Bouden Coach Travel E
Rates are king
One of the reasons that Bouden Coach
Travel has a good relationship with other
operators is its stance on rates. In fact, were
it not for sometimes poor rates, expansion
into tours on behalf of others may have
come quicker that it has.
“I buy vehicles to make money. That’s the
only reason. I want them working around
the clock if possible, swapping drivers when
necessary. I could send a coach on tour for
10 days. But with some of the rates, if it
has a puncture, half of the profit on that job
is gone immediately,” says Adel.
Pricing work must retain a degree
of common sense, but pressure from
competitors is sometimes counterproductive
from their points of view.
Bouden Coach Travel has on more than
one occasion seen a client drawn away by a
lower price, only for it to return later having
received a lesson in getting what you pay
for in the meantime.
“My priority is to deliver the best
customer service. Some of our clients
have tried other operators and had
a bad experience, in terms of either
the driver or the coach. We find that
when they come back, they accept that
it’s sometimes necessary to pay more
to get what you want.”
While Bouden Coach Travel undertakes
school trips, it does not engage with the
home-to-school market. The reasons are
twofold; one, its fleet is not suited to that
work, and two, it may prevent coaches
from being used on more lucrative duties.
Where to next?
Bouden Coach Travel’s current site will
be required for the construction of HS2,
so the immediate priority is finding
That will be done with great care;
not only must it remain convenient for
Birmingham airport, but the location of staff
will also be considered. Both are equally
important, given the paucity of good coach
drivers in the West Midlands.
Longer-term, the added-value element
will be leveraged. Several operations
involving the transport of large numbers
of passengers have already been
managed by Bouden Coach Travel, and
that’s something that will be pursued
in the future.
Additionally, it is planned that the tour
operation will grow into one involving
itineraries that are organised in-house.
Scope to incorporate educational trips into
that work stream has also been identified,
where tickets and organisation are provided
to the school by Bouden Coach Travel.
There is a lot of work involved in both
of these aspirations, but Adel is confident
that his young team is up to the task.
“We want to compete with the big
players locally and hold our own. Travel
management is an area where I believe
we can expand, but we will continue on our
existing trajectory of doing things step-bystep
Some may argue that buying multiple
new vehicles within five years of an
operator’s founding does not correlate with
steady growth, but at Bouden Coach Travel,
it does. The fleet remains manageable and
the emphasis is on quality, not quantity.
Mix that with an eagerness to keep
the wheels turning and to work coaches
hard for the right money, and the future
// I buy vehicles to
make money. That’s
the only reason. I
want them working
around the clock //
Bouden Coach Travel’s
proximity to Birmingham
Airport means coaches are
26 / ROUTE-ONE.NET 25 JULY 2018