Women’s Experiences Are The Heart Of Kelly Groehler’s WTAF Show

For many women, travel is not just an escape; it is a way to grow, connect and explore. Whatever the motivation, women drive today’s travel economy. They make 80% of all travel decisions and spend over $125 billion annually on travel. The average U.S. traveler is a 47-year-old woman, but her perspective is rarely the one showcased in travel media.

Despite the fact that women make up the majority of the travel market, travel content is often narrated and guided by men. These statistics and underrepresentation are part of what inspired Kelly Groehler to create The WTAF Show (Women, Travel, Art, Food).

Her Agenda spoke with Kelly about how her series addresses the gap and celebrates women’s experiences, voices, and perspectives through travel.

An experience while watching No Reservations on Mother’s Day in 2020 sparked the idea that became TheWTAF Show.

“Within 30 minutes, I was irritated because I didn’t see any women,” Kelly said. “No one is telling stories about women. No one is talking to women chefs or women artists.”

An experienced corporate storyteller, Kelly realized women were not visible as creators, hosts, or experts in travel media. Travel content focused more on male perspectives and experiences. Her motivation deepened after a meeting with male producers who advised her “not to forget about the guys” in her show.

The result is an inclusive series that highlights women chefs, artists, and entrepreneurs around the world while celebrating women’s experiences while traveling.

What makes The WTAF Show stand out is how it reimagines what a travel show can be by sharing content through a female lens. In addition, it connects viewers to underrepresented voices and women-owned hidden gems, like Michelin restaurants.

“It’s an intentional approach to telling food and travel stories by exclusively speaking with women chefs, artists, and entrepreneurs who are doing great things,” Kelly said. “I have no ambitions to do anything other than present these stories and serve them up for women.”

Kelly’s goal is to move from a traditional, male-led, celebrity-driven format to authentic and inclusive storytelling. As an alternative to influencer-driven travel content, the show offers a different perspective — and audiences have been paying attention. In its first year, the series grew to 34,000 YouTube subscribers.

Beyond exploration, Kelly sees travel as a powerful form of empowerment and self-discovery. Her decades of travel are proof that women can and should experience the world without fear.

“Travel media has done a marvelous job of instilling fear in women. Safety is paramount but it should not be a barrier to entry for travel,” Kelly said. “There are marvelous, endless means for a woman to step into travel. Information is power and we need to put more information out there that encourages women to travel.”

Through the show, Kelly hopes to inspire women to seek information, prepare confidently, and  get inspiration from other women’s experiences. She also points to communities like Deborah Ives’ Solo in Style, which offer women a safe way to travel independently while still having meaningful experiences.

Kelly said she is excited about what lies ahead. The series will be expanding internationally with episodes planned in Mumbai, Bangkok, and Melbourne. She is also looking forward to developing partnerships with brands that genuinely support women travelers and exploring tech integration, such as AR/VR experiences to make travel feel more accessible and personal.

But her broader goal is much deeper: to redefine travel as an act of global citizenship and personal empowerment that uplifts women. Positive feedback from people like Laurie Woolever, Anthony Bourdain’s former lieutenant, affirms the impact and importance of her mission.

“When I look at what’s happening in the world when it comes to women’s rights, we can’t be passive. We have to be active in the ways that are authentic to us,” said Kelly. “Travel is an act of self-care and wellness. But it is also an act of protest, an act of resistance, and an act of lifting other women. I can’t think of a better reason to travel than that.”

To experience travel through women’s eyes, episodes of The WTAF Show are available on YouTube.