A new study by Nexion Travel Group shows the power that women hold in the travel industry — both as business leaders in the travel advisor profession and as decision-makers on the consumer side of the market.

Nexion surveyed members of its Circle of Excellence, MillionAir and Advisory Board, segments of its network that represent some of the company’s highest-performing travel advisors. Ninety percent of the respondents identify as women, and 70% of the group (including male advisors) report that their travel agencies are made up of at least 76% women. That figure represents both employees and independent contractors.

“It is not surprising to see so many of our top producers are women, or that their agencies are powered by women,” said Jackie Friedman, president of Nexion Travel Group. “What’s especially exciting is how these advisors are building successful businesses while cultivating strong female client bases and creating agencies where women can thrive professionally and economically.”

What’s more, survey responses show that women are deliberately choosing the advisor career as a flexible pathway to entrepreneurship and professional independence, fueled by a personal passion for travel. Three main reasons for launching a travel business emerged in the study: the opportunity to travel, the ability to own a business and the chance for better work-life balance.

Among Nexion’s clients, women are also driving the majority of trip purchases. Surveyed advisors say that 64% of their clients are women making travel decisions on behalf of others. Female group trips make up another 15% of bookings, and 11% of agents’ clientele are solo female travelers. Altogether, the figures show that female travelers are a major force driving the economics of the industry.