It’s not often a new name appears in the coaching industry, and rarer still for it to become a success. Hough’s of Lincolnshire managed to do so – by giving its customers the personal, human touch
Chasing a dream can mean leaving everything behind. That was the case for Rosina (Ros) Hough. Saying goodbye to a home and a career did not come at the cost of her own ambitions, but those of her husband Richard. Sacrifices were made in order to put everything into his dream to own a coach firm. Hough’s of Lincolnshire was born – and it would go on to win Small Fleet Operator of the year at the 2018 British Coach Tourism Awards.
Hough’s of Lincolnshire: Out of the blue
A relative latecomer to the coaching industry, Richard Hough’s new firm was spurred by his previous work at Appleby’s.
It was there that he met his wife-to-be, Ros, in the year 2000, and within six years they would be wed and ready to plunge into the uncertainty of running their own coach business.
The hub of the operation is an unassuming office off Middlethorpe Road in Cleethorpes. It is a nod to the days gone of travel agents, of friendly smiles and smart uniforms; of face-to-face encounters that assure quality and customer focus.
Files and folders fill the shelves at the back of the room; there’s a nostalgia in its approach. Customer focus and interaction is what’s crucial to the business, Ros says.
The stress of making this a reality took its toll. A primary school teacher since her mid-twenties, leaving that career was not going to be easy for Ros – and not even permissible at the very beginning. It is the ultimate story of entrepreneurship in the modern day: The couple surrendered everything in order to make Hough’s of Lincolnshire work.
To minimise risks, Ros continued teaching, even while balancing the company’s paperwork. Richard was out on the road in their only vehicle, then a VDL Bova, leaving the admin work in her hands.
It was exhausting. Days began before 0500hrs; bus journeys to and from Hull were spent preparing lesson plans and marking schoolwork. Evenings were committed to organising the new business. A meal might be squeezed in – and six hours of sleep, if they came, would be gratefully received.
Sudden breakthrough
Things improved rapidly once the business found its footing. Finding hotels to work with and a customer base in order to start operating holidays was always going to be the first hurdle.
Thanks to the cancellation of a coach contract with a hotel in Perthshire, an opportunity opened up. That same day, between 1530hrs and 2200hrs, the enquiries came in – and Hough’s customer base swelled from 25 people to 250. It now stands at 7,500. Today the firm organises around 120 tours a year, day trips, private hire work and school duties for quieter times of the year.
Expansion followed in the coming years with new vehicles, drivers and staff. By 2008 there were three coaches, two drivers as well as Richard, and an office assistant. Today the office employs six people, while both full time and part time drivers are out on the road in five vehicles.
What’s in a brand?
The firm recently took delivery of two new Scania Higer Touring coaches on 69 plates, both equipped with 59 seats, toilet and kitchen facilities.
Hough’s of Lincolnshire now has four Scanias to its name, and one Volvo Plaxton Elite, formerly the Grimsby Town FC team coach – acquired from another operator after the contract ended.
Initially the plan was to trade in one of the old vehicles for a new coach. It was on the drive back from purchasing the first of the new Scanias that Ros and Richard were given a call by the Sales Manager at their Worksop distributor. A deal on its sister vehicle was offered. The pros and cons were weighed, and after 10 minutes of deliberation, both of the coaches came back to Lincolnshire. That’s the kind of quick decision making the industry demands.
Hough’s favouritism for Scanias stems from Richard’s experience with the brand when he worked for Appleby’s.
Combined with a well-equipped workshop, where the firm does its own maintenance, and a well-stocked parts supply, operation of the vehicles works like a well-oiled machine.
A pair of older models perform private hire work and school duties, while the new Scanias take pride of place in the tour and day trip work.
Customer focus
The secret to Hough’s success, Ros says, is a simple one.
Naturally, being a small, friendly, family-run business is what gives the company much of its appeal. But it has never desired to grow large – it has stuck true to principles of customer focus and quality tailored holidays.
“People can speak to us face-to-face. They can and do ask for me if they have a problem, or want to discuss their holiday. We like to keep things small,” she says. And in order to keep relevant, it caters tours to different age groups. “It used to be that we always had older people book with us,” she continues. “But we’ve put up a lot of different things that younger people like, and five years ago we started our continental holidays having just operated in the UK to begin with. Our holidays are very reasonably priced, as well.”
The biggest challenge has been moving with the times. Hough’s has to keep up with both its older customers, as well as maintain an appeal to the younger generation – after all, the former won’t be around forever.
The majority of the tour brochures and excursions therein are conceived and designed by Ros and colleague Amy Wicks, while the website was made and is maintained by another colleague, Lynne Frankish. Finding what might be of interest to the right audience is how the firm stays competitive – not simply against the likes of other coach companies, but of alternative holidays. “People won’t just keep coming to you,” says Ros. “You have to give them a good service – and remind them that you’re here.”
That has even involved brochure deliveries, and door-to-door distribution. Hough’s doesn’t have to worry about much competition from the sector, given its location, but is always trying to stay one step ahead regardless.
Looking after its customers is where it has found the root of success. It will celebrate alongside them – when marriages or graduations come around, it will show its care through simple gestures, such as a bouquet of flowers. “They look after us, so we look after them,” Ros says.
Staying relevant
There is a fear that small touches such as those provided by Hough’s are lost as society is transformed into one of faceless, digital transactions. But the break in human connection that results from touch-screen menus and online bookings only goes to show how important Hough’s methods are, and how vital it is to preserve them.
The firm doesn’t currently supply an online booking form, though that is likely to change. The pressure is there, Ros says. But there will always be that preference for customers to walk through the door, or pick up the telephone. Some of them simply want to ring up and chat when lonesome – and Hough’s is happy to be there.
“As long as we keep the face-to-face interaction, we’ll be OK with the move online,” Ros adds. “People will always be encouraged to come in and speak to us.”
It’s not just a case of sentimentality or nostalgia. It has its practical applications. Those worried about accessibility will be invited to see the coaches in the yard. There they can get a feel for space, the height of the steps, and how comfortable the trip will be for them.
Knowing its customers also lets Hough’s know what will be suitable. Repeat customers will come when they know an operator can cater a trip to what they enjoy. It serves no advantage to sell a customer a tour they might dislike.
As time goes by, Hough’s is focused on upgrading its fleet. It has two more O-Licence discs to its name and can expand if necessary. But Ros says growth is arrested by Hough’s focus on quality. “We want to give good quality. That’s what we do.
“Customer focus is the be all and end all. We could have the finest coaches in the world, but if we don’t have customers – we’ve got nothing.”
