TRAppe, a new travel platform focused on curated, lifestyle-forward sustainable travel experiences, is set to launch on June 17. The platform targets travellers who value sustainability but are frustrated by greenwashing and aggressive eco-marketing.
Gabriella Yan, solo founder of TRAppe, told TTG Asia: “Too many brands have either used sustainability as a buzzword or pushed it too hard, which created a negative reaction from consumers. This approach made people turn away instead of fostering genuine interest.”
TRAppe aims to bridge the gap between travellers’ desire for conscious choices and the fragmented, often confusing reality of the sustainable tourism market, according to Yan. Her goal is to encourage travellers to make decisions that directly support local communities and cultural integrity, with a strong focus on businesses reflecting genuine local ownership and ethical practices.
“Right now, if you’re looking for sustainable options, you could spend hours sifting through millions of tabs online,” Yan said. “The process is so fragmented and confusing that many give up. TRAppe aims to solve this with curated, verified listings that meet clear, locally relevant sustainability criteria.”
The platform’s initial offering is a digital e-guidebook focused on Bali, featuring more than 100 locally owned, community-minded, and sustainable hotels, restaurants, and tours. This phased launch will allow TRAppe to understand demand and gather insights before evolving into a full booking platform.
On choosing Bali for its launch, Yan shared: “Bali is one of the world’s most popular destinations, and one of the most affected by over-tourism. The island has seen tourism lead to overcrowding, environmental damage, and limited benefits to locals. Yet beneath this surface, there’s a vibrant network of local businesses doing incredible work, whether it’s in eco-tourism, sustainable dining, or community-driven initiatives.
“Since people are already planning to visit Bali, we want to encourage them to make better, more conscious choices in how they discover the island beyond the typical tourist spots.”
Once the model is proven, Yan expects to expand TRAppe to other destinations across South-east Asia within the next 12 to 18 months. Her long-term vision is to create a marketplace where travellers can confidently plan and book their entire journey, knowing they are making ethical and sustainable choices.
Targeting conscious travellers aged 18 to 45, predominantly millennials and Gen Z, TRAppe provides a curated space for those seeking to align their travel with their values.
Yan explained: “They prioritise transparency, authenticity, and aesthetics, desiring meaningful experiences without sacrificing comfort or discovery.”
TRAppe is also a platform for local and independent businesses who share these values but need better visibility.
“We want to connect them with a global audience that appreciates what they offer,” Yan said. “For the businesses, we ensure they meet our sustainability criteria, focusing on their commitment to local communities, environmental responsibility, and fair wages.”
Yan noted that sustainability differs by location. “For instance, in Indonesia, fair employment and cultural preservation are key priorities, whereas in Singapore, environmental sustainability might be more prominent. Many of the current sustainability badges don’t take these local nuances into consideration, which is why we’ve tailored our criteria to reflect what matters most in each destination.”
Verification of businesses involves personal experience, in-destination representatives, and a community-centric feedback loop.
