connect.
I realised there weren’t many regular networking opportunities for people in short-term rentals. In other property investment markets, there are established networks like Your Property Network, but I didn’t see anything similar for our sector. So, I decided to create that space.
Since December, we’ve grown to 253 members in one group and around 290 in another. It’s been incredible to see the response and the need for this kind of community.
What’s the difference between the two groups?
LR: One group is my coaching community, which is free to join. I offer general advice and support to anyone who asks questions. The other group is specifically for networking and support, with a strict no-selling policy.
Once a month, I organise online networking sessions where members from all over the world can connect. It’s been amazing to see the generosity and support within the group. For example, one member who runs a glamping business offered to share her expertise with anyone considering entering the glamping market.
It’s not just about work, though. We’ve had members dealing with health issues, family challenges, or relationship breakdowns, and the group has become a safe space for them to find support.
Why do you think women aren’t attending industry events as much as men?
LR: There are several barriers. Firstly, logistical challenges like family commitments can make it difficult for women to attend events, especially if they involve travel or conflict with school pick-ups.
Cost is another significant factor. Many women don’t have the budget to spend £1,000 or more on an event ticket. There’s also the question of value – if you’ve never been to an event before, it’s hard to justify the expense.
Then there’s the perception that these events are male dominated. Many women feel intimidated walking into a room where they don’t know anyone. I’ve heard feedback that the same people often speak at these events, which can make them feel less inclusive.
I’ve been working to change that by encouraging more women to attend and promoting events like the Short Stay Summit and Your Air Success. I’ve also been asking event organisers to consider live-streaming sessions so those who can’t attend in person can still benefit.
What can the industry do to encourage more participation from women?
LR: Women often feel more comfortable attending events if they know other women will be there. I’ve spoken to event organisers about creating an ambassador programme to help women feel more welcome.
For example, at the Short Stay Summit, we’re organising a networking lunch where women can connect with others they’ve met online. It’s about creating a sense of community and making events less daunting.
I also think event agendas could be more inclusive. There’s room for topics specifically relevant to women running businesses, which could attract more female attendees.
What are the common challenges women in your group are facing?
LR: Overwhelm is a big one. Many women are juggling busy businesses, family life, and personal commitments. They’re often trying to scale their businesses while dealing with regulations, difficult landlords, and operational challenges.
A lot of them are still handling too much themselves, whether it’s quality control, finances, or day-to-day operations. I often ask them, ‘What’s draining your time? What can you delegate?’ Sometimes, they just need a sounding board to realise they need to hire an operations manager or outsource their finances.
Cash flow is another major issue, especially for those reliant on OTAs. If you’re not getting paid until 24 hours after a guest arrives, scaling your business becomes incredibly challenging.
How would you like to see the Women in Short-Term Rentals community develop over the next year?
LR: I’d love to organise more in-person meetings and local events. It doesn’t have to be women-only, but the goal is to get more women involved and create opportunities for them to connect.
I’m also talking to event organisers about live-streaming sessions and making agendas more inclusive. For example, at the Short Stay Summit, we’re partnering with yhangry, a brilliant female-led business, to host a networking lunch. It’s a great way to bring people together in a relaxed setting.
In terms of the industry generally, how have you found operating as a woman in this sector?
LR: Culturally, it depends where you operate. When I started my business in Cyprus, there were very few women running businesses. While that’s changed, it’s still a male dominated environment. I’ve faced challenges, like being stared at in male dominated places like Limassol Port or being asked, ‘Where’s your husband?’ when dealing with authorities. Men often assumed I needed their help to run my business, which was frustrating.
However, I’ve learned to use my strengths – like building relationships and staying calm under pressure – to my advantage. Smiling, staying friendly, and seeking help when needed got me far. This isn’t about criticising men but addressing the imbalance. Women make up a significant portion of the hospitality sector, yet they’re under represented in the narrative. I want to change that by creating spaces where women feel supported and visible.
What’s your advice for women and girls interested in joining the short-term rental sector?
LR: Embrace your differences and go for it if you’re passionate about it. Women often hold themselves back by striving for perfection, which can slow their growth. Don’t be afraid to ask for help or seek support from communities like ours.
Build authentic relationships – whether it’s with landlords, guests, or other industry professionals. Those relationships can be incredibly valuable in the long run.
Finally, can you give us three shoutouts for women in the industry you admire?
LR: Absolutely! Fiona Campbell is a huge inspiration. She’s someone who doesn’t just talk about problems – she takes action to solve them. I keep saying ‘Vote Fiona!’ because I think she should be the next prime minister!
Daniela Derin is another amazing woman. She pivoted from the restaurant business to short-term rentals and has built a successful property management company. Her ability to adapt and learn new skills is incredible.
I’d also like to shout out Sally Henry, who’s always at the forefront of industry events, making complex topics like data accessible and engaging.
How can people join your groups?
LR: We have a Facebook community called Women in Short-Term Rentals. Anyone can join by searching for the group. If you’re interested in attending our events, just reach out to me, and I’ll let you know what’s coming up.
Here’s how to connect with Lisa:
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