Recently, I had the pleasure of speaking at an International Women’s Day event hosted by the company, Travelier. During the discussion, I was asked about the importance of encouraging travelers to support women-owned businesses and why it matters. While Unearth Women often shares stories dedicated to pointing travelers toward women-owned places, it had admittedly been a minute since I considered the “why” behind that mission.
Did you know that women entrepreneurs are more likely to reinvest in their families and local communities, leading to greater social and economic impact? By choosing to shop at that woman-owned store or stay at that woman-run hotel or dine at that restaurant helmed by an all-women team, you, as a traveler, are not only positively impacting a local economy, but are promoting gender equality in the process.
We often forget that we, as travelers, have power regardless of our following or influence. We each have power in how and where we spend our money, for example. We can choose to shop at stores selling mass-produced tchotchkes, or we can support the handcrafted work of a local female artist. We each have power in how we share our travels, too. We can choose to amplify unethical animal tourism, such as riding elephants in Thailand, or we can highlight that fantastic woman-led walking tour instead, run by that independently owned and operated tour company. While it may not seem like it, our choices—and who we share those choices with—can create waves of influence in how others move through the world, even if it’s just our friends and family.
I want to think that Unearth Women helps travelers both consider their power and share a way to enjoy a destination not at the detriment of its environment and economy but at its benefit.
This is all to say that supporting women is crucial, and considering how we travel is important, which is why I was so excited to come across Greether. This tech-based platform, founded by Vanessa Karel, is not only woman-founded but has a mission that connects women traveling to verified local female guides—known as “Greeters”—to promote safer and more enriching travel experiences at their destination.
In other words, your local Greeter can take you beyond tourist attractions to help you connect to a place in a more meaningful and positive way. Operating in over 1,000 cities across 100 countries, Greether is all about empowering women who travel and local women with a passion for sharing their destinations. In the latest Woman to Watch interview on Unearth Women, Greether’s founder, Vanessa Karel, shares the story behind her company and how it impacts travelers.
Unearth Women: (UW): Could you tell me what initially inspired the creation of Greether?
Vanessa Karel (VK): The idea for Greether was born from my personal experiences as a solo female traveler. I started traveling alone at a very young age, always choosing destinations that seemed safe for women and easy to navigate on my own. However, I constantly wanted to go further and didn’t want to wait for others to join me. Unfortunately, I encountered many uncomfortable situations that left me feeling extremely vulnerable.
In 2020, during the early days of the pandemic, I got stranded in Morocco, in a city I was never supposed to arrive in. That experience made me realize there wasn’t a dedicated service to help women navigate travel with fewer risks. As I made my way through the country, I faced several frightening situations that pushed me to seek female guides or local women to connect with—yet I could only find one.
Upon returning home, I conducted research, interviewing hundreds of female travelers. I discovered that 90% of them had faced the same challenges I had and were looking for a solution. That’s when I realized there was a significant gap in the travel industry for women who, like me, wanted to explore the world with confidence and access to empowering resources. Greether was created to bridge that gap—to empower women to travel confidently while also supporting other women in the process.
UW: What are some of the challenges facing solo women travelers today?
VK: Women face a unique set of challenges when traveling alone. Safety is often the biggest concern—whether it’s dealing with harassment, navigating areas where cultural norms might be unfamiliar, or simply trying to find reliable transportation.
Another challenge is a lack of access to the right kind of local insights. Many travel resources don’t account for the specific needs of female travelers, such as which neighborhoods feel safe, how to dress appropriately in certain destinations, which places to avoid, or even where to find women-friendly spaces.
Lastly, the fear of loneliness is also a factor—solo travel is an incredible experience, but having someone to share parts of the journey with can make it even more meaningful, and many women stop themselves from traveling solo for fear of feeling lonely. Greether tackles loneliness as well, and many of our travelers express how they got way more out of their experience than they anticipated.
UW: How, in your opinion, does Greether aim to make travel easier and safer for women?
VK: First, we connect female travelers traveling solo or in groups with their verified local female Greeter before their trip even begins. This allows them to receive local insights, personalized recommendations, and safety tips, making them feel more prepared and confident.
Travelers also have the flexibility to choose their meetup spot, which is especially helpful when arriving in a new place. Navigating public transportation can be overwhelming, especially with language barriers, so our Greeters meet travelers at a location they choose—whether it’s outside their hotel, at a train station, or even at the airport in some cities.
Each traveler can personalize their experience, telling their Greeter what they’re interested in seeing or doing. All Greeters are also required to share safety tips throughout the experience.
What makes Greether different is that it’s designed specifically for women—no other travel service matches this level of detail. By pairing women travelers with trusted local female Greeters, we provide a safer, more empowering, and more personalized way to explore the world with confidence.
