Hammonds Coaches was among coach operators increasingly recognising the value of exhibiting at the British Tourism & Travel Show (BTTS) on 19 March, with the company using the event for the first time this year to raise its profile directly with tour organisers.
For Managing Director Nick Hammond (pictured, above), the decision to exhibit was driven by a desire for face-to-face engagement with decision makers, which he argues offers a clearer return than marketing spend.
“We don’t operate any of our own holidays or have our own tour programme,” he explains. “We operate tours on behalf of tour operators and the reality is you could spend a lot of money on social media filling your coaches, or a similar amount on a stand at BTTS to get in front of the people making the decision on which operator they plan to utilise for the next few years.”
Hammonds runs a 12-vehicle fleet and employs 22 staff. It has built its holiday business around supplying vehicles and drivers to the trade rather than selling direct to consumers. Around 40% of its work is currently tourism-related, with the remainder spread across contracts such as schools and rail replacement.
Nick says that positioning avoids conflict with tour operator clients and is increasingly attractive to companies without their own fleets. “We’re not competing in the same marketplace… a lot of these companies would prefer their operators don’t have their own [holiday programmes],” he notes.
The company’s first appearance at BTTS also reflects its approach to growth. Hammonds is focusing on trade relationships and organic engagement through a website and newsletter instead of social media marketing. Early signs suggest the strategy is paying off, with strong engagement throughout the show. “We even had a queue at one point,” Nick adds.
Hammonds sees particular opportunity in the staycation market and an ageing population more inclined towards coach travel. Nick also observes that local authorities are taking note of revenue that coach tourism brings. He says he hopes to grow tourism revenue by 15-20% in the coming years.
Simply Liverpool’s joined up offer
Destinations are also sharpening their focus on coach tourism at BTTS this year.
James Wood, representing the Liverpool City Region Destination Partnership, says the organisation used the show to present a joined-up offer under the Simply Liverpool banner, bringing together eight partners from across the city region to appeal to group travel organisers.
“This year it’s been good to bring together attractions from all the Liverpool City Region districts,” he say
Southport, Knowsley, Wirral Peninsula and St Helens. “It’s a great opportunity to profile attractions that don’t normally do the trade.”
James says the mission reflects the growing appetite for coach tourism among venues, with new group-focused initiatives such as a tailored welcome scheme at The World of Glass, aided by, for the second year running, Liverpool’s Coach Friendly status.
“That contributes to growth,” James adds, noting that partners are taking the latter seriously and engaging with coach operators.
The region is now positioning itself around a pipeline of major events including the reopening of Tate Liverpool in 2027, stages of the Tour de France, fixtures at Everton’s stadium, a slate of Beatles-related anniversaries, and museum refurbishments through 2028.
James reports strong interest from buyers at BTTS, including growing international enquiries. “My main judge really is our partners,” he says, “and all of them are more than happy with the enquiries so far.”
