How coach operators can continue with retail-focused options despite the demise of the high street
We are entering peak Christmas shopping time, but the number of coach trips to major shopping centres and festive markets has greatly reduced over the past couple of decades.
While the growth of online shopping has had an impact, some retail outlets are continuing to market themselves as destinations for coach groups and are keen to present themselves as offering more than a quick stop-over for a coffee or lunch break.
Coach shopping trips are changing
According to some in the industry, given that shopping, in itself, is no longer a major attraction, operators should not underestimate retail outlets which offer an experience or entice potential customers with something different to what is available on the high street.
Phil Smith, speaking in July as then Coaching Managing for the Confederation of Passenger Transport (CPT), highlights that shopping habits have changed what coach operators offer but adds that such outlets still have much to gain from targeting the sector.
“Twenty years ago, if a coach operator was to offer a Christmas shopping trip to Meadowhall, it was quite easy to fill,” says Phil, who is now General Manager at Fourway Coaches.
“They were experiences in themselves. I think that era has passed. Some people take the view that’s not a day out now because they can do all that stuff online. So coach operators have to find another reason to run a day trip.”
Coach visitors come for more than just shopping – they want dining, entertainment, and shared experiences that online retail can’t offer – Fran Donovan
While several large retail centres market themselves as being coach-friendly, Phil believes some could do more to highlight what they offer.
“I think the problem is they’re not making the most of the facilities that they have to host coaches, if anything, which is another way of saying they’re losing out,” he says.
“They could probably be a bit more focused and get even more coach business. In my experience, most of them have coach parking facilities so it’s already made for coaches. There is probably untapped potential.”
That was borne out by routeone’s experience in preparing for this feature. Although several retail outlets appear from their websites to be coach-friendly, the vast majority of those invited to comment did not take up the opportunity.
Ena Mill chain goes the extra mile
In complete contrast to that is the owner of Ena Mill and two other similar outlets. Last summer, Ena Mill Retail issued press releases aimed at the coach sector when launching its new Millstores outlet in Cleveleys, Lancashire.
The entrepreneurs behind the 13,000 sq ft store, which opened in May, are marketing it as “coach-friendly”.
As well as the established Ena Mill in Greater Manchester, Jonathan Addis and Simon Yates also own The Courtyard in Tarleton Village near Southport. Both are popular with coach parties, the former attracting around 250 coaches per year.
Featuring more than 10,000 product lines from brands such as Rieker Footwear, Apricot, Regatta, TOG24, and Julian Charles, Millstores is continuing in the same vein.
Ena Mill Retail is offering a familiarisation tour for operators on 26 January 2026. As well as being introduced to Millstores, they will be given a tour of the town of Cleveleys, which is well located as a tour stop-over between Blackpool and Fleetwood on the Fylde Coast.
Coach parking is in the town, within walking distance of Millstores, while there is dedicated parking on site at Ena Mill and The Courtyard.
Subject to a minimum stay time and group size, drivers stopping off at any of the outlets in the chain receive £10. They also receive food and drink at Ena Mill and The Courtyard – an offer they hope to be able to extend at Millstores soon. Via the Coach Drivers Club loyalty card scheme, they receive a further £40 after four visits.
Coach passengers are also well looked-after. “We do a full meet service in which a member of staff will be there to greet each passenger coming off the coach, hand out the vouchers and answer any questions they might have,” says Jonathan.
According to Simon, they are trying to capitalise on untapped potential when it comes to the town of Cleveleys, which has launched its own coach-friendly campaign, supported by retailers other than Millstores.
Most of them have coach parking facilities so it’s already made for coaches. There is probably untapped potential – Phil Smith
“Coaches go to Blackpool coaches, go to Southport, coaches go to Fleetwood,” he says. “There is no reason why we shouldn’t be getting them into Cleveleys and I’m sure they do drop off in Cleveleys. But I’m not sure it’s been pushed before.”
Steve Reed, owner of Steve Reed Tourism, which has been working with Simon and Jonathan to promote Cleveleys, believes that such retail outlets could offer coach operators more than a useful stop-over but an experience in itself.
“We know through working with coach operators and group travel organisers over the years that they need to fill those coaches, which is a hard task nowadays,” he says. “They’re always on the lookout for new and different products to offer their customers.”
Belle Vue Manchester is an operator which has used Ena Mill extensively. Managing Director Phil Hitchen says: “We found it to be a great stop-off for a tea or coffee, lunch, brunch. There’s shopping there, there are things of interest.
“There are so many interesting outlets which appealed to every passenger, whether it be food, homeware, clothing, niche sorts of things. We made it a base going from Manchester out to North Wales or Cleveleys or Southport.”
Looking after drivers on coach shopping trips
Destinations do well to look after drivers in attracting coach groups, says Phil Hitchen.
He says: “It makes a difference to drivers. If outlets like that look after the driver, they pre-sell those venues; when they’re doing a rundown for the day, they’ll mention some of the features, for example. Shopping centres could take a leaf out of the Mill’s book.”
Several retail outlets see the value in marketing themselves at coach groups. Springfields in Spalding, Lincolnshire, features a coach drivers’ lounge, including “comfy” seating, hot drinks and a television. It has a dedicated main entrance drop-off and the centre offers an onboard “meet and greet” service. Drivers may be eligible for a gift voucher and complimentary food and drink.
Affinity Devon in Bideford announces “we love welcoming coach and group visitors”. It advertises free lunch for drivers and exclusive discounts for passengers.
The owner of Westwood Cross in Broadstairs, Kent, is another. It has gained CPT Coach Friendly status, having met the strict criteria that permits such a designation.
Fran Donovan, Centre Director at Westwood Cross, says: “Coach groups are a key part of our visitor strategy, bringing high-value footfall and boosting the local economy.
“With dedicated parking and drop-off zones, a fantastic mix of shopping, dining, and leisure, plus seasonal events, we make group visits memorable.
“Gaining CPT Coach Friendly status highlights our commitment to making Westwood Cross a welcoming, accessible destination for group travel while supporting sustainability by reducing individual car journeys.
“Coach visitors come for more than just shopping – they want dining, entertainment, and shared experiences that online retail can’t offer. By catering to these groups, we’re helping to strengthen tourism in Thanet and enhance the overall visitor experience.”
Although it is major retail centres which are these days more likely to capitalise on coach tours, Newcastle Christmas Market is offering a nod to tradition by taking part in a coach pilot scheme this winter.
CPT’s partnership with Newcastle NE1 BID and Destination North East means coaches have a reserved central drop-off and pick-up just two minutes from the main shopping area, up to 12-hour secure parking with onsite staff, and welcome packs with vouchers for drivers and exclusive discounts for passengers.
Aside from coach-friendly retail outlets, operators themselves still see commercial potential in offering shopping trips.
For example, Berrys Coaches of Taunton is offering excursions to Cribbs Causeway and Cabot Circus in Bristol, and LJ Edwards of Slough is taking passengers to Bluewater Shopping Centre, Lakeside Shopping Centre or IKEA Lakeside this autumn.
While the heyday of the traditional “shopping trip” may have passed, new opportunities present themselves to coach operators and retailers. Shopping may have largely moved online but experiences can’t. Savvy retailers realise this. By spotting outlets eager to market themselves towards tour groups and be genuinely welcoming towards them, operators can continue to keep retail as part of their itineraries.
