Lionesses celebration hire ‘our proudest day’: Whites

Whites Coaches Lionesses celebration transport

A coach operator has described as “the proudest day in our history” its carriage of England’s Lionesses to a celebration in London of their victory in the UEFA Women’s Euro 2022.

Whites Coaches of St Albans provided two Mercedes-Benz Tourismos to convey the Lionesses and their support staff from their hotel to the event. Transport to and from matches was handled by Swans Travel, but use of Whites’ Tourismos by the Lionesses is further evidence of successful business evolution, says Director Greg White.

Previously the operator focused primarily on smaller vehicles, but the pandemic saw it add larger coaches to those. It now has four full-size fleet members with a fifth due, and that has opened the door to working with non-league football teams, including local club St Albans City FC.

The coach used to carry the Lionesses to Trafalgar Square on 1 August was one of the first full-size examples to join Whites. It arrived in a neglected state and required £35,000 of investment by the new owner.

Mr White likens that coach’s transformation to one that conveyed the Lionesses to their celebration as a metaphor for the return of his business and the wider industry since the pandemic. “2022 will be our best year ever,” he adds, noting that in addition to more team transport, Whites is seeing an increase in golf tours. Incoming tour bookings are also strong.

Carriage of the Lionesses saw Whites’ team begin preparation of the coaches at 0400hrs. During the celebrations the vehicles were permitted to park in Trafalgar Square, although Mr White did not drive one himself. They were entrusted to two of the operator’s most experienced staff.

“It was an emotional moment to see our coaches carrying out such a high-profile job after the events of the past two years,” he concludes.