Coach operators experience a resurgence in business, overcoming numerous challenges.
- The Coach Tourism Association (CTA) reports a strong increase in business during summer 2024.
- Travellers’ confidence rebounds, leading to pre-2020 levels in coach tour numbers.
- New tourism products attract a younger demographic, expanding the traditional customer base.
- Late bookings and logistical complexities present challenges amidst rising demand.
Members of the Coach Tourism Association (CTA) have reported a significant increase in business over the summer period of 2024. This positive trend is reflected in the robust bookings for the end of the year and into 2025, as expressed by multiple operators in the sector.
Statistics indicate that coach tour traveller numbers have not only returned to pre-pandemic levels but have, in some cases, exceeded them. Such a recovery highlights a renewed confidence and habitual return to travel, after years affected by the pandemic.
The introduction of innovative coach tourism products has played a vital role in stimulating the market, especially by attracting a younger audience. This trend marks a shift in the traditional demographic, which has largely encompassed older travellers.
Operators are observing an increase in late bookings, typically made within three weeks of departure. This trend complicates planning with necessary services such as accommodation, attractions, and restaurants, thus posing challenges to the smooth execution of tours.
Despite the popularity of European coach trips, the CTA has emphasised the need for parity in service levels for cross-Channel travel. There remains a call for better facilities at ports and with Eurotunnel. Additionally, members eagerly await the 2025 launch of the Etias visa waiver scheme, which could further ease travel.
Robert Shaw, CTA chair, acknowledged the industry’s resilience despite facing price inflation, cross-Channel delays, and driver recruitment gaps. He emphasized that ‘consumer demand remains high as travel remains a priority for many.’
Claire Smith, finance manager at Eastons Holidays, echoed this sentiment, noting a marked improvement in the UK market over the last two years. She said, ‘we are certainly back to pre-pandemic levels of departures.’
Despite ongoing challenges, the coach tourism sector continues to thrive with strong consumer demand and innovative offerings.
