WHOA Travel is an adventure travel company that has sent thousands of women up mountains and out of their comfort zones. This purpose-driven company is helping to change the narrative on who belongs in the wild by showing that women of all ages, at all stages of life, do in fact belong outdoors. But what also sets them apart is their commitment to protecting the wild, natural landscapes that make these adventures so incredible in the first place.
If you’re looking for inspiration to improve sustainability efforts in your own business, or just want to learn more about an awesome brand who walks the walk, here’s a look at how WHOA Travel works to ensure adventure and preservation go hand in hand.
"The WHOA Way"
Let's start with the WHOA brand. Endlessly encouraging and contagiously optimistic, their inclusive vibe is embedded into everything they do—from the people they hire, to the content they create, and the partners they work with. While so many adventure brands can feel intimidating or off limits to the average traveler, WHOA creates a welcoming outdoors environment for all women who are interested in joining.
But part of what makes WHOA a true purpose-driven brand is their commitment to minimizing the human impact that comes with getting more people outdoors. Whether it's by producing more sustainable swag, encouraging LNT principles, or minimizing their travelers' carbon offset, WHOA constantly monitors their impact and makes changes and improvements to every part of their business whenever possible.
They prioritize sustainability.
Every year WHOA aims to do a little better than the year before, and tracks these initiatives on their website. These are just a few things they've done in 2024:
WHOA began using the United Nations Sustainable Development Goals as a way to hold themselves accountable and measure their financial, environmental, and human impact across everything from equality to protecting ecosystems.
They became a Guardian Member of Sustainable Travel International as a way to better support certified offsetting projects that protect local environments and minimize tourism’s impact on wildlife and the planet.
WHOA joined 1% for the Planet, pledging 1% of their annual revenue to grassroots environmental causes that help protect the planet.
They've also worked with partners to offset their carbon emissions for over four years, have planted thousands of trees through multiple projects and initiatives, created a gear swap Facebook group to encourage their travelers to buy, sell, borrow, and trade with each other rather than tossing things out and buying new, and so much more.
They factor giving back into every adventure.
In every destination, WHOA makes it a point to partner with local women and their causes in a way that's meaningful, impactful, and sustainable for them and their families. That's why every trip includes a giveback day. Whether it's planting trees in Mongolia, supporting local artisans in Chile, or learning about crofting and rewilding practices at a women-owned farm in Scotland, each of these experiences helps to further WHOA's mission of leaving each place a little bit better than when they arrive.
They give back through charity, too.
Along with partners Sierra Nevada and Mountain Goat Movement, WHOA launched The Carabiner Collective, a 501 (c) (3) nonprofit that helps make adventure travel and trekking more accessible, affordable, and welcoming for everyone. Their Trailblazer Grants give funding that helps remove financial barriers for students and adults to participate in adventures, and provide education and opportunities for people to work in the outdoors and tourism industries within their own countries.
They employ locals, and pay them fairly.
WHOA partners with local guides and tourism companies to lead the way and share their homeland with the WHOA community, helping to ensure the money from every adventure stays local. They also include tips in their pricing to make sure everyone on every adventure is paid appropriately and that porters are not exploited.
They support women.
As a women-owned business, WHOA also supports women in all that they do. From partnering with woman-owned companies to help run their business, to providing women opportunities to guide and lead on the mountains, they're continuously succeeding in their mission of getting more women outdoors.
They walk the walk, every step of the way.
In short, WHOA is a great example of a boutique business that continues to grow without losing sight of their values, their voice, and their impact on the world. They regularly listen to their audience and fully understand that growth involves always trying to improve. If you're a brand interested in doing more to protect and preserve Mother Nature, I hope that you find inspiration from WHOA Travel—and if you're a woman, maybe even your next adventure, too!
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