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.