UW: For those unfamiliar with your company, how does Greether work?
VK: Greether is a global platform that connects women travelers with verified local female Greeters guides in over 1k cities across over 100 countries, offering personalized, safe, and sustainable travel experiences.
Travelers can customize their experience based on their needs, interests, and schedules. Once they have a trip planned, they can search for available Greeters on our web app, select their destination, and book a local Greeter for their preferred date and time.
After booking, travelers are matched with a verified local woman who will meet them at a designated location—whether it’s their hotel, metro station, or a café—and help them navigate the city. Before their meeting, travelers and Greeters can connect to ask questions and get recommendations.
The experience feels almost like having a friend in that destination, waiting to show you around. In fact, our slogan is: “Your local bestie wherever you go.”
Whether a traveler is experienced traveler, going on a girls trip or traveling solo for the first time they are able to use our experiences for a great introduction into the destination they are visiting, wants a walking tour, help with transportation, or just someone to grab coffee with and chat about the city, Greether makes it possible.
UW: How are local greeters verified on your platform?
VK: Safety is our top priority, which is why we have a thorough verification process in place. Our platform uses identity verification software to confirm all users’ identities. While travelers go through a simpler check, Greeters undergo a rigorous screening before joining Greether.
Each Greeter completes an application, where we review their experience, background, and motivations. We prioritize licensed female tour guides and welcome local women with travel expertise or valuable insights for visitors. Many applicants go through interviews to assess their knowledge and suitability.
We also monitor traveler feedback and ratings to maintain a high standard of service and a trusted community of local female Greeters worldwide.
UW: What are some examples of experiences that Greethers can help facilitate?
VK: Greeters offer all kinds of fun, personalized experiences based on what travelers want! Some need a friendly local to show them around, while others want something more unique.
For example, a traveler might want to dive into Istanbul’s art scene, track down the best vegan tacos in Tulum, or go on a spiritual journey through Bali’s temples. We’ve had travelers ask their Greeters to join them for dinner, help them shop in Morocco’s souks, or even be their hiking buddy through Italy’s wine region—because let’s be real, exploring with a local always makes the experience better.
Greeters are pros at helping travelers avoid tourist traps, uncover hidden gems, and navigate language barriers, whether it’s ordering food or figuring out transportation. Whether you’re into food tours, cultural experiences, or adventure activities, Greether makes sure your trip is exactly what you want it to be—memorable, fun, and totally stress-free.
UW: In light of ever-shifting political, environmental, and social climates—how has Greether needed to adapt?
VK: Greether is, above all, a for-progress company committed to reducing safety risks for women, creating jobs for women, and promoting sustainable tourism—all of which align with key UN Sustainable Development Goals (SDGs).
As the world changes, our mission remains stronger than ever. We recognize how crucial it is for the travel industry to adapt and implement initiatives that preserve culture, protect nature, and create a positive social impact.
Through our services, we’re not just enhancing travel safety—we’re also empowering women economically. So far, we’ve provided job opportunities for women in over 100 cities, and we’re committed to expanding that reach even further.
UW: Where do you hope Greether will be five years from now?
VK: In five years, we see Greether revolutionizing the way women travel—not just helping thousands but millions of women explore the world with confidence and ease. We aim to be the go-to global platform for women seeking safe, authentic, and empowering travel experiences while creating sustainable jobs for thousands of local women worldwide.
We don’t just want to be a service—we want to reshape the travel industry, setting new standards for safety, inclusivity, and cultural connection. As we continue to grow, we’re building a powerful community of women travelers and Greeters, co-creating the future of travel together.
Our mobile app will be a game-changer, making it even easier for travelers to connect with Greeters, and our B2B partnerships with major travel corporations will expand our impact on a global scale. Greether isn’t just a platform—it’s a movement. In five years, we want every woman to know that wherever she goes, there’s a trusted local bestie waiting to welcome her and resources to help her.
UW: What is your advice to women looking to launch their own travel-focused start-ups?
VK: Find a problem you are desperately passionate about solving, but passion isn’t enough; you need discipline, perseverance, and a lot of persistence. Be willing to make mistakes, but make them fast, as this is the way to learn and improve. But most importantly, make sure that whatever your solution is, it is helping people, the planet, or a specific community. The world needs more solutions that help others, and there are a lot of things to solve that make great businesses.
UW: Lastly, what is on your travel bucket list?
VK: Nepal—without a doubt! This trip has been postponed multiple times for various reasons, but I know I want to do it solo. I’ve been dreaming of hiking the Langtang Trek for a long time.
I originally planned to go in 2020, but then—well, we all know what happened to the world. Instead, destiny took me to Morocco, and, as we now know, that journey led me to found Greether. Sometimes, detours are actually redirections, and I truly believe I was meant to create Greether.
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