According to data compiled in 2023 by Passport Photo Online, the majority of solo travelers today are women at 84%, compared to male solo travelers who make up only 16%. Additionally, 59% of female solo travelers said they’d go on a solo trip again. However, 48% of solo travelers say safety is their top concern. A quick google of the phrase “female solo travel safety” will bring up a plethora of articles and blog posts, sharing personal experiences from women telling their own stories, wanting to prevent others from being victimized while traveling. From a list of items packed in travelers’ safety kits, to places to avoid and cultural know-how, the advice for women to stay safe while traveling is extensive.
What if you could find a one-stop source for all the information you need before embarking on a trip, whether solo or with a group? Serial entrepreneur and avid traveller Vanessa Karel has created a unique and innovative platform for female travelers, which is being heralded by PhocusWire as one of the Hot 25 Travel Startups for 2024.
Greether is a travel service dedicated to enhancing the safety of female travelers globally. Connecting women with verified local female Greeters, the platform allows for customizable and personalized travel experiences, empowering women to explore cities with confidence. It’s not just about keeping solo female travelers safe, it is also about creating a world where they can connect with others, make lasting friendships, and make the most out of their adventures.
The startup’s mission aligns with critical Sustainable Development Goals (SDGs), focusing on reducing safety risks for women and increasing income opportunities through sustainable tourism. In just a year, Greether has organically grown its user base to span over 100 countries and 900+ cities globally.
Greether stands out by empowering women to explore the world safely with the support of a global network of female Greeters. These Greeters, often mothers, students, or tourism professionals, are passionate about social impact, making Greether a unique and impactful platform. Their commitment to sustainability and improving the quality of women’s travel led to its recognition as a “Tourism Promise” by CNET (National Tourism Business Council of Mexico).
The issue of safety while traveling is extremely important to the Greether team. They have conducted their own research in their development, and taking into consideration the safety concerns studied by other major travel companies. Here are more insights:
- A research conducted by Greether to over 500 female travelers discovered that 90% of their top concerns while traveling was their safety, navigation, communication and how to fit culturally.
- According to a study by Booking.com, 50% of women consider safety a top priority when choosing a travel destination.
- A survey by the Global Business Travel Association found that 83% of women have experienced a safety-related concern or incident while traveling for work.
- A report by Solo Traveler World found that 81% of female travelers have experienced some form of harassment or assault while traveling.
- A survey by Hostelworld found that 76% of women said that they felt more comfortable staying in a female-only hostel.
These statistics underscore the critical role of services like Greether, offering female travelers a secure and supportive community as they explore new destinations.
Ahead of the holiday season where many women are about to embark on travels around the world, we had a chance to speak with Vanessa about her founder’s journey, the impact of being a Latina entrepreneur in the travel startup space, and how travel can be a source of empowerment for women, whether done solo or in a group.
Where did your love of travel begin, and what is your earliest memory of traveling?
My parents took any opportunity to travel when I was little, so much that they even took me on a trip the first week I was born. I grew up constantly hearing my parents tell me that one day I would be traveling the world, have a fun job and be successful. I thank both of my parents for inspiring me to be curious, humble and adventurous. They weren’t wrong, I have had the privilege of traveling to many places and now, having a really rewarding career.
Among your travel adventures, have you encountered unsafe situations or felt unsafe at times?
Yes, unfortunately many times…
How did the idea for Greether come about and what has been your process for launching it?
It’s a long story, but in short: I started solo traveling at a very young age, but I always chose destinations that had good reputations for female travelers, however I kept dreaming of going to other places that aren’t necessarily labeled as “safe” for women to travel to. Navigating Morocco in 2020 during the early pandemic highlighted the need for a service connecting me to trustworthy locals for guidance. Unfortunately, I faced scary situations that discouraged many women from solo travel.
