The co-founders of women-led luxury travel agency Alchemist Travel on why having a holistic travel experience matters

Breaking the misconception of solo female travel

Being in the industry for years, the trio have seen a rise in solo female travellers, whether it’s a three-week adventure across South America or just a quick break away from the city.

“This trend is fuelled in large part by greater financial independence… as well as a growing emphasis on self-care and wellness,” Wetherell highlights. More workplace flexibility also means that women have the opportunity to travel during off-peak seasons as compared to traditional holiday periods.

The co-founder also noticed an increase in married women embracing these solo trips. She continues: “As more women embark on these journeys and share their positive experiences, these misconceptions are quickly being dispelled, inspiring others to follow suit.”

While there is a common misconception that solo travel is lonely, dangerous or too challenging, Wetherell explains that it can be incredibly empowering. She continues: “[Solo travel can] boost confidence as women navigate new destinations on their own. It also helps break down stereotypes, proving that traveling alone is not only safe but enriching.”

Without compromising on what others want to see or do, solo travellers can dive deeper into the culture and experiences of a destination. Solo trips can also mean having more time and freedom to engage with locals and fellow adventurers.

Travelling solo can be daunting. To ensure a sense of security, Wetherell recommends staying connected to loved ones and keeping them updated on your whereabouts and experiences. She shares how the agency also helps its solo travellers feel at ease by arranging female guides, keeping its drivers on call to avoid using local taxis and more.

Below, the co-founders provide more insight on solo female travel, eco-friendly initiatives, the future of travel and more. 

How does Alchemist Travel define sustainable travel? 
Jo Hendry-Prior (JH): Alchemist Travel defines sustainable travel as a holistic approach that balances luxury and environmental responsibility, ensuring that travel experiences benefit both travelers and the destinations they visit. This includes committing to environmental stewardship through working with properties and suppliers that have eco-friendly practices, promote cultural preservation and invest in initiatives that empower communities.

Alchemist Travel also focuses on carbon offsetting through projects like tree planting while offering personalised experiences that align with clients’ values and raising awareness about the importance of sustainable tourism. Ultimately, our goal is to redefine luxury travel as an opportunity for meaningful experiences that foster positive change in the world.

What specific initiatives or partnerships do you have that promote eco-friendly travel?
JH: At Alchemist Travel, we promote eco-friendly travel through various initiatives and partnerships aimed at sustainability and conservation. We offset carbon emissions from our clients’s trip through tree planting initiatives in Southeast Asia, which also create local jobs and improve education.

Two per cent of all of our profits go towards the Alchemist Travel Foundation, and are invested in grassroots education and conservation projects. We collaborate with eco-conscious properties, wildlife conservation organisations, and cultural preservation initiatives that support local artisans and communities. Additionally, Alchemist Travel educates travellers on sustainable practices by engaging with communities to develop tourism initiatives that align with their values.

Can you discuss the impact these sustainable practices have had on your clients’ experiences? 
JH: Alchemist Travel’s sustainable practices significantly enhance our clients’ experiences by fostering meaningful connections with local communities and providing authentic, unique encounters that reflect the authenticity of each destination. Clients gain a deeper understanding of the destination and through our guidance, they become more aware of how to make responsible travel choices and the impact they can have.

Many find emotional fulfillment in knowing their trips positively impact local communities, biodiversity and cultures, allowing them to enjoy luxury travel with a sense of purpose. Knowing they are supporting community and conservation initiatives enriches their experience, and clients often leave inspired to adopt sustainable practices in their own lives. We aim to create a more meaningful and impactful journey for our clients that has a lasting impact not only on them but on the destinations they visit.

How can women prepare emotionally and mentally for the challenges of solo travel?
Steph Wetherell (SW): For anyone planning a solo trip who might be a little nervous about it, it’s helpful to start small. Get comfortable with spending time alone by going out for dinner by yourself or attending an event solo to build your confidence.

It’s also important to research your destination thoroughly. Knowledge is power and will help you feel more prepared if you are familiar with the local customs and what you can expect. At Alchemist Travel, we will ensure you have local contacts to guide you with any questions you have while you’re away, but the unscripted moments are often the most rewarding—be open to experiences which present themselves which aren’t necessarily on the itinerary.

Are there specific destinations you recommend as particularly safe or welcoming for solo female travelers?
SW: With the right attention to detail, almost any destination can offer an incredible experience for solo female travelers. Scandinavia, for example, is renowned for its safety and strong focus on gender equality, where women travelling or dining alone is entirely normal. In Peru, solo female travelers can experience the warmth of the local culture while supporting women-led cooperatives and staying in community-based accommodations that empower local women.

It’s amazing to see how women across the world are adapting and taking on more independence, whatever their circumstances. We also have found solo travellers love Bhutan, which offers a deeply spiritual journey in an exceptionally safe environment, while Thailand is ideal for those seeking wellness retreats designed specifically for solo female travelers.

In your experience, how does solo travel empower women to break societal norms? 
JH: I have travelled solo regularly, and I believe it fosters independence and confidence like nothing else. Trusting your own decision-making, being content with your own company and having experiences with new friends truly give you a sense of power. I recommend to many of my clients that they take a solo trip once in a while to reconnect with themselves and let the days unfold as they wish, rather than being driven by others or dictated by societal expectations.

How can traveling alone help women build confidence in other areas of their lives? 
JH: I think traveling alone can significantly boost a woman’s confidence in various aspects of her life. It enhances decision-making and problem-solving skills through navigating travel logistics, making decisions, forming new connections, and overcoming unexpected challenges or changes in plans. The time spent alone fosters self-discovery, leading to greater self-awareness and clarity—fantastic when trying to overcome personal and professional goals or just general life skills.

I believe that engaging with new people and cultures in a new or unfamiliar environment improves our adaptability, encouraging us to step out of our comfort zones and delve deeper to discover new sides of ourselves. This experience offers a fresh perspective, often resulting in a renewed appreciation for our lives and empathy for others.

How does Alchemist Travel hope to stay relevant in the industry and what sets it apart? 
LR: I think our passion for sustainable travel and ethos of having our clients travel responsibly sets us apart. When you travel on one of our holidays, you can have that sense of satisfaction that your holiday benefited the culture and communities you experienced. You may not even be aware of it, but for our clients, it makes the holiday that much better.

How do you hope the industry will change in the next few years? 
LR: I hope when people think of sustainable travel, they don’t think of an eco lodge without running water or air conditioning. Some of the world’s top resorts have been created sustainably and many of the leading hotel brands are working with sustainable architects to create more. The quality and standards are super high and isn’t being green a bit more luxurious than not?

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