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Embracing the future of transformative travel by expanding options for women travelers

New York – March 2, 2017: AdventureWomen – the leader in women-only adventure travel for 35 years – has undergone a comprehensive rebranding, unveiling a new strategic vision as it looks to the future along with a new website, logo and tagline. The rebranding is the first major initiative from the company’s new multi-generational owners: Judi Wineland and her two daughters, Erica Landerson and Nicole Wineland-Thomson.

“AdventureWomen has changed the outlook, confidence, spirit and in some cases even lives of the thousands of women who have traveled with the company since 1982. In 2017, we want to build on this tremendous heritage, by expanding opportunities for women travelers. AdventureWomen is much more than a travel company. We’re a relationship company, founded to invite women to build new connections with the world, with themselves, and with other like-minded women through travel,” remarked co-owner Judi Wineland, a pioneer in the adventure travel industry since 1978.

Already known for its ability to curate transformational experiences that empower women through adventure travel, the company will enhance its offerings through the following brand initiatives:
• An increased range and diversity of destinations offered
• A commitment to include “women-to-women” cultural exchange opportunities in all of its trips; allowing guests to meet with women leaders in local communities
• The addition of “play hard, rest hard” tour components, providing guests with challenging activities during the day and great accommodation/luxury offerings at night
• Adding “insider access” to support AdventureWomen’s commitment to off-the-beaten-path travel
• The introduction of a new tagline: “The Destination is Just the Beginning”
• The creation of an Advisory Board of women who have traveled with AdventureWomen over the years who will advise the company about opportunities and ideas for the future
AdventureWomen surveyed over 7,000 women in a market research campaign to identify the current range of interests and attitudes of women seeking adventure travel experiences today. Over 400 survey participants indicated they were drawn to trips highlighting learning, such as cultural exchange through cuisine, art and meeting with locals. To meet that demand, AdventureWomen has added a series of cultural offerings to enhance its programming, including: cooking classes with locals in Mexico and Jordan; wine tasting in South Africa; vodka tasting in Russia; and meetings with local community leaders such as a group of Maasai women entrepreneurs in Tanzania. Surveyed women also indicated that traveling with women is an entirely different experience from traveling with partners, spouses and male friends. The relationships formed with fellow women travelers were an important factor in their enjoyment of their adventure travel trip, almost as important as the destination itself.

Co-owner Nicole Wineland-Thomson notes, “Our hand-crafted itineraries are active explorations full of empowering discoveries for the women who travel with us. We’re really looking forward to continuing to raise the bar at AdventureWomen by offering new, off-the-beaten-path adventure options for our guests.” The company will announce its featured 2018 destinations later this month, with an expanded lineup that will offer a collection of tours aligned with the brand’s new commitments.


AdventureWomen® is a pioneer in women’s travel – custom-designing and leading some of the most unique adventure travel tours for active women since 1982. Under the leadership of Judi Wineland, President of Wineland-Thomson Adventures Inc., and her daughters Erica Landerson and Nicole Wineland-Thomson, AdventureWomen explores new frontiers for women and travel. AdventrueWomen’s adventure vacations continue to delight and inspire women traveling solo, or with family and friends. With women-only adventure tours in over 21 countries, AdventureWomen invites women to physically and mentally challenge themselves while exploring the world.