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.