Not Too Big, Not Too Small: RIT Vacations – Royal Irish Tours Turns 25

The fictitious record shop The Vinyl Café, created by Canadian Stuart McLean, had the winning motto: “We may not be big but we’re small.” 

I always liked it, and it came to mind as I sat in the boardroom at the modest offices of RIT Vacations – Royal Irish Tours — a boardroom that immodestly features a fully stocked Irish pub.

RIT Vacations feels smaller than it is because it’s one of those increasingly rare, niche, family-operated businesses with long-serving employees. It’s still a place where someone answers the phone when you call – usually someone with long experience and encyclopedic knowledge of the product. Stuart McLean would approve.

Founded by Ian Duffy in 2001, with its first touring program launched in 2002 – just a year after 9/11 put an arrow in the heart of the travel industry – RIT Vacations is well into its second generation, and it continues to expand and win new clients.

RIT Vacations is the current company name, though many in the industry still refer to it as Royal Irish. The reason for the change is RIT’s expansion into the rest of the Celtic nations —  Scotland, England and Wales.

While the business has grown steadily over 25 years – it now offers more than 200 tours and a range of other travel options — the fundamental purpose has remained the same — to give Canadian travellers an authentic, hand-crafted vacation experience.

The company’s website makes clear the owners’ passion for what they do.

“Though Canada is home for the Duffy family, Ireland is in our blood. This patriotic love is the driving force behind everything we do. We pride ourselves on the unparalleled, personal experiences that we make possible through our strong familiarity with the land and its locals. The care we have for Ireland will be evident throughout every detail of your tour.”

Ticketing manager Susan Munesaveng has been around since the beginning. “There were very busy times in the beginning with so few of us. We would have late-night ticketing parties, and travel to the airport to hand out last-minute tickets. We learned by trial and error what worked and what didn’t. We’re all so comfortable with what we’re doing. I love the people I work with, including Ian, Conor and Sinead Duffy and the rest. There’s never been a reason to leave.”

Reservations agent Pauline Craig is a relative newcomer with eight years at the company. But she echoes Susan’s comments: “It’s a family company and that makes a big difference…you become part of the family. Management has always been flexible and considerate.”

Ten years ago, reservations agent Sue Greenall visited Ireland and fell in love with the country. On her return, she saw a job posting at Royal Irish, and made the “huge change” from her previous career as a law clerk. 

“So many Canadians have roots in the UK and Ireland. There’s been an explosion of interest in genealogy and we’re seeing many multi-generational family groups wanting to explore their history,” Greenall said.

Twenty-year RIT veteran and Groups Manager Judy McGoldrick is getting close to an age when she could retire, but when asked if she plans to do so any time soon she shared this story. 

“I was at a sheepdog demonstration in Ireland and I asked the farmer how he knows when a working dog is ready to retire. ‘They just refuse to get up one day,’ the farmer replied. Judy told Travel Market Report Canada: “I’m not at the sheepdog stage yet.”

Ian Duffy and his son Conor soon join the conversation, with Ian describing how he joined the travel industry over 50 years ago at a tour operator in his hometown of Dublin. 

Years later he worked with an Ireland-based operator that co-mingled with Sunquest flights from Canada. He met his wife Tricia there. Over time, the pull of Canada became too strong, and with the Irish economy in the doldrums in 1988, Ian accepted a position with Sunquest across the pond. The pair set off to create a new home with first-born Conor in tow as a two-year-old. 

“Some of my earliest memories are licking envelopes and stamping brochures in the office as a kid,” says Conor, who is now VP for RIT Vacations. 

He was heading for a career in law, but the draw of travel grabbed hold of him, as it has with so many in the business. “I realized I could actually do something I loved. I started working full time at RIT while finishing my degree, and somehow that turned into a 20-year career in travel.”

Duffy says his long-time spouse Tricia has played a starring role in the company and the family, while daughter Sinead and award-winning accountant son Lorcan have also helped build RIT Vacations here in Canada. In 2016, son Ronan emigrated to Ireland and opened a Dublin office. “That brought us full circle,” Ian says.

The RIT Vacations product line has expanded significantly over the years. Today, Canadian travellers can choose from coach tours, small-group ‘sightseeing’ tours, chauffeur-driven private tours, self-drive packages, rail tours, city stays and accommodations in some of the UK and Ireland’s most desirable castles and manor hotels.

Looking far too young to have spent over 50 years in travel, Ian Duffy is justifiably proud of RIT’s success.

“There were some lean years when I didn’t take a salary and the family made some sacrifices – going to a pub for five-cent wings was a big outing for us. But despite being up against massive companies like The Travel Corporation and the Globus family of brands, we’ve been able to compete.”

Canadian travel advisors have played a key role in the company’s success, Ian says, helping their clients choose the right company for their UK and Ireland travels, and building brand recognition across the country.

Director of sales Jonathan Sargeant and Sales Manager John Fallon, both with nearly eight years at the company, are the familiar faces of RIT for Canadian travel advisors. They criss-cross the country for conferences, consumer shows with partner advisors and other events.

“John and Jonathan were great additions to the team. Canada is a big place, but everybody seems to know them,” said ticketing manager Munesaveng.

There’s that theme again – a small company doing big things. Ian Duffy says the success of RIT Vacations – Royal Irish Tours comes down to the human element.

“We know the product. We have a passion for the product. It shows, and people respond to it.”