As the coach and bus industry evolves, topics like sustainability and social value are becoming key considerations for operators aiming to win new government tenders. At this year’s Euro Bus Expo, Rachel Hughes, Director of Surbon Consulting, will present her insights in the session “Demystifying Social Value” on Thursday, 14 November, 2.15 – 2.25pm in the Masterclass Theatre.
What is Social Value, and why does it matter?
Social Value is a term that captures the additional economic, social, and environmental benefits that can be achieved through government spending.
For operators, this is becoming increasingly relevant, as UK central government contracts now include social value as a minimum of 10% of the tender weighting, in place since 2020. Devolved and local authorities, such as Transport for Greater Manchester, are also integrating social value into bus tenders.
Rachel Hughes’ session will demystify social value by explaining what it is, how it can be measured, and what ‘good’ looks like in practice. Through case studies, she will provide actionable insights for operators who want to leverage social value in future government tenders and communications.
Ahead of her presentation, we caught up with Rachel to explore her work, her thoughts on social value, and the advice she has for coach and bus operators navigating the changing landscape.
Introducing Rachel Hughes: Expert in Social Value
Rachel founded Surbon Consulting in 2013 and has worked extensively in the UK and Middle East, supporting the public transport industry with business development and sustainability services. She has designed and implemented social value plans for major operators including Stagecoach and Go-Ahead, most recently completing work in Manchester.
With a BA (Hons) in Geography from the University of Oxford and a master’s in Carbon Management from the University of Edinburgh, Rachel is also a Fellow of the Chartered Institute of Transport and Logistics.
Can you tell us more about your business and what it does?
Rachel: “Since 2013, I have provided business development and sustainability advice to the transport sector across the UK and the Middle East. My projects range from supporting social value initiatives for large-scale bids, such as the Elizabeth Line and Manchester bus franchising, to business development support for a transport start-up in Dubai.”
What are the most rewarding and challenging aspects of your job?
Rachel: “The most rewarding and challenging part is supporting my clients to win new work.
My dad always said, ‘Persistence is omnipotence,’ and that advice has stuck with me throughout my career. It’s something I would pass on to others in the industry – staying persistent is crucial for success, especially in such a competitive environment.”
What’s your key takeaway of the year (so far)?
Rachel: “The world feels more volatile, uncertain, complex, and ambiguous. However, there are always opportunities. For example, we’ve seen an increase in government funding for electric buses, e.g. since 2020, UK government have spent £3.5 billion which is a significant step forward.”
What can visitors expect to learn from your session?
Rachel: “During my session, I will cover what social value is and how it’s measured. Visitors will discover that they might already be doing a lot of social value work within their operations -whether through apprenticeships or charitable giving. I’ll also show how they can use this knowledge in future government tenders and in broader communications, which is crucial as social value is becoming a requirement in contracts.”
What advice would you give coach and bus operators to stay competitive and future-proof their businesses in today’s market?
Rachel: “The industry has undergone a lot of change, as has the wider business and political environment in the past five years. My advice is to embrace change and communicate the need for it clearly to staff, customers and the supply chain. To future-proof their businesses, operators should be prepared to be agile and flexible, taking advantage of changes where possible – whether that’s adapting to new regulations like social value or evolving business models such as franchising, involving the staff as agents of change, where possible.”
What are the biggest challenges and opportunities facing the coach and bus industry today?
Rachel: “One of the biggest challenges is balancing ambitious decarbonisation targets against available funding. Operators need to be proactive and organised while exploring alternative routes and options to achieve these goals.”
“At the same time, there are significant opportunities in continuing to encourage people to travel by bus and coach through market-led services. The more we can demonstrate the value of public transport over private car usage, the better we can position the industry for future growth.”
Discover How Social Value Can Benefit Your Operations at Euro Bus Expo
Rachel’s session on social value will provide practical insights that can directly benefit coach and bus operations, especially as the industry increasingly integrates sustainability into its business models. But that’s just one part of what Euro Bus Expo has to offer.
With a diverse range of exhibitors showcasing the latest in vehicle technology, digital solutions, and operational tools, the event is designed to help operators discover new ways to improve efficiency, reduce costs, and stay competitive. Attendees will also have the chance to network with peers, gain insight into current regulatory changes, and explore the future of decarbonisation, accessibility, and innovation in the transport sector.
Says Rachel: “Euro Bus Expo brings together a wide range of insightful exhibitors and speakers in an easily accessible location, making it the perfect event for operators who want to stay ahead of the curve and learn about the latest trends in the industry.”
Don’t miss the chance to hear from Rachel and other industry experts at Euro Bus Expo. Register for free today and join us for three days of thought-provoking discussions, cutting-edge products, and valuable networking opportunities.