Gabriella or Gabby’s story begins in the world of luxury hospitality marketing with experience spanning Singapore, Australia, China, Vietnam, and Indonesia. Living and working in Bali for the past five years, she witnessed firsthand the challenges of mass tourism: economic leakage, underpaid local staff and the environmental toll of extractive travel practices.
A pivotal moment came when Gabby realized that while hotels charged hundreds of dollars per night, local employees were earning a fraction of that each month. “That really shocked me,” she recalls. “I saw the gap and just didn’t want to sit around and do nothing about it.”
TRAppe: Travel for People, Planet and Economy
Motivated by a desire to create positive change, Gabby founded TRAppe—a lifestyle-forward travel platform connecting travelers to experiences that are kind to the planet and beneficial to local communities. The name itself is a blend of “travel” and the three pillars of sustainability: People, Planet and Economy. For Gabby, people came first.
But building a tech platform as a solo female founder with no technical background wasn’t easy. Gabby spent a year fundraising, facing skepticism and bias along the way. “Less than 3% of VC funding goes to female founders,” she shares. Her breakthrough came with the support of investors who believed in her mission and her brother’s advice: “You just need one yes.”
Inspired By Her Grandmother
Behind Gabby’s mission lies a guiding philosophy passed down from her grandmother.
Her grandmother, she says, has always been her biggest inspiration. “Since I was young, one of the most important things she taught me about life was to be kind to everyone, in every situation even when it’s hard.”
Strength, Gabby learned, doesn’t always roar. Sometimes it looks like generosity. Or patience. Or the ability to truly listen without judgment. “She had a way of making people feel seen, welcomed, and valued—and that’s something I try to carry into my work at TRAppe, whether it’s in how we treat our partners or how we build our community.”
Every day, Gabby wakes up hoping to be even half as good a person as her grandmother was. Everything she does—personally and professionally—is driven by the desire to make her proud.
Rethinking the Way We Travel
TRAppe’s approach is refreshingly different. Instead of guilt-tripping travellers, Gabby wants to make sustainable travel aspirational and accessible. The platform curates boutique stays, farm-to-table restaurants, and authentic local experiences—where sustainability is a natural outcome, not a hard sell.
Gabby emphasizes that sustainability isn’t one-size-fits-all. What’s considered sustainable in Bali may not apply in Singapore or Europe.
“Context really matters,” she explains. “It’s about making the most thoughtful choice for each destination.”
The Business Model
In its first year, TRAppe is launching curated e-guides—starting with Bali and soon Singapore—to help travellers discover hidden gems that support local communities. The long-term vision is a membership-based platform where businesses pay a subscription based on their size and impact, ensuring that the majority of profits stay within the local economy.
Gabby’s vetting process is deeply personal: she partners with local experts and prioritizes businesses that give back to their communities, whether through fair wages, local hiring or regenerative practices.
Tips for Planet-Conscious Travellers
Gabby offers actionable advice for anyone looking to travel more sustainably:
- Stay local: Choose locally owned accommodations.
- Eat local: Opt for restaurants that source ingredients nearby.
- Buy local: Support artisans and avoid mass-produced souvenirs.
- Book direct: Avoid online travel platforms when possible to ensure more money stays in the community.
- Learn and connect: Ask locals for recommendations and take time to understand cultural norms and community needs.
- Travel slow: Spend more time in fewer places for a deeper, more meaningful experience.
“Even small choices—like booking a family-run guesthouse instead of a chain hotel—can add up to meaningful impact.”
Community and The Rise of Asian Voices
Beyond travel, Gabby describes herself as a bit of a nerd at heart, with a love for history and literature—especially dystopian novels like Brave New World. She’s also a WWII history buff, a surfer and someone who can lose herself for hours in art and history museums.
What she’s most proud of, personally, is building a life that feels intentional rather than conventional. “I’ve resisted the pressure to follow the script – graduate, climb the corporate ladder, settle down. Instead, I chose a path that aligns with my values. It hasn’t always been easy, but being able to live life on my own terms is something I deeply cherish.”
Professionally, founding TRAppe has been her proudest achievement. “For me, TRAppe is not just a business—it’s a reflection of everything I believe in: conscious travel, community-led impact and building something that feels good, not just looks good.”
Her journey is also about amplifying Asian voices in an industry long shaped by Western perspectives. “We want you to experience Asia for what it is,” she says. By working with local partners and building a community of conscious travellers and businesses, TRAppe aims to reshape tourism from the inside out.