Thank you all for the thoughtful responses and questions. Just to clarify - this project is purely for educational purposes as part of my EMBA assignment, and I’ll be happy to share the insights once I’m done.

Regarding how I landed on the “women 40+ who plan 3+ trips a year” focus – the assignment requires us to choose a clear, narrow segment, and my choice was informed by online research showing that women often play the lead role in trip planning. For example, a recent study reported that 82% of travel decisions are made by women (see hertelier dot com: New Study: 82% of Travel Decisions Made By Women).
Wish you all a great day.