Volvo has identified a potential new coach seat layout that would be more attractive to passengers, to meet demands for more privacy, more space and better views.
It is the result of a survey of 6,000 passengers across Europe, of which 1,000 were in the UK, who had taken at least one coach journey of more than an hour in the last year. Participants did not know the survey was commissioned by Volvo.
As part of the research, which feeds into its coach designs, Volvo asked passengers which seat they would most like to sit in from a plan of a hypothetical hybrid 2+1 layout. The answer was overwhelming for seat 23; followed by the front nearside window seat.
The biggest factors to turn a coach journey from “a good one, into a cool ride” are legroom (61%), the seat (60%), followed by the driver (38%). Results from the UK showed significantly higher passenger satisfaction with drivers, meaning that with the UK excluded, the impact of the driver rises to 44%.
‘Millennials’ – those in the 18-29 age range – are more willing to pay for extras on top of their ticket price. A total of 30% said they would pay extra for fast wi-fi to stream music and video, followed by increased privacy/a secluded seat (19%), and an entertainment system with movies, TV series and games (19%). The findings are in stark contrast to the main reason for this group choosing coach travel with 49% saying “because it is inexpensive.”
Conversely older people (over 60) want to pay least for their ticket and are least likely to want to pay for extras.
The full report will be published this autumn, says Volvo.