The Future of Coach Tourism: A Conversation with Mike Newman
Mike Newman, founder and Managing Director of b2me Tourism Marketing, has been at the forefront of travel trade engagement for over two decades. He is an expert in travel industry engagement and has worked with destinations across the UK on strategy and development of travel trade readiness. With a background that includes eight years as Marketing and Communications Manager for the Group Travel Organisers Association, Mike has deep roots in the domestic coach market and currently working across regions including the North East of England, the Cotswolds and with Birmingham City Council to support international and domestic travel trade engagement.
This year, Mike will join the ‘The Future of Coach - Are We There Yet?’ panel at the CPT Operator's Forum on Day 2 Euro Bus Expo, alongside Graham Vidler, CEO of Confederation of Passenger Transport, Andrew Luckett, Director at BluMarbl, and Duncan Aspinall, Director at Holmeswood Coaches.
With new research underscoring the economic impact of the coach industry and a steady shift in perceptions about its broader societal contributions, this panel session will provide a forward-looking view of the coach market. The session will cover topics such as city-wide coach strategies, sustainability initiatives, advancing vehicle technology, and the life of a coach operator, promising an insightful exploration of the road ahead. For his panel contribution, Mike will highlight the increasing importance of coaches to destinations, emphasise the sustainability benefits they bring, and discuss how cities and locations are re-evaluating their engagement with coaches.
We caught up with Mike ahead of his session to hear his thoughts on the future of coach tourism and his advice for operators looking to strengthen their role in the tourism landscape.
Can you tell us more about your business and what it does?
"b2me is a leading provider of travel trade engagement training and strategy for destinations, experiences and the accommodation sector across the UK."
What are the most rewarding and challenging aspects of your job?
"For many clients already benefiting from success in the tourism economy, the challenge to improve figures year on year can be a huge challenge for them. Moving the dial in these cases is difficult and so the biggest reward for me is to support them in finding new ways to develop business or develop new approaches to existing methodologies."
What's your key takeaway of the year (so far)?
"Markets and audiences may shift but quality of delivery remains exactly the same."
What are you most looking forward to at Euro Bus Expo?
"I’m looking forward to meeting coach operators and gaining a deeper understanding of their perspectives. As an industry, tourism is probably the most inclusive of its kind. For the coach and bus industry, Euro Bus Expo is a great opportunity to be at an event made up exclusively of your peers; learning, inspiring and socialising with each other."
What can visitors expect to learn or experience from your session?
"Not all destinations are created equal. There is a disconnect between aspects run by councils such as parking, waiting, signage and facilities and tourism wants and needs. Whilst this is being worked on, it is a process and the conversation needs to step up so that both sides are heard and issues are looked at as no longer being insurmountable."
What advice would you give operators to stay competitive in today’s market?
"Experience is everything for audiences, and coaches - particularly smaller vehicles, can gain unprecedented access to more and more aspects of our diverse tourism eco system. Review products in consultation with destination marketing teams. Sustainability is top of mind across the board and coaches are environmentally so much more friendly than individual car journeys. If you are considering investing in electric vehicles, contact the destinations and see where commercial charging points are being planned. Work together."
What is the biggest challenge you see facing coach tourism today, and how can operators best address it?
"I would suggest it is appealing to younger demographics and adapting itineraries to their wants and needs. Audience diversification is always tough as no one wants to alienate a core audience. I would suggest considering electification of smaller vehicles in fleets if possible and stay relevant through engagement with destinations and experience providers."
Looking ahead, what are the biggest opportunities for the industry?
“People looking for more sustainable ways to travel to more interesting places. It's a huge opportunity for the coach industry to adapt."
What advice would you give to operators looking to future-proof their businesses, given the changes you've seen in the industry?
“Electrification of vehicles and ensuring that websites have enough data content (not just text) on them to allow AI to find your business on search - it will be a total game changer."
Join Mike Newman and other industry experts at Euro Bus Expo’s CPT Operator Forum on Day 2 for an insightful discussion on the future of the coach industry. Don’t miss this chance to explore the latest strategies, sustainability initiatives, and opportunities that lie ahead. Register now.
Driving Accessibility: Lydia Horbury Shares Advice for Bus and Coach Operators
As the Director for England at Bus Users UK, Lydia Horbury is dedicated to ensuring that public transport serves as a vital lifeline for communities across England. Appointed in 2023, Lydia brings a wealth of experience from her background in marketing and public relations, which began in the transportation sector and advanced through senior leadership roles in education. Her work focuses on making bus travel inclusive and accessible for all, addressing the challenges passengers face while advocating for high standards in transport planning.
