Tours aimed at Queenagers will be sold under the Noon Voyages brand; the first departure will be to Egypt in the autumn.

NOON’s founder, Eleanor Mills – author of Much More to Come; Lessons on the mayhem and magnificence of midlife – said: “Non Voyages is all about giving Queenagers travel opportunities they deserve and showing that there is plenty of adventure still to be had for women in the 50-plus age group.

“Our own research finds that over half of Queenagers feel ignored or invisible in society with 45% stating that they don’t feel the travel industry understands their needs.”

Tours will focus on women’s roles in history and include "Queenager Conversations", where participants share experiences and discuss key midlife challenges.

Mills said more than half of women over 50 having been through divorce, bereavement, redundancy, caring for elderly parents, or had teens with anxiety and health issues.

Debbie O’Neill, Jules Verne managing director, added: “With this partnership, we are also calling upon other brands in the industry to do the same in offering midlife women tailored experiences and taking this demographic into consideration when deciding how they market their products.”