Jules Verne and the UK’s premium community for midlife women, NOON, has announced a partnership aimed at “championing an underrepresented group” in the travel market: Queenagers.
As coined by NOON’s Founder Eleanor Mills, Queenagers are women aged 50+ who embrace life on their own terms.
Research shows that this demographic drives more than 98% of travel decisions and, similarly, makes up over 70% of all solo travellers at Jules Verne, yet women aged 50+ still remain an underserved market within the travel industry.
As such, Jules Verne and NOON are joining forces to create a brand-new travel experience, NOON Voyages, which offers tours specifically tailored to meet the travel needs and aspirations of Queenagers.
The partnership will offer travel opportunities that align with the lifestyles and expectations of this group of pioneering travellers.
The collaboration will challenge pre-existing, ageist norms in the industry and demonstrate that the spirit of adventure continues at every stage of life.
Debbie O’Neill, Managing Director at Jules Verne, states: “At Jules Verne we have always championed an adventurous spirit.
“As such, we are thrilled to be partnering with NOON to offer travel experiences that truly resonate with the trail-blazing Queenagers, a group that are calling out for travel experiences that reflect their unique lifestyles.
“With this partnership, we are also calling upon other brands in the industry to do the same in offering midlife women tailored experiences and taking this demographic into consideration when deciding how they market their products.”
Eleanor Mills, Founder of NOON, added, “NOON Voyages is all about giving Queenagers travel opportunities they deserve and showing that there is plenty of adventure still to be had for women in the 50+ age group.
“Our own research finds that over half of Queenagers feel ignored or invisible in society with 45% stating that they don’t feel the travel industry understands their needs.
“Through this partnership with Jules Verne, we are offering a travel product that directly serves women aged 50 and over and making a new Queenager paradigm in travel a reality.”
NOON Voyages’ inaugural tour will depart in Autumn 2025 to Egypt, offering intellectually curious, independent midlife women a culturally immersive small-group experience.
Travelling alongside NOON’s founder Eleanor Mills, highlights will include exclusive visits to Cairo’s new Grand Egyptian Museum, the iconic pyramids and the Sphinx, guided by passionate female Egyptologists who illuminate the influential roles of women throughout Egypt’s history.
Fellow travellers will also be able to connect on a deeper level with ‘NOON Circles’ and ‘Queenager Conversations’, where participants share experiences and discuss key midlife challenges.
ABOUT NOON
NOON, founded by journalist and speaker Eleanor Mills, Times Bestselling author of Much More to Come; Lessons on the Mayhem and Magnificence of Midlife, published by HarperCollins, was born out of an understanding that midlife represents an age of opportunity.
Recognising women at this stage are often floundering, with over half of women over 50 having been through at least five of the following: divorce, bereavement, redundancy, caring for elderly parents, and teens with anxiety and health issues, Eleanor set up a community to help them through these pinch points and inspire them to embrace their next act.
Today, NOON is a vital community for women navigating the complexities of midlife, giving women the confidence to embrace new adventures.
By merging the market insight and community focus of NOON with Jules Verne’s heritage of tailored travel, this partnership is set to lead the way in making the invisible visible and ensuring Queenagers receive the recognition they deserve in the global travel market.
For more information, visit Jules Verne and NOON.
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