Phoebe Tatham talks to Debbie Flynn, Club Avandra's Chair of the Advisory Board.
Named after the goddess of freedom, travel and adventure, Club Avandra is reimagining solo female travel. Designed for women looking to combine adventure alongside luxury and enriching cultural experiences, the private members' club curates exclusive travel experiences with a strong focus on community. To find out more about the club's ethos and evolution, The Sybarite spoke with Chair of the Advisory Board, Debbie Flynn.
How did Club Avandra come about? Was there a lightbulb moment that led to its creation?
The idea for Club Avandra came about when myself and a good friend, both of us very well-travelled and approaching midlife, discovered a renewed wanderlust, at the same time as their husbands’ was on the wane. We found ourselves saying, “We want to go, but who with?” - and we realised that there must be so many women like us: independent, inspired to explore, but in like-minded company with similar levels of energy and enthusiasm! So we poured ourselves another glass of wine and decided to create a first-of-its-kind global community offering exclusive travel experiences to women who refuse to compromise and who crave the freedom of travelling the world stress-free, in style and solo without feeling lonely.
Travelling completely alone wasn't the dream either. I love independence, but don’t want to spend my dream holiday eating in my hotel room because a restaurant feels too romantic for one - not through a lack of confidence, but rather a lack of companionship of women like me; women who pick from the middle of the wine list and don't quibble over the bill, women that enhance an experience rather than dilute it.
Debbie Flynn, Chair of the Advisory Board
Can you tell us the story behind the brand’s name?
Named after the goddess of freedom, travel and adventure, who encourages her followers to venture into the unknown, Club Avandra aims to embody her philosophy. We felt that she shares the same characteristics as our members, namely: independence, curiosity and the joy of discovering the world on your own terms.
What are some of Club Avandra’s key missions?
We want to redefine and reimagine solo female travel and to create a global community of like-minded women. We want to create luxurious experiences where women can travel independently, but never alone, to curate meaningful connections and personal growth and to offer expert guidance, insider knowledge and access to unique destinations around the world. We want to close the 'glamour gap' you often find on holiday, instead providing a premium alternative to mass market tours, designed for women who want their solo travel experiences to meet their lifestyle expectations.
Can you tell us more about what members get access to?
Members have access to exclusive, expertly curated trips that combine luxury, unique experiences and insider knowledge, as well as regular real-life events where style, conversation and connection come together. They also enjoy a private space to chat with other members, plus access to elevated hotel stays through our partnership with GHA Discovery and fabulous wellness resources from Method Putkisto. They also get our monthly missive Travelista, which is edited by Lifestyle Director Marianne Jones and full of first person stories and in-the-know fashion, beauty and lifestyle insights brought to you by thought leaders, tastemakers and insiders.
Who is your target audience?
Our members are cultured women who buy from the middle of the wine list, appreciate luxury and want to travel solo without compromise. They value connection, enrichment and experiences that feel personalised, thoughtful and stylish.
What sort of travel experiences do you offer, and what makes them luxurious?
All of our itineraries and experiences are curated by experts who’ve spent decades in luxury travel and who are Club Avandra women themselves. We focus on destinations we know our members will love and we build in the true “money can’t buy” elements that you simply won’t find anywhere else - it's not just about incredible hotels, it’s about exclusive backstage access to the world. Our trips are all hosted by female experts or celebrities, each with a significant connection to their particular destination.
This includes our “Sip n’ Quip” adventure in Galicia with bestselling author and broadcaster Kathy Lette, where members blend sections of the famed Camino de Santiago with market visits, meetings with pioneering women winemakers and the vibrant Noite da Queima festival; a restorative “Helsinki Sanctuary for the Soul” led by Finland’s much-loved wellbeing expert Marja Putkisto, combining her renowned Method Putkisto sessions with immersion in Helsinki’s art, design and nature-driven wellness culture; an immersive exploration of “Ancient Jordan” hosted by me, bringing my decades-deep insider knowledge to the trip (gained through 21 years as the UK Jordan Tourism), which features Petra, Wadi Rum desert camping and time on the Dead Sea and a vibrant “Souk Up Marrakesh” escape with celebrated journalist and broadcaster Jo Elvin, offering private gallery access, YSL Museum entry and the city’s most stylish dining and shopping experiences.
Marianne Jones, Lifestyle Director
What are some of the points that you consider when selecting travel experiences?
We focus on authenticity, exclusivity, quality of service, and cultural enrichment. Each trip is considered through the lens of safety, accessibility, personal growth opportunities and the potential for meaningful connections with other members.
How does sustainability play a part in the selection process?
Sustainability is key. We prioritise partners who respect local communities and environments, offer responsible tourism experiences, and embed eco-conscious practices. Our trips aim to leave a positive footprint while providing exceptional travel experiences. Members have the option of supporting one of our chosen charities via a £20 one-off subscription donation. These charities all share some of our key values, paying it forward and supporting women and girls around the globe to benefit from a more equal world of opportunities.
Club Avandra is designed for women who want to travel solo but not alone - why do you think solo female travel is on the rise?
Women today are embracing independence, prioritising personal growth and seeking experiences that align with their interests. Solo travel offers freedom, self-discovery and flexibility, while a supportive community ensures they don’t feel isolated. Over-45s, in particular, are increasingly exploring solo travel, combining curiosity with confidence and a desire for meaningful, enriching experiences. With research from over-50s dating site Ourtime showing that 68 per cent of romance-seeking midlifers say 'desire to travel' is a non-negotiable for a potential partner, it's clear that travel is still a huge priority for women in midlife.
What are some of the biggest travel trends you’ve noticed for 2026?
Solo female travel continues to grow, with women now making up around 75%-84% of all solo travellers, and surveys showing that nearly half plan a solo trip this year. Interest is particularly strong among women aged 45+, who are seeking immersive, culturally rich and well-supported experiences. Other trends we’re seeing include wellness-focused trips, smaller curated groups, flexible itineraries and authentic, locally immersive experiences.
How would you like to see Club Avandra evolve this year?
In 2026, we hope to expand our range of curated trips and to deepen our connections with our members and our partners. We want to grow sustainably, maintain our luxury standard, and further cement our reputation as the club for women who travel solo, but never alone - and without compromise.
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