All Leisure Group aims to double sales of its singles brand Just You over the next three years following a makeover and introduction of a broader product range.
The tour operator has revamped its logo and strapline and added city breaks to reach an untapped market of younger, single travellers following extensive market research.
The brand, which currently has passenger carryings of around 16,000 a year and sells around 8% of its holidays through the trade, is positioning itself more openly as a singles brand.
This follows research that there is “more credibility associated with people travelling on their own”, according to group sales director Colin Wilson.
It will now promote itself as the “single traveller specialist” on its brochure, which will also boast the new tagline “Discover Your Travel Dreams” and a modern logo.
Wilson said: “We really want to get across that we are a singles specialist and generate more awareness to potential customers.”
New concepts have been introduced in its brochure, out on September 16, to showcase different product types.
‘City’ comprises of 12 new city breaks, including London, Berlin, St Petersburg and New York; ‘Explore’ offers tours to off-the-beaten track destinations such as Uzbekistan; Escape feaures relaxing holidays; ‘Tour’ features escorted tours; and ‘Festive’ offers breaks over the Christmas and New Year period.
Previously, Just You only offered “the odd citybreak”, said Wilson. He added: “This was the most popular concept which customers wanted and was missing from our range.”
The city breaks include a welcome dinner and main city tour with the whole group but allow travellers to pick and choose whether to join other group excursions.
Wilson said the new product was particularly aimed at attracting a new, younger clientbase. Currently the average age of customers are aged 55-65 and more women book than men.
“We are convinced we will get a younger audience and more men booking with the broader, more unusual and dynamic product range and the new look and feel,” he said.
Other new product includes Sri Lanka, which has been reintroduced, and twin centres such as Mykonos and Santorini.
The brand is being promoted through the trade by the group’s sales team alongside sister brands Voyages of Discovery, Travelsphere and Swan Hellenic.
Wilson is hopeful trade sales will increase as a result of extra marketing and social media activity as well as new advertisements around the launch of the new brochure.
“The fact we are being more aggressive in getting the message out about Just You in the national press and online will be also be picked up by the trade and have a halo effect,” he added.