“Courage, Connection and Community: How Shareen Geers Built a Movement Through Midlife Travel”

Shareen Geers is the founder of Ladies Who Travel, one of the UK’s fastest-growing women’s travel communities, dedicated to empowering midlife women through connection, confidence-building and transformational group travel experiences. What began as a small Facebook group created during a period of personal upheaval — while navigating menopause and the breakdown of a long-term friendship — quickly evolved into a global sisterhood of more than 34,000 women.

With no traditional travel-industry background, Shareen carved her own path by drawing on over 15 years of experience in sales and multi-speaker event management. Her ability to build trust, create meaningful experiences and understand what women genuinely need has positioned her as an emerging leader in the women’s group travel sector.

Shareen, you’ve built one of the UK’s most vibrant women’s travel communities — but you’ve often said this business began by accident. How did it all start?

Two years ago, I was navigating menopause and dealing with the breakdown of a major friendship. I felt lost, disconnected and craving new, like-minded friendships. I created a small Facebook group simply to find a few women to travel with. I planned a glamping weekend in Wales, expecting maybe eight women. Instead, 24 complete strangers booked to join me. Standing there with them, I realised I wasn’t the only midlife woman feeling isolated. There was an unspoken need for connection, confidence and shared experiences that traditional tour companies weren’t offering.

At what point did you realise this could be more than a one-off weekend?

That first weekend was a moment of clarity. I saw a real market gap. Women weren’t just looking for holidays — they were looking for community. What started as a personal lifeline quickly grew into a purpose-driven business. But the intention was never to “build a company.” It was about creating a safe, supportive space for women who felt exactly how I had felt.

Community seems to be the heartbeat of Ladies Who Travel. How have you grown it so successfully?

Everything has been community-led. I post daily in the Facebook group encouraging women to step outside their comfort zones. I arrange meet-ups, and I encourage members to organise their own local gatherings. That built trust organically. The group grew to tens of thousands because women were finding genuine connection, not just travel opportunities. That trust later translated into them believing in me as a curator of bespoke group tours.

You didn’t come from a travel background. What skills helped you make the transition?

My previous career was in sales and running multi-speaker events. Those skills — understanding people, logistics, problem-solving, relationship-building — have been invaluable. But launching Ladies Who Travel pushed me far beyond anything I’d done before.

What has been your biggest leadership challenge during this rapid growth?

Growing the business faster than the systems behind it. For the first 20 months, it was just me handling everything manually — operations, customer service, marketing, finances, tour planning. When you’re passionate and small, doing everything yourself feels easier. But it’s not sustainable. With demand growing so fast, I had to learn to delegate.

How has adding your daughters to the team changed the way you lead?

It’s been a huge shift. I’m learning to step back from being the do-it-all person to becoming someone who builds systems, delegates and creates room for the business to scale. Bringing in a consultant to streamline operations has also been transformative.

Your customer loyalty numbers are extraordinary. What drives that level of repeat bookings?Authenticity and attention. Over 20% of our travellers book their next tour within seven days of returning home. That tells me they feel seen, supported and empowered. I ask for feedback constantly, tweak itineraries based on their experiences, and make sure every trip feels personal. That connection is why the community keeps growing.

You’ve mentioned that not every woman returns — around 3% choose not to. How do you view that?

Group travel isn’t for everyone, and that’s okay. I see that 3% as valuable insight. It helps us refine what we do while accepting that our style of supportive, community-driven travel is unique — and won’t be the right fit for every personality.

How do you keep the brand’s experiences fresh and relevant as you grow?

Every tour is designed from scratch. Having travelled to over 60 countries, I draw on places and cultural experiences that I know will resonate with midlife women. We also have a line of merchandise launching — not for profit, but to strengthen brand identity. Women want to feel part of something.

Women’s group travel for midlife women is still a fairly untapped market. What opportunities do you see ahead?

Huge ones. There are very few operators offering travel that is built around connection, confidence and safe exploration. We’re leading in a space that hasn’t yet been fully recognised. My aim is to grow our community from 34,000 women to over 100,000 in the next two years.

You’ve spoken openly about courage being a cornerstone of your leadership. What does that mean for you in practice?

When I started, I had zero experience in travel. I had to let go of the idea that confidence comes first — it doesn’t. Courage does. Creating the first itinerary, booking the first hotel, announcing the first tour… each step built my confidence. Courage grows through action.

And finally, what is your vision for the future of Ladies Who Travel?

To keep empowerment at the heart of everything we do. Travel is just the vehicle — the real transformation happens when women rediscover themselves, forge meaningful friendships and step into adventures they’d never take alone. My vision is to create more of those moments on a larger scale, while staying true to our values of courage, community and connection.