The Coach Travel Group has launched what it calls a new brand narrative majoring on core pillars of collaboration, trust and growth to mark a first year for the multi-operator business.
It was formed in mid-2024 and has expanded since then via purchase of Stewarts Coaches and Horseman Coaches to build an overall fleet of around 550 vehicles. Collaboration, trust and growth are said to reflect both the journey so far and ambitions for the future, which The Coach Travel Group CEO Tom Stables outlined via routeone earlier in 2025.
Debut of the new narrative is part of what the group says is a wider ambition “to modernise coach travel while staying true to its local roots.” That will be accompanied by an ongoing investment in technology, a strengthening of community engagement, and maintaining a focus on service delivery.
Mr Stables adds that The Coach Travel Group is “creating a trusted nationwide network where collaboration, trust and growth underpin everything we do” and has underlined that the company sees “real potential to double or even triple our scale in the years ahead.”
However, he says that “growth will never come at the expense of quality.”
The group chief continues: “By protecting local identities while amplifying them with the backing of the group, we will win together, one journey at a time.
“This is a new chapter built on shared strength. Collaboration helps us to innovate faster, trust ensures we deliver consistently, and growth creates lasting impact for our people, customer, and communities.
“Every operator brings something unique, and together we are creating a network that is stronger and more connected. We believe in setting new standards for coach travel and creating opportunities for our teams to thrive. Our story is not just about where we are going, but how we get there together, with integrity, ambition, and a commitment to excellence.”
Adds Head of Marketing, PR and Communications Bethany Morgan: “To be part of The Coach Travel Group journey from the beginning has been an amazing experience. Seeing first-hand how much work goes on behind the scenes to develop all the brands, without losing any of the history and heritage that customers love has been inspiring.
“The values of collaboration, trust and growth are at the heart of what we do, and it has been rewarding to see those come to life in such a short space of time.”
