Vanessa Karel is a finalist for Startup of the Year in recognition of her company Greether. The company connects women travelers with trusted local women while opening economic opportunities through safe and flexible gig work.
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- 7 minute read
Every year, the Bessie Awards celebrate the people and companies who are shaping the future of travel for women. Hosted at WITS Creator Summit, Wanderful’s annual gathering of travel creators and industry leaders, the Bessies recognize women making an extraordinary impact across the travel ecosystem—from entrepreneurs and storytellers to innovators and community builders.
The awards honor Bessie Coleman, a pioneering figure in aviation who was the first Black and Native American woman to hold a pilot’s license. Like Bessie, the finalists represent courage, creativity, and leadership that push the travel industry forward.
The 2026 Bessie Awards will take place live on Saturday, May 30, at The Chattanoogan Hotel in Chattanooga, Tennessee, during the WITS Creator Summit.
As we look forward to the Bessie Awards presentation next month, we asked Vanessa Karel how she came to form Greether, her startup company that connects women travelers with trusted local women guides.
Tell us your story! How did you find your way into the travel industry?
An entrepreneur since my early twenties, I started Greether as my second company. I had always wanted to be in the travel industry, even studying tourism in business school. However, because I am also an artist at heart, I explored many paths before finding my way fully into travel.
I often say that I was destined to create Greether. From an early age, I daydreamed about traveling the world. Most of all, I wanted to experience freedom without having to wait for the right travel partner. Because I started traveling solo very young, however, I often chose “safe” destinations. This was partly so my parents wouldn’t worry.
While at my previous company, a media production business, life took a detour. I found myself stranded alone in Casablanca, Morocco. During that trip, I endured a near-kidnapping situation during a taxi ride. Shortly after, a group of men followed me through the narrow streets of Fez. Even though I am naturally brave, these moments left me exhausted, angry, and emotionally drained. I couldn’t help but think about the tragedy of the two Scandinavian women who were murdered in the Atlas Mountains. The dangers of traveling alone in a new place became even more real. I realized how vulnerable women can sometimes be when navigating a new destination without local support.
At that moment, I remember thinking: if every woman traveling had a trusted local woman to reach out to, the entire experience of exploring the world would feel different.
Vanessa Karel
During that same trip, I met a wonderful Moroccan woman in Chefchaouen. She spoke no English, so we communicated through facial expressions, Google Translate, and energy. She became the first Greeter.
After everything that had happened—or could have happened—in Morocco, I wanted to bottle and share the experience. What if every woman traveler could reach out to a trusted local woman guide? The experience of exploring the world would become entirely different.
Magically, the universe showed me a solution: women supporting each other through travel.
What motivates you to do your work today?
First of all, I want to help women feel empowered wherever they go. At the end of the day, that’s really what Greether was created for. What motivates me most is seeing the real impact Greether has on women’s lives, both travelers and their Greeters.
We want women travelers to feel as if a friend had shown her around a new city. My motivation grows with each report that a Greeter gave someone more confidence in an unfamiliar place.
We are not only creating meaningful and authentic travel experiences. We are also helping women earn more income, feel safer when exploring the world, support each other across borders, and contribute to a more sustainable world.
Vanessa Karel
At the same time, every booking supports local women financially. It generates income for them through a safe and flexible gig economy. This is where the real impact lies, and it is our biggest motivator.
We are not only creating meaningful and authentic travel experiences. We are also helping women earn more income, feel safer when exploring the world, support each other across borders, and contribute to a more sustainable world.
What is your proudest career accomplishment?
Honestly, every successful Greeter–traveler connection is my proudest moment.
I get excited every time I read reviews or see photos of our members’ trips sharing their adventures and time together. It’s incredibly heartwarming. Even though I can’t go along on their adventures (I wish!), I know women are out there creating stories together and» forming friendships. I don’t know what key performance indicator that is, but we absolutely love contributing to a more connected world.
We have also been honored to receive recognition for our impact, which is something I didn’t anticipate would happen so quickly. The UN World Tourism Organization named Greether one of the top three most innovative female empowerment companies. For someone who spent her entire life savings because she had an idea, these honors are mind-blowing and also humbling. They motivate me to transform how women navigate the world and make their travel experiences better, easier, and more connected.
Today, Greether operates in more than 100 countries and thousands of cities. We connect women travelers with trusted local women while opening economic opportunities through safe and flexible gig work. Our community has grown organically to more than 65,000 members across 130+ countries, and the platform has already generated income for over 500 local women around the world.
