Q: What was the thinking behind the foundation of Club Avandra?
A: Club Avandra was born from a simple observation: many women like us (discerning, busy, fun!) want to travel independently, but they don’t want to do it entirely alone.
Traditional group travel often lacks flexibility and sophistication, while travelling solo can sometimes lack connection.
We created Club Avandra to bridge that gap – we like to call it the glamour gap – a private members’ club for women who value independence, but also appreciate access, community and beautifully curated experiences.
It’s about redefining solo travel as something that is both self-directed and deeply connected.
Q: What has been the reaction to the club and has it proved popular so far?
A: We’ve been overwhelmed at the response! Club Avandra has really hit a personal and cultural nerve.
What has resonated most strongly is the sense that Club Avandra is offering something genuinely different, not just the type of trips, but we are the first to offer a private members club for like-minded women from around the world to come together through their shared love of luxury travel.
And it hits at a very personal level – with benefits, events and offers for each individual – right up to a global one too, offering a readymade community of ‘people like us’.
Our members are women who are curious, accomplished and keen to continue exploring the world in a way that feels elevated and meaningful.
Many join not just for the travel, but for this community, the events and the friendships that come with it.
Q: Why have you decided to launch in Australia?
A: Club Avandra is, at its heart, a global community and our main aim is to bring together like-minded women from across the world who share a curiosity about culture, a love of travel and a desire to experience it in a more connected way.
Australia was a very natural choice for us. Australian women are famously independent and outward-looking, and travel has long been an essential part of their lives.
Two of our first trips are being led by famous, spirited Australians – author and broadcaster Kathy Lette (left), and magazine royalty Jo Elvin.
There is also a strong cultural affinity between Australia and our existing international community, particularly in the UK and Europe, and we see enormous potential to connect Australian members into that wider global network, whether that’s joining journeys abroad, attending events in different cities, or simply knowing they are part of something bigger wherever they are in the world.
Q: What benefits do members get from becoming ‘Wander Women’?
A: As well as becoming part of a global community of like-minded women, members gain access to a year-round programme of curated international journeys hosted by inspirational women with an affinity to their particular destination.
Members can also attend regular events and have access to luxury lifestyle and travel benefits, including exclusive rates and VIP welcomes at partner hotels.
Travelista, our monthly editorial missive curated by our Lifestyle Director Marianne Jones, offers inspiring interviews with incredible women alongside the very best in fashion, travel and beauty content.
Through our partnership with GHA Discovery members will receive automatic platinum status and enjoy free room upgrades and benefits at more than 800 luxury hotels worldwide.
Q: What kind of experience will someone have on one of your tours?
A: Our journeys are designed to feel immersive, intimate and culturally rich. We focus on exclusive access to people and places, introducing members to artists, writers, chefs and local insiders who bring a destination to life in a way that wouldn’t be possible independently.
There’s always a balance between shared experiences and personal space. Members might enjoy a private gallery visit together in the morning, followed by free time to explore alone, and then reconvene for a wonderful dinner.
Above all, it’s about how it feels… relaxed, stimulating and deeply rewarding.
Q: What are some of the tours coming up that you’re most excited about?
A: It’s honestly really hard to choose, because every Club Avandra journey is shaped by the woman hosting it and the perspective she brings.
We have an extraordinary line-up of hosts and destinations coming up, from culturally rich European itineraries where members meet artists and curators, to deeply immersive food and wine journeys, and trips designed to explore places slightly off the traditional path.
All of our trips are hosted by incredible women who will bring so much to the trip.
One we’re especially looking forward to, though, is our Galicia journey with the wonderful Kathy Lette. Kathy is not only hugely insightful, she is also incredibly funny, and travelling with her will be enormous fun.
The women joining that trip will definitely have a brilliantly entertaining holiday full of laughter, conversation and unforgettable shared moments, which is exactly what Club Avandra is all about.
And I already mentioned Jo Elvin – she’s hosting a trip to Marrakech. Given Jo’s style credentials, it will of course be rich in fashion and shopping – not to mention a lot of lively conversation!
Q: Why do you think solo travel has been growing among women?
A: Women today are more independent than ever, professionally, financially and culturally, and travel is a natural extension of that freedom.
Whether women are single or attached, there’s no guarantee their partner will share their same wanderlust and subsequently empty nesters previously may have found themselves compromising on their adventures even when the children are no longer holidaying with them.
There’s also a growing desire to invest in experiences rather than possessions and to do things on one’s own terms.
At the same time, many women want the reassurance of community and shared perspective, which is where Club Avandra comes in.
Q: Finally, what are your hopes for the future of Club Avandra?
A: Our ambition is to build a truly global community, connecting women through travel, culture and shared experiences.
Australia is an important part of that future. We see enormous potential to grow our membership here and to create journeys that resonate specifically with Australian members.
And following our Australian launch, we’re continuing that momentum with launches in Dubai and New York planned for this May – both of which are incredibly important markets for us.
Each city brings together women who are internationally minded, culturally curious and aligned with the Club Avandra spirit.
Main image: Marrakech
