Built from Everest. Designed for travel founders.
We didn’t start in a boardroom. We started on the mountain.
Trabra exists because one 17-year-old who didn’t even know what Everest was ended up helping thousands experience it and saw how broken the systems behind travel really are. We now operate as a subsidiary of Hiddenlayer StraaS LLC globally, distributed by Hiddenlayer Network in Nepal & South Asia.
A letter from our CEO
Sid Shekhar
Founder & CEO, Trabra AI
Dear travel founder,
When I was 17, back in 2017, I didn’t know what Everest really meant. It was just a word I’d seen in books and on screens.
Right after high school, I went looking for work. I ended up as a digital marketing specialist for an international travel company helping people climb Everest, trek to Everest Base Camp, and explore Nepal.
That’s where the magic started.
I spent my days writing about destinations I hadn’t seen yet, building campaigns, and helping build what, at that time, was one of the best travel websites in the region. We grew traffic from hundreds of thousands to over a million visits. We helped sales cross over $1.2 million.
On paper, we were winning. But behind the scenes, I saw how hard travel founders had to fight: juggling tools, spreadsheets, emails, old CMS systems, and guesswork, just to give travelers a good experience.
In 2019, during the uncertainty of the COVID era, I went to Everest Base Camp for the first time. I didn’t want to see the world only through a screen anymore.
That trip changed everything.
Trabra is my way of bringing that same magic - the kind that allowed me to survive, grow, and find purpose, into your travel business.
You’re already doing the hard part: crafting journeys people will remember forever. My job is to give you the infrastructure, automation, and intelligence so you don’t have to wrestle with tools, tech teams, and chaos just to do what you love.
For this industry that gave me everything - travel, Everest, magic, I wanted to build something that finally works in your favor.
That’s why I say:
It’s not Abra ka Dabra.
It’s Abra ka Trabra.
— Sid Shekhar
Everest, uncertainty, and the magic that refused to let go.
In 2019, I finally went from writing about Everest to actually walking toward it.
I arrived during a time when the world felt uncertain. Travel was changing, borders were uncertain, and there was always a quiet question in the air: “Should we even be doing this?”
On that trip, I lost my bag - along with my travel permits and documents. All I had were my IDs. Somehow, I managed to continue. I made it past checkpoints that should have been the end of the journey.
It felt like the first magic: when everything says “turn back,” but something invisible keeps clearing the path.
As an inexperienced trekker without a guide, on a route where almost nobody was walking at that time, I pushed on.
On the sixth day, around 6 PM, it was already dark and cold. My phone died. I had no headlamp. I followed nothing but fading shapes, prayer flags, and — as I later joked — even yak tracks… until I somehow reached Gorakshep near the glacier.
The hotel owner told me it was almost a miracle, arriving there at around -10°C, in the dark, without light.
The next day, I almost fell into the glacier. If my father hadn’t shouted my name at the exact right moment, you wouldn’t be reading this.
Magic, again.
Years later, in 2025, during a Gen Z protest, I took two bullets, in my chest and left arm, and survived.
Magic, again.
When you experience that many “you shouldn’t still be here” moments and yet you are… you start to feel a responsibility.
For me, that responsibility led back to where everything started: travel, Everest, and the founders who make it possible for others to experience the world.
The real problem isn’t your ambition. It’s your infrastructure.
Most travel business owners aren’t failing because they lack passion, experience, or ideas.
They’re failing because the systems behind them are glued together with outdated websites, generic CRMs, manual emails, and tech teams that don’t understand travel.
You spend thousands on a website, then more on SEO, then more on ads, then more on tools. You chase leads manually. You handle documents in email threads. You have no real idea which campaigns or routes are actually working.
Meanwhile, your customers expect a modern, instant, smooth experience - before, during, and after the trip.
Trabra exists because the travel industry doesn’t just need another booking widget. It needs its own operating system.
- Non-technical founders forced to make technical decisions daily.
