Coach consumer research: ‘Embrace negativity, act fast’

Insurer McCarron Coates recently released consumer research suggesting that coach operators are out of touch with their customer base. What initiatives can be taken?

Insurance broker McCarron Coates released consumer research findings in late July that suggested the UK coach industry is “out of touch with potential customers”.

The findings followed a survey of 1,500 adults over the age of 18. In addition to the research, the supplier suggested ways in which the coach industry can alter its marketing strategies – to “embrace the negativity and act fast.”

routeone speaks with members of the industry to understand how that might look.

‘Concerning’ results from coach consumer research

Director of McCarron Coates Paul Coates describes the results as concerning. “They shocked us, so naturally the response was to ask ‘what can we do about this?’ We worked with our marketing company to see what operators can do to change perceptions around the industry.”

According to Paul, meetings with the Confederation of Passenger Transport (CPT) and RHA have led to agreements that the industry should respond by increasing awareness of the benefits of coach travel. But how does the industry – both as a whole and as individual businesses – reach the audiences it wants to reach?

Paul acknowledges that a broad brush approach is not necessarily the answer in reaching those customers – and that it requires knowledge of operators’ audiences and…