Trailblazers of Travel: Why Women-Led Companies Are Reshaping the Way We Explore the World
The Power Of Women's Perspective On the Sustainability, Safety, and Ethics of Travel
For years, the travel industry has largely been shaped through the male gaze and the male perspective. Whether through adventure guides, tour companies, or broader narratives defining what travelers as a whole should see and experience.
As travelers become more diverse, the demand for more immersive, authentic, and culturally aware experiences are also in demand. Women-led travel tours and women-owned travel companies are not just a passing trend, they are an essential shift toward meaningful exploration of our planet.
The Power of A Woman’s Perspective
It’s a fact that women experience the world differently. Our safety, cultural expectations, and even the way history is told all impact how we navigate new spaces and even our old haunts. When travel is guided by women, these nuances are considered, offering a perspective that is often overlooked in mainstream travel narratives.
Women-led tours and guides often bring forth untold stories. On a recent journey to the beautiful island of Moorea in Tahiti, a women-led tour company gave one of the most immersive experiences that I’ve ever had on an island. Yvette of Moorea VIP Tours, picked our group up at Sofitel Kia Ora Moorea Beach Resort, where she was once a long-time employee before setting out to become a travel entrepreneur.
Many women-led travel companies, like Moorea VIP Tours also work with local women guides and instructors, ensuring economic opportunities for women in the travel industry. While not fully matriarchal, Tahitian society does exhibit matrilineal aspects, and when visiting, many of my interactions were with women in ownership capacities. I absolutely love bringing back “a taste” of every destination that I travel to. Whether it’s grabbing native spices, jarred concoctions such as jams or jellies, or even the national spirit…this is one of my must-do things when I travel. And if I find a dish that I absolutely love, I’ll do my best to recreate it for my friends when I get home. Taking an immersive cooking class with Havaiki Brouillet, owner and operator of Atunu Mai Moorea Culinary was beyond my expectations. As a lover of coconut milk, I use it almost 2-3 times a month in collard greens and both vegetarian and fish stews. But, Havaiki’s private class actually showed me and a group of friends how to make coconut milk…from scratch. And it’s not easy! But, I loved having the experience and knowing that just like in many places in the world, French Polynesians take “from scratch” very seriously. She followed up with step-by-step instruction on making the national dish of poisson cru, made from fresh, local tuna, veggies, and the same coconut milk that we just made on her gorgeous porch. I’ve also had amazing cooking classes with male instructors and this is not a knock on them. Yet much like Havaiki’s class, Chef Sandy in Mayakoba, Mexico, the intentionality and reverence to the destination’s home cooks is very authentic when I traveled into these women’s kitchens. I was suggested Chef Sandy’s class by the concierge while staying at Fairmont Mayakoba for a Ricky Martin concert. Her class was stationed in a commercial kitchen in town, she provided margaritas as we cooked (!), and again, much like her counterpart in Moorea, we had lunch after class, and she was an absolute delight as an instructor.
In an industry that, despite having a high percentage of women workers, travel still sees leadership roles dominated by men. By supporting women-led travel initiatives, we directly contribute to gender equity in tourism and economic disparities faced by women in travel. Estelle Touton, Groups & Weddings Manager at Sofitel Kia Ora Moorea Beach Resort, is a prime example of how women can show up as leaders in hospitality and travel. Estelle, a native of France, makes a difference not only at Sofitel in Moorea, but also has amazing relationships on the island with vendors, guides, even drivers, and her wedding guests and group guests have a more immersive French Polynesian experience for her being a part of their stay.
I’ve also found through my journeys, working with women guides and even women who represent local tourism boards, diplomats, and women in hospitality make a difference in having deeper experiences when traveling. Women in travel will notably highlight the contributions of women in the history of the destination you’re touring, showcase female artisans and entrepreneurs, and create itineraries that reflect a more balanced and diverse viewpoint. More often than not, guides prioritize experiences that might otherwise go unnoticed. The difference is felt when attending a women-led tour of Cape Town’s District Six Museum, here you may find a native of the original District Six neighborhood offering her deep and nuanced look into the build up to apartheid as a child and the fall out of the city’s plan for removal of Black citizens from the area as her family was forced to relocate.
Creating Safe and Supportive Travel Spaces for Women
Safety is a major consideration in travel, especially for women, young and older alike. Women-led tours often foster environments where travelers feel more secure and comfortable asking questions, engaging with locals, and fully immersing themselves in a destination without fear of judgment or harm. This is particularly valuable for solo female travelers who may be seeking a deeper connection to a place without the added burden of navigating it alone.
A More Interesting, Sustainable, and Ethical Way to Travel
Women-led travel companies often prioritize responsible tourism. Many work directly with local businesses, ensuring that tourism dollars stay within the community. From women-run hotels, like Sheila Johnson’s Salamander Collection, which includes Palm Beach’s PGA National Resort to adventurous trekking companies like Jeep Tours Cape Town in South Africa, these companies not only choose sustainable practices, but also emphasize ethical interactions in the travel spaces they occupy.
Additionally, women tend to take a more holistic approach to travel. When traveling with Sue from Jeep Tours Cape Town, she discussed with our group, not just the sights during our tour of the winelands of Stellenbosch in South Africa. She also spoke of the cultural, environmental, and economic impact of the Jeep tour. Travelers more and more are looking for experiences that are not just about checking off bucket list attractions but also engaging with a place in a way that respects its people, culture, and traditions.
A Call to Travel Differently and More Distinctly
Choosing women-led travel guides and travel companies is more than just a preference. It’s a commitment to hopefully seeing the world through a more inclusive and diverse lens. It’s about supporting women who are reshaping the industry and ensuring that the stories we hear, the paths we take, and the experiences we cherish are reflective of a broader and richer narrative.
So when you plan your next journey…seek out women-led tours, guides, and companies. The world is full of stories waiting to be told and women are here to tell them.
Check Out Some of These Women-Owned Travel Guide Companies:
This Black woman-owned glamping brand is redefining outdoor recreation. They create inclusive and nostalgic experiences by offering beautifully restored vintage campers from the 1960s and 70s all named after black women in history, providing safe and welcoming spaces for BIPOC individuals to connect during outdoor activities, glamping, or simply enjoying time away. They are on a mission to create safe havens for women in nature across the U.S.
With over 75 trips in more than 60 destinations, AdventureWomen offers adventure travel designed exclusively by and for women. It’s a relationship company committed to providing women with the experiences and opportunities to build new connections with the world, with themselves, and with other like-minded women through travel.
Fit & Fly caters to women seeking a balance of physical activity, cultural immersion, and self-discovery. With retreats in Scotland, Croatia, and South Africa, this woman-owned travel company is interested in branding a refreshing perspective on the intersection of health and wellness, adventure, and community.
Wow! So true what a shift and different point of view. Beautiful piece. Mauruuru Shea I am so grateful 🙏🙏🌺🌺🌺
Great read!!