Coaches are great, and coach businesses are great too. It’s a simple message that the industry has been quietly saying for many years.
For those whose last travel experiences were on school trips in the ‘70s or ‘80s, the modern coach will be a revelation, not least with air-con as standard.
But how easy is it to spread the message among potential customers?
Marketing is an obvious answer. But, as some of the country’s top-flight operators demonstrate, you don’t need to spend huge amounts of cash on it.
Indeed, the current social climate is well suited to local promotion, thanks to a general backlash against multi-national corporations, and recognition by the public of the value of locally-owned and run businesses.
Most coach operators fit directly into this category and you’ll not find it hard to name a dozen or so well-known coaching names that are respected within our industry and by their customers.
The savvy operator knows that adding value to a private hire – such as working with the client to plan the best itinerary – means repeat business is more likely and a fruitful relationship can develop.
Some operators manage to meld a number of the magic ingredients together, and that’s when it becomes a winning formula.
This week new CPT President Ian Luckett has thrown down a media challenge to operators (page 67). Will you take it up? We hope so.
