What It Means To #TravelLikeASister

We want to tell you a story about human connection, the power of perseverance, and the beauty of travelling outside your comfort zone and inside your integrity.

In 2021, at the height of the COVID-19 pandemic when travel was at a standstill and we were feeling most isolated, two colleagues-turned-friends started a travel company.

No, neither of us were travel professionals at the time. Yes, we both had full-time jobs, family commitments and nonprofit leadership roles in our community. But we knew that we were smart (yes, we said it!) and well-travelled, with personal and professional relationships already established around the world. And, most importantly, we were in pursuit of something bigger than our resumes — a vision to reshape post-pandemic travel for women by offering travellers a safe space centred on the experiences of women, and sustainable, dignified support for our fellow female business owners in every destination.

This is how Sororal was born.

We started with the United Nations Sustainable Development Goals (SDGs) as our guideposts, specifically the 5th UN SDG: To achieve gender equality and empower all women and girls.

From this, our mission to use the power of travel to advance gender equality and fight gender-based violence all over the world took hold. In an industry where women make up more than half of the workforce but are drastically underrepresented in its leadership, we know that gender equality in travel and tourism is crucial for effective social change and a sustainable future.

As we have embarked upon a journey to build epic itineraries for our clients, our travels have taken us to Kenya, Costa Rica, Denmark, Morocco, Nicaragua, and even our own backyard, in Ontario’s Prince Edward County. Along the way, we have befriended incredible locally based businesses owned or led by women, all of whom put their hearts and souls on the line every day to create financial security for themselves and their families and to share their work with the world.

We are endlessly inspired by the artisans at Kazuri Beads, a workshop in Nairobi employing over 340 women skilled in the crafting of ceramic beads, strung into beautiful and artistic jewellery (join us in Kenya so that we can gift you a necklace and introduce you to these fabulous creators).

In Denmark, we love to rest our heads at the Kong Arthur Hotel in Copenhagen, a boutique hotel owned and operated by women leaders and built on the three core values of caring, courage, and decency — not to mention impossibly cool Danish vibes and the delicious Nordic buffet breakfast every morning.

Intimidated by surfing? Feel like you’ve lost your creative self (or never had one)? The women at Ola Surf & Co. have you covered; three powerhouse female founders who have fused together surf and art in a way that makes the ocean and the workshop accessible for all levels.

A hard truth about travelling and building relationships with women around the world is that we cannot be blind to the pervasiveness of violence against women and girls as a social and public health issue of epidemic proportions. And this is not a someone else, somewhere else problem.

Here in Canada, a woman is murdered by her intimate partner every six days and the numbers appear to be rising. In Ontario this year, there have already been 55 femicides reported in just 48 weeks. This is why, in every destination we visit, we partner with a local nonprofit organization working on the ground in the fight to end gender-based violence. On behalf of our company and our travellers, Sororal makes a financial contribution of $1,000 per trip to our local nonprofit partner in each country, and we offer our support to advocate alongside them through ongoing dialogue and the sharing of stories and resources.

Our commitment to philanthropy is a feminist one, incorporating the principles of trust, accountability, participation, and collaboration. In every exchange, we take our direction from our nonprofit partner — we are here to support their needs, not our own.

From into-the-night chats with a local chef under twinkling lights in a Costa Rican beach town to savouring coffee and learning from an award-winning human rights activist in Nairobi, mindful, meaningful, and memorable travel experiences serve as our guiding light. Creating positive social impact, supporting economic empowerment, and fostering authentic connections for women worldwide are attainable through travel. We chose the motto #TravelLikeASister with purpose; ultimately, alongside every remarkable woman stand a multitude of other remarkable women exploring wherever their hearts desire and contributing to social good along the way.