Consolidated destination ‘takeover’ events for coach tourism operators that create a strong value for money perception among customers are building in popularity, one North Wales business active in that field has found.
Voel Coaches of Dyserth sent four vehicles and almost 200 guests and staff to Tiffany’s Hotel in Blackpool for a weekend in early February. Integral to the event were arranged entertainment packages, with the venture representing a continuation of the Denbighshire operator’s ongoing large-scale approach to some tours.
That commenced with post-COVID Christmas parties for customers and expanded into concerts at the Pavilion Theatre in Rhyl. Voel General Manager Geraint Higgerson notes that Tiffany’s Hotel was amenable to the approach and booked out all its rooms to the operator across the weekend.
“Customer feedback is generally that they enjoyed using Tiffany’s Hotel on other tours, bingo daytrips and previous events hosted by Voel Coaches. This was an opportunity to combine all three aspects,” he continues, adding that parking provision at the coach-friendly venue is good.
Bringing so many customers together in one location also gives an excellent opportunity to sell further tours, he adds. Voel had special offers to hand during the Blackpool event and Mr Higgerson reports that almost 350 bookings were taken, including for a takeover event in the same location during 2027 that accounted for 75 of those.
Encouraging early sales on such a basis benefits the operator’s planning and marketing efforts by giving good long-term visibility of trips’ viability and removing a need to offer last-minute deals, the operator has found. The Blackpool takeover saw temporary office space set out in the hotel reception to handle bookings.
It also saw £4,000 paid in bingo prizes and six entertainment acts staged. Mr Higgerson has commended Voel staff on site for delivering excellent service to customers, and those who coordinated the occasion and showcased the operator’s ability to execute large-scale events.
Use of four coaches allowed a variety of pick-up points to be served by the operator and permitted staggered return departure times to accommodate customers’ other commitments. That leveraged the number of bookings that could be taken, Mr Higgerson says.
On wider coach tourism trends, he adds that Voel customers increasingly seek day trips and tours with added extras such as events, entertainment and concerts, entry to attractions, and other experiences.
They “are essentially after greater value for money,” he continues. “Admittedly, this does add to the total costs even with group rates, [but it is] accepted.” That reflects travellers’ wider willingness to pay more as long as perceived value for money is strong; an ability to spread payments – which Voel offers – is another attractive point to buyers, Mr Higgerson adds.