- Travel operations squeezed into generic tools built for other industries.
- Time, energy, and money lost to manual follow-up and duct-taped systems.
- No clear picture of what’s working, what’s broken, or where growth is leaking.
Our approach: the four pillars of Trabra.
Everything we build is anchored in four pillars designed around travel founders, not just travelers.
Pillar
Travel-first design
We don’t retrofit travel into generic tools. We start from itineraries, seasons, routes, permits, and group dynamics, and build upwards.
Pillar
Automation without dehumanizing
We automate the chaos: follow-ups, documents, payments, and ops. So you can spend more time on the deeply human parts of travel.
Pillar
Data as a travel ally, not a spreadsheet
Every click, inquiry, and booking feeds into a model that shows you where your real leverage lies, destinations, campaigns, packages, and customer behavior.
Pillar
Magic-level experiences, grounded in reality
We believe in magic, but we ship it through clean infrastructure, reliable systems, and technology that stays out of the way.
Why Trabra makes sense coming from Everest.
Everest and the Himalayas are more than postcards and bucket lists. They’re a living global village of tourism.
In a single tea house, you meet guides, porters, agency owners, solo travelers, and teams from all over the world, each dealing with logistics, risk, operations, and customer care in real time.
My first real education in business didn’t come from a textbook. It came from watching how an Everest trek actually happens behind the scenes: permits, timing, weather, safety, expectations, culture, and economics all colliding in one fragile system.
Trabra is built with that reality in mind. Not the fantasy of travel, the operations behind it.
- We’ve seen how a single missed follow-up can cost a season.
- We’ve watched how a well-handled crisis can create lifelong customers.
- We’ve felt what it’s like to trust your life, and your income - to systems that can’t fail.
Building from the global village of tourism.
Trabra is built in spirit from the tea houses, trails, and town squares where tourism actually lives.
Everest is a symbol, but every travel hub. From Kathmandu to Kilimanjaro, from Patagonia to Prague - runs on the same invisible backbone of trust and logistics.
Trabra is shaped by conversations with founders, guides, operators, marketers, and travelers who live in that global village every day.
We’re not here to replace human stories with algorithms. We’re here to give your stories a stronger backbone.
Globally we operate as a subsidiary of Hiddenlayer StraaS LLC, and in Nepal & South Asia we’re distributed by Hiddenlayer Network, so local partners get regional context with global backing.
Built with top-tier technology, so it feels simple for you.
Under the hood: AI, clean architecture, and a modular system. On the surface: an interface you don’t need a manual for.
We use modern stacks, AI models, and scalable infrastructure so you don’t have to think about them.
From AI assistants that understand your packages to automation engines that handle follow-ups, payments, and documents, it all runs behind the scenes.
You get one clean dashboard, one operating system, and one story: your travel brand, working at full power.
Some of the moments that shaped Trabra.
2017
From zero to Everest (on a screen)
At 17, Sid joins an international travel company as a digital marketing specialist, learning the industry from behind the keyboard.
2017–2019
Scaling traffic and revenue
Helps grow a tour company’s website from ~100k to 1M+ visits and over $1.2M in sales, while witnessing the operational pain behind the numbers.
2019
First Everest Base Camp trek
Loses documents, continues with only IDs, reaches Gorakshep in -10°C in the dark, nearly falls into a glacier, and survives — discovering his own version of ‘magic’.
2020–2024
Building across industries
Works across different sectors, learning how powerful infrastructure and automation transform businesses, and how travel is lagging behind.
2025
Gen Z protest & survival
Survives taking bullets to the chest and arm during a protest. Another reminder that being alive and capable is a responsibility, not an accident.
2025+
Abra ka Trabra
Decides to bring together everything, Everest, travel, tech, AI, and survival, into one mission: giving travel founders an operating system that finally works in their favor.
Questions about Trabra, answered.
If your story is travel, our story is building your infrastructure.
You take people to the edges of the world. We make sure your systems don’t fall apart along the way.