Just You taps into Canada's solo travel market

Single Canadian travellers looking to explore the world with like-minded peers have a new travel option with this week’s launch of Just You, marking the U.K.-based tour operator's first expansion outside of its home market.

The company was founded in 2005 to address the growing number of single travellers in the UK; Colin Wilson, group sales director for All Leisure Holidays Group (Just You’s parent company) said that in the UK alone, the number of solo travellers has jumped 14 per cent over the last five years. The Canadian brochure mirrors its UK counterpart, Wilson explained, offering 42 escorted vacations in 24 countries across five continents.

“Just You was born because we were seeing a disproportionate amount of singles who were buying escorted tours,” Wilson told PAX. “When we spoke to them, we found that being a single traveller amongst couples can sometimes be frustrating and lonely. We launched and never looked back – it gives people the security as travelling as a group, along with sociability and comradery and it allows them to pick destinations that they would never do on their own.”

Wilson told PAX that Canada was chosen as Just You’s first expansion market for a number of reasons.

“We know that Canadians enjoy escorted tours, they’re a very healthy part of the market and we wanted to try and experiment to make it work in another source market outside the UK,” he said. “Canada’s a smaller market than the U.S. – if you go to the U.S., it’s always going to cost a lot and if doesn’t work, you’ve spent the money. Also from a cultural point of view, you know Canada’s going to work with the U.K. If it works here, then we can look to expand to other countries such as the U.S., Australia and New Zealand.”

Offering tours ranging from city breaks, river cruises and walking tours (a popular choice due to the social aspect, Wilson said) in destinations as diverse as Italy (Just You’s top seller, he added), Peru and Namibia to name just a few, the style of travel and location often determine varying age demographics; he added that Just You’s customer base is also more than 70 per cent female.

“The average age of our guests is 58 but it’s a broad range – you get people in their 30s and their 80s,” Wilson explained. “It depends on the tour – somewhere more adventurous like Namibia or Peru draws a younger demographic, but something a little more gentle like Lake Como brings an older crowd.”

A niche such as singles’ travel apparently brings some misconceptions, with Wilson explaining that while sparks can fly amongst fellow travellers, Just You does not act as a dating service for travellers seeking romance. Perhaps more importantly, he explained that clients booking with Just You do not have to be single in terms of their relationship status, adding that many couples may opt to travel separately due to vacation preferences or schedules; Judy Pym, regional sales manager for Discover The World (which represents Just You in Canada) added that one couple booking with Just You has to travel separately so that one can remain at home to care for their disabled child.

The brochure is priced in Canadian dollars and does not include airfare, Wilson said, providing agents with an opportunity to combine a Just You tour with other elements (tour extensions, such as trips to Victoria Falls and Rio de Janeiro, are also available) for a unique experience for their clients. For agents, Just You’s target market provides a lucrative sales opportunity.

“What we’ve learned over the last 10 years is that these travellers will spend a lot and will often become serial bookers,” Wilson said, adding that agents earn a 10 per cent commission on Just You’s tours. “We’ve got some customers that book with us four or five times a year, because they can. These people are out there and they’re big spenders.”

Agents can visit www.justyou.com for an electronic version of the new brochure and more.

Just You facts

• Travellers have the option of dining together after a day of exploration to share their stories and experiences.
• Tours provide chances for travellers to break away from the group and ‘do their own thing’ for a portion of the trip.
• Each tour is led by an experienced tour manager (often the highest-rated part of the vacation in customer feedback surveys, Wilson said) and feature local guides knowledgeable of their respective regions.
• Tour prices are free of single-supplement fees.
• In the event of travellers wanting an early start on their itinerary, an extra night’s accommodation can be arranged.