Forget typical tours – this Canadian travel company is all about women supporting women
Travel16.04.2025
When the pandemic first brought the travel industry to a standstill, many saw it as a temporary disruption. But for Megan Ryder-Burbidge and her friend Linsey, it was a call to action.
Friends and longtime women’s rights advocates, the two met while volunteering at a local anti-violence organization and emergency women’s shelter in Ottawa. But, as COVID-19 revealed the disproportionate impact on women – particularly in tourism – the pair’s late-night voice notes turned into something bigger: a vision to build a travel company that puts women at the centre of every journey.
“We recognized an opportunity to combine travel with activism, using tourism as a tool to uplift women economically, amplify their stories, and shift power into their hands,” said Ryder-Burbidge.
That vision came to fruition at the end of 2021, when the pair finalized the idea for Sororal – a femme-focused travel brand built to connect women worldwide through small-group trips. Each itinerary would prioritize women-led businesses, ethical travel, and raising awareness about gender inequality and violence against women.
While their inaugural trip wouldn’t take place until September 2022, Sororal has since organized adventures to Costa Rica, Kenya, Morocco, Denmark, and Nicaragua, with plans to expand itineraries into India and Mexico.
“Sororal isn’t just about where we go; it’s about how we engage with the world and who benefits from our presence,” explains Ryder-Burbidge.
Having an impact
While it can always be nerve-wracking to launch a new business, it was clear from the group’s initial trips to Costa Rica and Kenya that there was an appetite for a new type of travel experience – one built by women, for women.
“It was a pivotal moment that confirmed we were on the right path,” added Ryder-Burbidge.
So, what can you expect from a Sororal trip?
With every destination, Ryder-Burbidge first makes a familiarization trip to meet with local service providers to ensure alignment with the Sororal brand. From there, she crafts a full itinerary of excursions and activities, which are 95 per cent women-owned or led organizations.
“Each destination is carefully chosen to ensure that our presence directly benefits women-led businesses, supports grassroots initiatives, and provides a meaningful and ethical travel experience,” added Ryder-Burbidge. “We built a travel company that prioritizes women’s safety, economic empowerment, and leadership – not just for our travellers but for the communities we visit.”
In Kenya, for example, one stop is Kazuri Beads, a collective of over 300 single mothers from around Kenya and Nairobi who create handcrafted jewelry.
“The women get to go through the workshop and chat with the women who work there to learn more about the process, the region, and connect with them on a personal level,” said Ryder-Burbidge. “It’s a really great experience.”
They also met with Joyce Beckwith, the world’s first black female licensed hot air balloon pilot.
Similarly, in Morocco, the group visited a rug collective owned and operated by women to learn about the weaving process.
“It’s really about connecting, finding women that are doing things in their own space and uplifting them so they can be in positions of power and increase their economic security,” she said. “The whole essence of our business is trying to support as many women as we can.”
As for the travellers, Ryder-Burbidge hopes the women also walk away feeling empowered, informed, and connected.
“We want them to see travel as more than just an escape. It’s a way to participate in something bigger than themselves,” she added. “Many of our travellers return home with a new sense of confidence in their ability to navigate the world. Some find inspiration to start businesses, support women’s initiatives, or rethink how they engage with travel.
“More than anything, we want them to feel that they have a global sisterhood – that they’re part of a network of women lifting each other up across borders.”
Shifting the industry
While Sororal is reshaping how its travellers think about tourism, it also highlights a broader industry issue.
“Mainstream travel, especially adventure and cultural tourism, has long been designed with a male lens. Women face safety concerns that men often don’t consider,” said Ryder-Burbidge. “At the same time, women make up the majority of the tourism workforce but hold a fraction of the leadership roles, and they are often underpaid or excluded from the financial benefits of the industry.”
Even as a founder, Ryder-Burbidge was surprised to see how few women occupied leadership positions in the space.
But, by choosing where and how women spend their money, female travellers can help change that, which is exactly why she remains so passionate about the work Sororal is doing.
“Travel is how we do our advocacy… so more impact, more women connected, more businesses supported, and more shining of the light on violence against women across the globe,” added Ryder-Burbidge. “When we started Sororal, we thought the most powerful part of this work would be the direct support we provide to women-led businesses. And while that’s true, we’ve realized that the ripple effect is just as important.
“The real power of Sororal isn’t just in the experiences themselves; it’s in the relationships, ideas, and actions that carry forward, shaping the way women engage with travel, business, and each other.”
