Is the industry seeing a renaissance in continental coach touring?

A look around coach tour operators to understand how tour programmes might be changing for 2025 has revealed a resurgence in the popularity of continental itineraries. So what are the reasons, and are we witnessing a new trend?

When coach tour operators get together there’s often talk about 2019 being one of the best years in terms of business. Passenger numbers were doing well, with often record numbers for tour and day trips.

Fast forward to 2022 and, in the aftermath of the damaging COVID-19 pandemic, customer confidence to travel was returning. While domestic touring and the ‘staycation’ effect was delivering good business, and with some reticence from some passengers about going ‘abroad’, continental bookings were starting to pick up again. Then came the much publicised delays at the Port of Dover. Operators acted quickly to mitigate the worst of the delays, in some cases sending tours out with two drivers, and placing drivers in Calais ready to take over at the wheel to ensure drivers’ hours’ compliance. This brought added cost, along with a downturn in customer confidence dented by media reports about the delays.

As a result, some operators stepped back from operating continentals, in some cases choosing to focus entirely on domestic itineraries. Elsewhere, programmes continued, but often slimmed down, in part prompted by a lack of experienced tour drivers, some of whom had left the industry during the pandemic.

But throughout, the continued lure of the Italian Lakes, Austria and many other destinations, kept the pilot light of continental touring alight. Today, for some operators, continental touring is seeing a resurgence.

More expensive but better value

East Yorkshire-based Acklam’s Holidays is one operator that has actually increased the number of continental tours over the last two years.

Louise Webster, European Holidays Manager, notes that one of the main reasons is down to value.

“The term ‘good value’ is becoming different,” she says. “Paying more, even being expensive, is being seen as good value if the tour content is good. The price point needs to be competitive of course but this isn’t just about price, it’s about the quality of both the hotel and the excursions. Because of where we are in the country we use P&O Ferries on the Hull to Rotterdam route. That’s a more expensive option than using Dover but our customers tell us they will happily pay more to use it as it avoids any possible hassle travelling through the Kent port. Our customers see the holiday starting in Hull and because of that they’re getting better value.

“For 2025 we’re increasing the number of continental tours by around 20%. We’re repeating those that have done well and those that our customers say they want. Customer feedback indicates that part of the increase in demand is because we’re taking the stress away from the passenger wanting to go abroad.”

Louise notes that the growth in continentals isn’t at the expense of domestic tours.

“Our domestic programme for 2025 is much the same as it is for this year,” she says. “One significant difference is more customers moving to our door-to-door service. Again, it costs more but is seen as better value for money. One product that we’re watching closely is the traditional ‘Turkey and Tinsel’ break. The product is holding up but we’re moving towards more ‘Festive Breaks’, with more content.”

More realistic pricing

Moving across to Shropshire, and Whitchurch-based Bensons Travel is finding that more expensive tours are proving to be successful.

“Cheaper tours aren’t doing as well,” explains proprietor Clive Benson. “Most operators offer such trips, so mine don’t stand out. However, our more expensive, crafted holidays, using four-star hotels, do stand out. Overall, I’m not far off pre-COVID-19 levels, but my pricing is much more realistic now. I’m pleased to say that my customers have come with me at the new prices. Overall income is much higher.”

But like Acklam’s Holidays, Clive is adapting to the problems at Dover.

“I’m doing a seven-day Christmas market tour to Germany,” he says. “I’ll be using P&O from Hull to Rotterdam, then down to Rudesheim. On the way back I’ll be stopping in Bruges and then coming back via Dover. Our passengers want a holiday, not an endurance test, and doing the North Sea overnight means the holiday starts much earlier. This year I ran a tour to Spain using Brittany Ferries to Santander to avoid both Dover and the long run through France. The tour filled quickly. When planning a holiday I ask myself a simple question: Is this a tour I would like to do myself?”

Looking ahead, Clive notes that it’s the cheaper end of the market that could be affected.

“The focus on quality means that hotels that provide a cheaper product will either struggle or go,” he says.

Changing demographic

But what about coach tour operators nearer to Dover? Heathside Travel, based in Ferndown in east Dorset, moved into coach touring in 2023 having set up a business in 2016 doing private hire and cruise work.

“We’ve been watching the situation at Dover closely,” says Director Tim Southby. “We ensure our departures are kept away from bank holidays and other peak times. We’ve been slowly building up our database, getting out and about, showing our coach off and putting our holiday products in front of people. That coach, delivered in April this year, is a 50-seat, tri-axle, Irizar i6S Efficient with purple metallic paint and colour changing vinyl. A second vehicle, a super-high, 42-seat Irizar i6S Efficient is due next year. Our 2025 brochure will be published in November but we’ve already been highlighting some of our holidays on social media. I think we’ve been surprised, pleasantly of course, at the interest shown in our continental tours. This year we’re running five continentals. Next year we currently have six. Having only recently started with a tour programme we don’t have the contacts for contracting so we use a number of tour wholesalers. Their experience has proved invaluable.

“Because we’re new our customer age profile is a little different. Around 80% of passengers on our continentals are over 65. The others are a mix of ages. For our forthcoming Austria trip we have two younger couples who have taken time off from work to come on holiday with us. Our 2025 programme includes a Paris river cruise, and trips to the Rhine and the Austrian lakes. To help us plan we’ve joined the Coach Tourism Association. It’s been a great way to meet new suppliers and attractions, and to talk with fellow operators.”

Driver availability

Andy Mottram, Tours Co-ordinator at Bibby’s of Ingleton, notes that this year has been one of the North Yorkshire operator’s best years for tours and day trips.

“We’ll be running 10 continentals in 2025, getting back towards the 15 we were running in 2019,” he says. “We’ve been cautious, not because of the hassles at Dover and elsewhere but because of driver availability. It’s really important to have the right drivers on tours. Our customers tell us they don’t want the hassle of airports but they do want to see Europe. For example, our 2025 tour to the Dolomites, new this year, sold out within two weeks of going on sale.

“We use P&O Ferries from Hull and DFDS from Newcastle on the North Sea, but with limited sailings that can present a challenge. We’ll put a tour in our brochure and book the ferry, but not receive confirmations from the ferry operators until much later. If, as has happened, they turn round and say we can have the cabins but there’s no space for the coach, we have to cancel the trip. But the advantages of sailing from Hull for example means that rather than a very early start and travelling the distance down to Dover, we can have a leisurely, lunchtime departure.

“We’ve put prices up a bit but we’re finding our passengers aren’t commenting on price at all. We’re fortunate that we don’t have any heavy competition, but I do feel we’re getting the product right. On our domestic programme we’ll be operating around 200 tours in 2025. It’s similar to this year. We’ve found a level.”

Paul Beaumont, Director of Greatdays Travel Group, a tour wholesaler working with many coach tour operators, recognises the importance of delivering value for money.

“I’m spending a lot of time visiting European destinations, not only checking the quality of the accommodation but also looking closely at the excursions options available,” he says. “The choice of a good quality hotel is really important, but it’s just as important to get the add-ons right. Extended tours need to be relaxing and excursions need to be at an easy pace. Get that right and operators will be able to deliver an attractive, value for money, memorable holiday.”