Lydia will be joining a panel at the Confederation of Passenger Transport's CPT Operator Forum on Day 2 of Euro Bus Expo, "The Accessibility Challenge". Jenny will be sharing the stage Keith McNally, Operations Director at CPT, Chris Edwards-Thorne, Marketing Manager Global Transport at Altro, Jenny Tocknell, Head of Operations & Safety Assurance at National Express, and Roland Eglinton, Managing Director at Chalkwell Coach Hire. Together, they’ll delve into the evolving accessibility landscape, discussing regulatory requirements and exploring opportunities for operators to enhance passenger experience and inclusivity.
Ahead of her appearance in the Masterclass Theatre, we sat down with Lydia to discuss her insights on accessibility, her work with Bus Users UK, and the ways in which operators can make a difference. Here’s what she had to say.
Can you tell us more about Bus Users UK and what it does?
“The vision of Bus Users UK is that all communities have access to the best possible transport links. Our mission involves promoting inclusivity and accessibility in public transport, raising awareness of the effects of transport poverty on loneliness, isolation and social exclusion, and resolving passenger complaints. We are a charity registered in England, Wales, and Scotland, an approved Alternative Dispute Resolution (ADR) Body for bus and coach passengers, and a member of the Sustainable Transport Alliance.”
What are the most rewarding and challenging aspects of your job?
“The most rewarding aspect is seeing the positive impact of accessible and inclusive bus services on communities. Knowing our work helps people connect and lead independent lives is incredibly fulfilling. However, balancing the diverse needs of passengers with the realities faced by operators and local authorities presents a challenge. It's this challenge that drives me - working collaboratively to find solutions that ensure buses truly serve everyone.”
What’s the best advice you’ve ever been given?
"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel" ~ Maya Angelou.
What’s your key takeaway of the year (so far)?
“The word ‘bus’ comes from the Latin word ‘omnibus’, meaning ‘for all’. So if a bus isn't accessible to everyone, it can't really call itself a bus, can it?!"
What can visitors expect to learn or experience from your session that will directly benefit their operations?
“Insights from our recently released report, 'Why Are We Waiting?' which explores disabled persons' experiences of bus travel. I will share some of our recommendations for improving accessibility at every stage of a journey- from pre-journey planning, boarding the bus, the travel experience, to alighting. These insights are designed to directly benefit operations by highlighting actionable steps that can enhance the accessibility and inclusivity of bus services, ensuring a better experience for all passengers.”
Based on your expertise, what advice would you give coach and bus operators to stay competitive in today’s market?
"Prioritise the trifecta of: accessibility, sustainability, and customer experience. By investing in accessible services that cater to the diverse needs of all passengers, including those with disabilities, operators can expand their customer base and enhance their reputation. Embracing eco-friendly practices and technology can also differentiate operators in an increasingly environmentally conscious market. Finally, maintaining strong communication with passengers—listening to feedback and continuously improving services - helps build trust and loyalty, keeping operators competitive in today’s market.”
What is the biggest challenge you see facing the coach and bus industry today, and how can operators best address it?
“The biggest challenge facing the coach and bus industry today is balancing the need for sustainable and accessible services with financial and operational constraints. As public expectations around environmental responsibility and inclusivity grow, operators must adapt quickly to meet these demands while managing costs.”
Looking ahead, what are the biggest opportunities for the coach and bus industry in the coming years?
“Looking ahead, the biggest opportunities for the coach and bus industry lie in sustainability, technology, and inclusive mobility. With the global shift towards greener transport, operators have the chance to lead the way by investing in zero-emission vehicles and sustainable infrastructure, attracting environmentally conscious passengers and securing government support. Technological advancements, such as real-time data, mobile ticketing, and AI-driven route optimisation, can enhance operational efficiency and passenger experience."
Additionally, there’s a growing opportunity to champion inclusive mobility by designing services that cater to diverse passenger needs, including those with disabilities, elderly individuals, and families. By embracing these opportunities, the industry can position itself as a critical player in building the future of sustainable and accessible public transport.”
What advice would you give to operators looking to future-proof their businesses, given the changes you've seen in the industry?
- “Embrace Sustainability: Invest in green technologies and practices, such as electric or hybrid vehicles and eco-friendly maintenance processes. This not only reduces your carbon footprint but also meets growing regulatory and consumer demands for sustainable transport.
- Prioritise Accessibility: Ensure your services are inclusive and cater to all passengers, including those with disabilities. Engaging with communities to understand their needs can lead to enhanced services that attract a broader customer base.
- Leverage Technology: Adopt digital tools for ticketing, scheduling, and real-time passenger information.
- Focus on Customer Engagement: Maintain strong communication with your passengers. Collect feedback regularly to understand their needs and preferences, and adapt services accordingly.
- Integration: Work with local authorities, community organisations, and other transport operators (train, tram, ferry etc) to create integrated services that enhance connectivity and multi-modal integration.”
Don’t miss the chance to learn directly from Lydia - register now and be part of the conversation in the CPT Operator's Forum at Euro Bus Expo 2024.