As the first in my family and friends to embark on solo journeys, I envisioned a solution to empower women, leading to the creation of Greether. As someone with an entrepreneurial mindset, a clear vision and passion I knew I could achieve it. I strongly believe in the immense potential and positive social impact that Greether brings to the world. We aren’t just here for solo travelers, we allow groups of women traveling together as well. This opens the doors for friends traveling together and even single mothers who want to travel with their children.
Why do you think so many more women are choosing to travel solo these days?
More than ever before women are aware of the importance of celebrating their independence. We have more spending power and are by nature empowered and curious. Most of our travelers are looking for ways to travel consciously and sustainably. Women traveling the world creates a great social and economic impact.
How does the platform work, and what can a traveler use it for?
- Through our web application, female travelers can sign up, create a profile, and get verified.
- Greether verifies all users through sophisticated software that verifies identity and selfie authenticity, and Greeters go through an onboarding process and training from our team.
- Travelers book a local Greeter in the destination they are going to and our system matches them with the right Greeter based on their needs, interests, and even languages.
- It is a “Choose your own adventure” type of experience in which through the booking process you tell the Greeter where you want her to meet you, when, and for how long. The length of the time and city determines the prices. Greether takes a small commission from each booking for transactional and verification costs, and we pay the Greeter the remaining amount.
- Once a booking is confirmed you have direct contact with your Greeter before, during, and after your meetup which is super helpful as you can count on someone helping you with suggestions or tips during your whole travel journey.
Travelers aren’t only getting an authentic experience through our services but also are supporting women’s economic power through travel, empowerment, and fun – it’s a win-win! Our services are quickly expanding and, in fact, we have users signed up in over 100 countries and 900 cities globally.
How does Greether support sustainable tourism?
Greether targets some of the most important SDGs and sustainable UN development goals, such as reducing safety risks for women and increasing income opportunities for them through sustainable tourism. We have been recognized for our mission by global leaders such as UNWTO who selected us as one of the 4th most innovative female empowerment travel companies globally and we have been awarded the prize of “Promise of Tourism” for the impact that our company creates in Tourism globally.
What does it mean to be an authentic traveler?
An authentic traveler is someone who is ready to be surprised, to learn, someone open to challenging the way they thought a place was going to be like. An authentic traveler is someone who wants to break the stereotypes that society has about that destination.
As a Latina founder, what has your entrepreneur journey been like, especially knowing how much investment and funding goes toward male-founded companies?
The disparity in investment and funding towards male-founded companies is evident, and while I can’t quantify the impact of my Latina identity on my career, I believe it has played a role. Navigating this space has required extra effort, follow-ups, and resilience, but that is ultimately my superpower. I am very disciplined and hard work does not scare me at all.
What are some of the benefits of traveling solo, that you can personally attest to? What are some of the biggest lessons you’ve learned about yourself and the world from traveling?
Traveling solo has had so many positive benefits in my life, and more women need to experience that feeling of realizing they are capable of doing whatever they want, wherever they want, and whenever they wish to do it. Travel has taught me how much I enjoy my own company, it has made me less attached to relationships and things, and has made me very self-aware of my growth but most importantly, it has made me happier.
For someone wanting to use Greether for the first time, what do you want them to know?
You’ll get the best experience if you engage with your Greeter before your trip begins, share why you are traveling there and what is making you excited about your trip. This way your Greeter can personalize your experience to your interests in the best way possible.
What has been your fave travel destination so far, and which global or domestic location is next on your travel list?
Choosing a single favorite destination is a challenge because many of the places I would choose that I’ve traveled to have made me feel at home. The sense of safety while hitchhiking in Iceland amongst rainbows and waterfalls, the curiosity to be part of the community in Morocco, and the warmth of the locals there were unforgettable. Portugal captivated me with its architecture, dreamy food, and music. Each experience has been special. As I plan my future travels, Tanzania and Nepal are high on my list of destinations to explore next.
If this interview with Vanessa Karel has inspired you to book your first solo or group travel adventure, head over to Greether to learn how you can stay safe and make your experience fun! You can also follow Greether on Instagram, Facebook and Twitter.