Seeing this idea grow into a movement where women support other women across borders is incredibly meaningful.
Today, Greether operates in more than 100 countries and thousands of cities. We connect women travelers with trusted local women while opening economic opportunities through safe and flexible gig work. Our community has grown organically to more than 65,000 members across 130+ countries, and the platform has already generated income for over 500 local women around the world.
Vanessa Karel
What does it mean to you to have the community nominate you for a Bessie award?
Being nominated by the Wanderful community is especially meaningful because it reflects the real impact on people. This work has always been about collaboration and community. Having travelers, partners, and industry peers recognize the mission behind Greether feels both humbling and motivating.
I have heard about the Wanderful community from so many sources over the years, so when I learned about the nomination, I felt genuinely grateful. I know how transformative this space has been for so many women. It aligns beautifully with our values at Greether and our focus on connecting women through travel. Beth Santos is someone I deeply admire. Receiving such a warm welcome from this community—and being named a finalist for Travel Startup of the Year—feels really special. I also love that two other female-founded travel startups are finalists in this category as well. It makes it feel less like a competition and more like a celebration of women building meaningful things in travel.
And I have to admit, I had a little fangirl moment seeing some of the other people being honored. There are individuals I’ve admired for a long time, like Eva Zu Beck, who is one of my favorite travel creators and storytellers, and Stuart Greif from Forbes Travel Guide, who has been such an incredible ally throughout my journey.
It’s truly an honor to be part of a community that celebrates women supporting and uplifting each other.
What do you think are the most important issues facing the travel industry today?
Safety, accessibility, and sustainability are some of the most important issues facing the travel industry today. As more women than ever travel independently, the need has grown for solutions that address safety thoughtfully and proactively. At the same time, there is an opportunity to ensure tourism supports local communities—especially women—by creating more equitable economic opportunities.
Safety, accessibility, and sustainability are some of the most important issues facing the travel industry today. As more women than ever travel independently, the need has grown for solutions that address safety in a thoughtful and proactive way.
As the world changes rapidly through technology, it is also important to stay connected on a human level. That is why Greether’s work feels more relevant than ever. Adapting AI in a responsible way is something I care deeply about. I am certain opportunities exist to use this technology while contributing positively to local communities.
The travel industry has overlooked challenges in the past, but as more innovation emerges, I remain optimistic. Many brilliant people are working hard to solve complex issues, and that gives me hope for the future of travel.
Who in the industry do you look to as inspiration?
So many, my list is long! I didn’t know anyone in the travel industry at first, so it’s been really special to build relationships over time. I’m now able to learn from people I deeply admire. I’m also fortunate to know other incredible founders in travel.
- Alessandra Alonso, founder and director of Women in Travel CIC in London, whose work I absolutely admire. As a pioneering advocate for women’s inclusion in the workforce, she has paved the path for many of us.
- Alvaro Silberstein of Wheel the World continues to inspire me with his outstanding work in creating a more accessible world for travelers.
- Hyojeong Kim, founder of NomadHer, is such a powerhouse. She constantly challenges and inspires me, and I’m so happy we are in each other’s orbit. Even though we have very similar missions and some might see us as competitors, I truly see her as an ally and someone I deeply look up to.
- JourneyWoman‘s director Carolyn Ray is someone I’ve learned so much from.
- Debbie Dotson, a speaker for JourneyWoman, is an ageless female travel creator who advocates for older women travelers. She is also someone I care deeply about and draw a lot of inspiration from.
What’s next for you in your career?
I will continue to face the challenges of scaling Greether, creating even more impact, with the goal of adapting technology in a way that amplifies humans rather than replaces them.
I want to evolve the platform to not only support travelers, but also to empower women-owned businesses in the cities we operate in.
Long term, I want Greether to become a global ecosystem where women can safely explore the world while also creating economic opportunities for each other in every destination.
What do you envision for the future of the travel industry?
I am an optimist. I believe the future of travel will be more conscious, community-driven, and inclusive. Travelers are increasingly looking for authentic connections and experiences that positively impact the places they visit.
Long term, I want Greether to become a global ecosystem where women can safely explore the world while also creating economic opportunities for each other in every destination.
Vanessa Karel
I also believe we will see more thoughtful travelers, people who want to leave a positive economic footprint in the destinations they explore.
If the industry continues moving in that direction—prioritizing people, safety, and sustainability, it has the potential to create meaningful benefits for both travelers and local women.
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