Adrian Morton visits Woods Travel of Bognor Regis, after the company received further accolades from the local business fraternity
After hearing back in June that Woods Travel of Bognor Regis had won the category for ‘Large Business of the Year Award’ at the Chichester and Bognor Regis Chamber of Commerce Business Awards 2024, I thought it only fitting to pay the company a visit and find out more.
At the time the company said on its website: “To emerge as the winner fills us with immense pride. We feel this reflects the dedication and tireless efforts of our entire team. From our office personnel in the sales, transport, tours, excursions, finance, and marketing departments, to our drivers, mechanics, and the many partners we collaborate with daily. And, of course, our Joint Managing Directors Tina and Kristy. Everyone plays an integral part in our ability to provide the very best service to our customers.”
Despite being only 50 miles from where I used to operate coaches myself it is a business I knew little about but one whose coaches I used to witness on the road regularly. Back then its fleet consisted near exclusively of VDL Bovas, including standard and low height Futura Classics, Magiqs and latterly Futura IIs. Its livery, although changing over the years has always been instantly recognisable. It always felt like a company that oozed quality, a company that did things right.
After a brief conversation with Joint Managing Director Tina Shaw-Morton (no relation!), I set out for the lengthy drive down to the south coast. The operation is set over two sites; the depot is near Arundel, some 10 miles away from the company’s headquarters in Aldwick, on the edge of Bognor Regis, just metres from the sea front. Set over three floors, a corner plot Victorian building houses the company’s main offices. The bottom level is a travel agency and shop, the second for operations and the third for holidays and excursions. I joined Tina over a coffee in her office on the second floor of the building, where with the windows open the smell of the fresh sea air made for a wonderful environment, not just for me but also for those who have the pleasure of working for the business.
History
Woods was founded by Roger Elsmere, who retired from the business in 2016. Today it is run by his two daughters Tina Shaw-Morton and Kristy Elsmere. The running of the company is equally shared, with Tina concentrating on the legal side of operations and Kristy on products and day to day running. Thankfully they both work well together, having very few disagreements. They have weekly meetings between them and others in the management team, to ensure the ship is sailing smoothly.
Operating by the sea is no easy feat, when you consider that half your potential client base is eroded by water. Tina said: “If we moved 25 miles inland our customer reach would be double” – and that is something I can easily relate to. Back in 2015 I looked at purchasing another coach company that I had always admired and which was in an adorable location. Sadly, when looking at the books, revenue wasn’t brilliant, its location being the main contributing factor. Tina continued: “For Woods, business is booming, but our seaside base means we must work all the harder for the returns.” She has always been proud to come from Bognor Regis, it’s where she both lives and works and so has no plans for that to change, she said. That is evidenced by the amount of community engagement the company enjoys.
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