(CNN) --It's just as likely for a female executive to be on the road for business as a man these days.
The travel trade industry is beefing up its safety and security services in a bid to win over women travelers.
"We've seen a lot of changes and a lot of awareness about women's needs in terms of security and what services they want," Jackie Brierton from Prowess, a women's enterprise association told CNN.
The Hotel Teatro in Denver, Colorado, sends staff out to escort female joggers, whereas the car hire company Sixt now walks women to their vehicles if parked in a dark parking lot.
Women are now estimated to be 40 percent of all business travelers, according to a survey earlier this year by New York University in the U.S.
"If a hotel says my room number out loud, I immediately say: 'Excuse me, I would rather you didn't say that. Can you give me another room that you haven't stated,' " says Pauline Young of the Association of Women Travel Executives.
Last year one in five female executives said security was their most important concern when choosing a hotel, according to a U.S. survey by John Portman and Associates, a hotel-architecture firm.
Three quarters wanted a TV screen in the room so they could see anyone outside their room door, while 84 percent said they wanted panic buttons in the room to alert the front desk.
In some countries, it doesn't matter what security services are on offer, it can still be unusual and daunting for women to travel alone.
"There's no point in getting agitated about this. You have to accept cultural differences. It's easier to wear a wedding ring, even if you don't normally," says Kathy Pack and independent travel writer.
Bath amenities, spa services
Aside from addressing safety issues, some hotels are also trying to entice women with amenities that have more to do with personal needs than with business.
Some even offer women-only floors, while one hotel in Singapore offers "the Venus Room" a special category of accommodation designed for women travelers "who appreciate a feminine touch."
The NYU survey found that the top three amenities women "must have" to be productive on the road are a mini-bar, brand-name bath amenities and spa services.
Earlier this year the Windsor Hotel in Melbourne, Australia welcomed women with the "Business Pamper Package," which included skin care products and use of the fitness and business center.
Other hotels from Stockholm to the U.S. are also throwing in regular yoga sessions for their female business travelers.
