Leger Shearings Group (LSG) has reported a 17% rise in bookings for 2025 compared to the previous year for its coach tour operators Leger Holidays and Shearings.
In further encouraging news for the sector, the group also announced that, as of 31 December 2025, confirmed bookings for 2026 were up by 20% on the equivalent for 12 months earlier.
Shearings enjoyed a 17% increase in bookings for last year compared to 2024, boosted by a 50% rise in new customer acquisitions. Sales on the books for 2026 indicate a growth of 40%.
Leger Holidays reveals “clear demographic shift”, with its customers becoming increasingly affluent. The resulting trend for longer and more premium bookings has led to a 25% year-on-year growth for places on the Luxuria business-class coach.
That movement in the market has also inspired a 20% growth for the Grand Explorer collection of longer holidays.
The positive news for LSG has extended into this year with bookings to 13 January up 28% compared to the same date in 2025.
The group adds that this week has seen its strongest week for sales since January 2023, which had been particularly busy due to the recent end of COVID restrictions.
LSG says European travel is driving the growth and credits its improving marketing strategies, which have led to an increase in website sessions, brochure requests and sales calls.
Leger Shearings Group’s chief executive, Liam Race, says: “We are more than thrilled to announce these record-breaking results.
“Our focus on enhancing customer experiences, expanding our offerings with a change of image for both brands, has paid off immensely and Leger Shearings Group has changed the perception of coach holidays.
Leger Holidays’ “Skip the Airport… Keep the Luxury” campaign has changed the image of coach holidays, he believes.
“This initiative was aimed at promoting the ease and convenience of coach travel, appealing to customers looking for alternatives to the complexities associated with air travel, without skimping on comfort or luxury.
“We are especially proud of the performance of Shearings – a company Leger Holidays rescued after the previous owner went into administration in 2020.
“Despite the damage to the iconic brand’s reputation, we have brought it back to life and it has flourished within the Leger Shearings Group.”
LSG’s experience mirrors a wider trend across the industry, with a Coach Tourism Association qualitative survey last year revealing growing momentum in continental tours and premium coach products.
Mr Race adds: “We anticipate growth for both brands to continue in 2026 and beyond, as we remain committed to providing exceptional travel experiences to our customers. Leger Shearings Group has secured its place as the UK’s largest and most popular escorted coach holiday company.”
