To grow the sector and prepare for the market of tomorrow, coach tour operators need to make changes. Robert Shaw, Coach Tourism Association Chair and Director of Harry Shaw, considers what they could do better
How can coach tourism attract a younger audience?’ is a question that we need to ask. In a recent survey of coach tour operators that the Coach Tourism Association (CTA) ran at the end of this year’s summer season, many reported a strong year, plus positive bookings for 2025. The survey responses also suggested that in some cases, the increase in bookings of new and diverse coach tourism products is increasingly attracting a younger audience. Some operators have reported that trips and tours, such as visits to Continental Christmas markets, are attracting travellers in their mid-20s. This is against a backdrop of typical coach tour travellers who are around 70 years old.
Extending the target demographic to a younger audience, broadly including those below 50 years old, has been a long-term challenge for coach tourism. It’s also a situation that the CTA is investigating across its membership, for two main reasons.
Firstly, winning customers at an earlier age can help secure business for the future. “The popularity of product targeted at a younger audience is very high and growing, and we work hard to offer something for the whole family so they go on a journey with us for life,” says Louise Webster, European Tours Manager at Acklams Coaches.
Secondly, gaining customers outside the traditional demographic will expand the market and increase revenue potential.
So, what types of coach tourism products have been attractive to a younger audience range, according to CTA members? Louise Fitzpatrick, Head of Sales at Albatross Travel, says that experiential holidays have been popular, such as food and drink focused tours, as well as city breaks.
Similarly, Sean Taggart, founder of Leisuretime by TourEasy, says: “The market of younger customers also appears to love short shopping breaks where they can relax together, and Christmas Markets certainly attract a much younger overall demographic.”
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