Alexis Bowen is the founder of Elsewhere, a travel marketplace that connects travelers directly with local experts across the world. She launched the company in 2021 alongside her co-founder, driven by a shared mission to create a new kind of tourism-one that is digital-first, rooted in strong values, and built around direct relationships with locals.
Alexis Bowen | Co-Founder | Lonely Planet Journeys
In a short span, Elsewhere caught the attention of Lonely Planet, a brand Alexis had long admired. Their partnership has since opened new doors, blending the power of a trusted global name with the fresh, bold ideas of a startup built for the modern traveler. At EliteX, we are proud to have Alexis Bowen as part of the edition: Impactful Women in Business, 2025.
Her path into the travel industry was shaped by a deep passion for adventure and cross-cultural connection. Alexis calls herself an adrenaline junkie-someone who thrives on pushing limits. This spirit was clear when she launched a travel company in the middle of a global pandemic, a time when tourism had come to a near-complete standstill. From starting the business at her kitchen table to leading a growing, global platform, her journey has been full of ups and downs, but she remains energized by the challenge.
“If you have conviction and are willing to give your all, there’s never a wrong time to start.”
What sets Elsewhere apart is its direct-to-consumer model that cuts out the middleman and puts travelers in touch with trusted, in-destination travel agencies. These local experts-many of whom have operated quietly behind big-name travel brands-are now able to work directly with travelers to craft personalized experiences. Instead of booking a trip to Argentina with a tour planner in New York, travelers work with someone like Lucas in Buenos Aires, who knows the destination intimately. It’s not only more efficient and cost-effective, but it also offers a richer, more personal journey rooted in local knowledge. In a sea of identical tour packages, this model is a real differentiator.
Alexis is especially proud of the impact Elsewhere is having by breaking old patterns in tourism. Rather than supporting mass-market tourism that often ignores the needs of local communities, Elsewhere gives power back to the people who live in these destinations. The local experts on the platform have full control over how they present their country. They’re not forced to push generic itineraries or cut corners to stay competitive. Instead, they build trips based on what they believe travel should be in their home communities. It’s a model that respects local voices and gives travelers a more authentic view of the world.
Sustainability is at the heart of Alexis’ vision. She believes that responsible tourism goes far beyond carbon offsetting, although Elsewhere does that too, along with supporting environmental projects like reforestation and plastic cleanup. What matters more to her is creating real social and economic change. Tourism is one of the largest employers in the world, yet fair pay and safe conditions are not a given. Elsewhere conducts supply chain audits to make sure partners are treated fairly, and the company actively supports women and underrepresented groups to ensure equal opportunities. They’re also committed to ensuring that money spent on travel actually stays in the community-supporting local livelihoods rather than being siphoned off by international corporations.
The company’s dedication to local culture is just as strong. Alexis and her team work with in-destination experts to highlight experiences that go far beyond surface-level tourism. They promote local artisans, cultural organizations, and storytellers, helping preserve traditions while inviting travelers to participate in them respectfully. One standout example is Elsewhere’s Anti-Mafia & Corruption tour in Palermo, Sicily. Rather than a traditional sightseeing tour, this experience is led by business owners who refuse to pay mafia extortion, offering a powerful look into the city’s resistance movement. This kind of storytelling, Alexis says, allows travelers to engage with a place on a much deeper level.
Of course, building a business hasn’t been without challenges. One of the hardest periods came after the acquisition by Lonely Planet. Integrating with a larger company meant adjusting to new structures and letting go of the sense of full control that comes with being a founder. It also meant learning to make tough calls for the greater good, even if that meant Elsewhere wasn’t always the center of attention. Alexis faced this transition with openness, focusing on the big picture and making decisions that helped both companies grow.
“Growth doesn’t have to mean losing your heart-it’s absolutely possible to scale while keeping authenticity front and center.”
Looking ahead, she sees a number of key trends shaping the future of travel. While technology, especially AI, continues to evolve rapidly, travelers are actually leaning more into human connection. Experiential travel-where people want to truly engage with locals and understand different ways of life-is growing in popularity. Travelers are moving away from curated social media snapshots and looking for something real and transformational. At the same time, demand for transparency and accountability from travel brands continues to rise, and Alexis believes this will only intensify.
To anyone starting out in travel or entrepreneurship, her message is simple: go for it. She knows from experience that there will always be reasons not to start something new, but passion and belief in your mission can carry you far. Launching a travel business during a global crisis might not have seemed like the best timing, but it turned out to be the perfect moment to rethink and rebuild a better model. If you have conviction and are willing to give your all, Alexis believes there’s never a wrong time to start.
Maintaining authenticity while growing is a careful balance, but one Alexis is committed to. She believes that success doesn’t require compromising values. Elsewhere continues to grow by holding firm to its standards and only partnering with businesses that share its vision. The company’s trips remain grounded in real local perspectives, and that’s something Alexis refuses to lose. For her, it’s proof that scale and soul can go hand in hand.
Right now, Alexis is focused on her work with Lonely Planet. The iconic brand recently celebrated its 50th anniversary, and she sees a major opportunity to bring it into the digital age while staying true to its adventurous roots. Working between the two organizations-one a global legacy and the other a disruptive newcomer-is a unique challenge. But Alexis sees their missions as deeply aligned: both want to get people out into the world, exploring, connecting, and growing. That’s the kind of project that excites her and keeps her motivated.
To Alexis, being a trailblazer means more than just innovation. It’s about challenging the way things have always been done and building something better. It means using travel as a force for good-creating lasting change in communities and giving travelers a chance to open their minds. For her, it’s about making sure that both the journey and the impact are meaningful, for everyone involved.
“Instead of booking a trip to Argentina with a tour planner in New York, travelers work with someone like Lucas in Buenos Aires, who knows the destination intimately.”
