The introduction of the European Travel Information and Authorisation System (ETIAS) is expected to place additional pressures on the coach travel sector and its customers, with one major European holiday operator warning the industry will likely need to play an active role in guiding its customer base through the new digital requirements.
Alongside full implementation of the European Entry/Exit System (EES), expected by April, ETIAS, a separate pre-travel authorisation system, was at time of writing scheduled to follow in the final quarter of this year. ETIAS will apply to all visa-exempt travellers entering much of Europe.
Writing in the August 2025 issue of AGTO Traveller, quarterly magazine for the Association of Group Travel Organisers, Stuart Render quotes Nick Goodchild, of AGTO legal partners Travlaw, as describing EES as “the physical checks at the border” while ETIAS will function as a pre-authorisation similar to the United States’ ESTA system.
Mr Goodchild stresses that, while legal responsibility for compliance rests with the travellers, tour operators and group organisers should be proactive to avoid disruption. Travlaw’s guidance recommends providing ample information early and repeatedly, updating booking conditions, and encouraging passengers to apply in advance.
Chris Plummer, Chief Operating Officer at Leger Shearings, tells routeone that he does not expect the introduction of ETIAS to deter demand for coach holidays — but the administrative change and its novelty may present a challenge for customers who are less confident navigating online systems or sharing personal data.
“Our customers are very used to travelling with us without having to do anything like this,” Mr Plummer notes, revealing that the company has been preparing for ETIAS since its announcement alongside EES. He says the company has avoided premature or overly detailed messaging until more clarity is forthcoming on implementation dates. “The risk is confusion, particularly when we are discussing EES at the same time.”
Leger Shearings hints at a phased approach to communication. It currently directs customers to the EU’s official site on ETIAS, but expects more messaging to become the norm. Mr Plummer encourages the industry to be proactive in assisting older demographics with the process, arguing it is likely to be the administrative burden, rather than the introduction of the €20 fee, that will be the main concern for travellers.
”A lot of people assume everyone can do everything online,” he says. “Our customers may be comfortable using smartphones, but this doesn’t necessarily mean they are comfortable giving passport details and personal information out in an age where they are constantly warned of the dangers of doing so.
“For many of our customers that cost will not apply, or it will likely be accepted as it is only renewed every three years. The real issue is confidence in the process.”
Coach operators, he says, are well placed to provide reassurance due to multiple contact points with customers before departure. “There are opportunities at booking, in our pre-travel documentation, at local pick-ups and even on the day of travel to ensure people are ready.”
Uncertainty remains around enforcement timelines, however, and Mr Plummer says Leger Shearings is trying to avoid confusion at a time when EES is still being applied inconsistently. But he is confident that ETIAS will become “par for the course” in time.
“What we as coach operators need now is clarity,” he says. “We need clarity on when ETIAS starts in earnest and details of grace periods and when they end. Ultimately, if someone cannot travel, that lands with us on the ground.”
