The industry is going through a tricky time currently. But these things are cyclical. They come and they go.
Inevitably, there will be the odd casualty along the way. But those businesses that emerge from difficult periods often find themselves in a better position than before. They gain valuable lessons that can be leveraged in the future.
Woes on the high street are among several challenges being dealt with by bus operators. In some areas the net impact is less than in others thanks to the economic microclimate or the approach taken by local authorities, among other factors.
Derby and Nottingham are, like most other cities and towns, feeling the squeeze. Not as much as they may otherwise have done; in particular, Nottingham City Council is highly protective of its urban centre. Even so, an effect has been felt.
Instead of accepting that and trimming routes and frequencies, operator Trentbarton has done the opposite. It has, says MD Jeff Counsell, “turned the tap on further.” It is fighting fire with fire.
That approach will not work everywhere. In some places, difficult decisions will no doubt be necessary if high street attrition continues at its current pace.
Trentbarton’s overall approach demonstrates that if the bus industry is to have a positive future, it needs to up its game and pitch even harder for leisure travellers. Trentbarton invests in its fleet and its staff. It pioneered ‘tap on, tap off’ contactless ticketing. Its approach to customer service is first-rate. All of those attributes may need to become the norm, and not the exception, if the bus industry is to be assured of a prosperous long-term future.
