Lynda McDairmant reports on the Coach Tourism Association’s 2018 Conference and AGM, held in Blackpool last week
Sea breeze and snow wound up the 2018 Coach Tourism Association Conference (CTA) and AGM held at The Imperial Hotel, Blackpool early last week as ‘The Beast from the East’ reached the West.
Attended by 151 delegates, this annual CTA event, the biggest in the association’s calendar, had the usual good mix of industry news, interesting speakers and a well-attended workshop event for suppliers and operators to get to know each other and their respective businesses, with the view to reinforcing established bonds and to develop knowledge for future products, with new ideas flourishing.
Changing times
I have attended a good few CTA events in my time as Head of Sales & Marketing for Gretna Green Ltd, but this time it was with a fresh new story to tell from an attraction new to the group travel market, The Devil’s Porridge Museum, just minutes from the Anglo-Scottish border that I made my debut as a freelance marketeer for the tourism industry.
I introduced Gretna Green to the CTA many years ago, recognising the value of the association for suppliers to get to know the independent coach operator market in the UK. I regarded, and still do, the CTA as a valuable asset to meet that end. Not only that though, I have discovered over the years the multitude of benefits it provides for all in the UK tourism industry: operators, wholesalers, related associations and suppliers alike.
It is not just a great way to get to know some lovely people, it adds huge value to the efforts we all must make in the tourism industry to elevate coach travel as not only an attractive and viable option for people of all generations but as a responsible and future-thinking option, with environmental issues becoming more and more a focus of our daily lives and a greater feature of news and political debate.
The CTA has delivered consumer PR initiatives to promote the attractiveness of this holiday option and played its part in lobbying Government on issues relating to the industry. This was the first event I attended where Paul Ovington was absent. His dedication to the association was referred to at the AGM as all wished him well into retirement. The AGM also saw Denise Bridges of Albatross step down from her role as CTA Chairman, a position she has held for three years. Chris Wales, Chief Executive gave thanks to her on behalf of the CTA for all her initiatives to improve the structure and running of the association during that time. Newly-elected board members were announced: Daniel Kirby, Kirby Coaches; Roger Bull, RB Travel and Colin Fawcus, DFDS who joined the Board recently, replacing Stuart Duddy. The new Chairman is John Wales of Encore and the new Vice-Chairman, Robert Shaw of Harry Shaw. [wlm_nonmember][…]
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CPT update
The subject of the environment was the focus for Simon Smith, speaker on behalf of the Confederation of Passenger Transport (CPT). Simon’s remit as Tourism & Coaching Executive is to develop coach tourism through the CoachMarque and Coach Friendly accreditation schemes. He presented an overview of the Clean Air Zone initiative introduced by the Mayor of London and similar initiatives proposed for other areas of the UK. He updated the conference with details of current and proposed charges.
While no-one argues that the matter of cleaner air is not an issue to be addressed, the proposals make grim news for the coach industry with the financial impact this imposes upon operators. It is estimated that this initiative will cost the industry £1.6 billion. Simon explained: “At the current rate of replacement, it is estimated about 1/5 of the UK coach fleet will be Euro 6 by the end of 2020. This places a heavy reliance on coaches being retro-fitted to comply with Euro 6 emissions. Currently, no retrofit system has been approved by lowCVP and the coach industry is in a race against time with Central London Ultra Low Emission Zone confirmed for April 2019.”
Simon expressed the view of the CPT that coaches and buses should be seen as a solution to the problem, not a sector to be penalised by measures as it currently appears to be. Simon explained that the CPT is engaging with local and national Government to put forward the positives of the coach and bus industry, that it offers a greener mode of transport and the industry should be given support to encourage travel by group, not punished, putting smaller operators and particularly those carrying school groups at risk. More details relating to those earmarked cities and related charges are available by contacting the CPT direct.
The 50 somethings
Bouncing on the stage, a young 50 something Debbie Marshall of Silver Travel Advisor told us all about the Silver Travel Industry Report, which had its upsides and downsides for us all to consider as a maturing nation looks to their future with mostly optimism and thankfully a desire to travel. She described that market potential as we all live life more fully and for longer is expanding exponentially. Already there are 23.6 million over 50s in the UK – more than at any time – and this is growing by 17,000 every week. It is predicted that within 20 years, there will be more over 50s than under 50s in the UK.
As I look forward to my half-century this summer, I relate to her views and position on the state of mind of this maturing market. I look forward to years of discovery and exploration, travelling the world and back home in the UK, where I have my bucket list of places to see stretching from Land’s End to John o’ Groats – just as soon as I pack off my three sons to live life as fully independent adults (I remain optimistic it will happen one day). I try to stay fit, as Debbie described is the desire of most over 50s, who hanker after “not lifespan but healthspan.” She also described the surge in the adoption of digital media for this market and the growing participation with Facebook as the most popular communication channel for seniors, now that the younger market has ditched this social media platform for Snapchat and Instagram. Currently 77% of over 65s are online and they are keen to spend their hard-earned cash, like no other generation before them. They have worked all their lives, have decent pensions and 60% of travel and tourism spend comes from this market so they want to get out there.
Debbie also made the point that while the market potential is huge, and we should be embracing it with open arms, it is a changing and highly demanding market and the coach industry needs to be up to meeting that demand. It’s a market that is diverse with some seeking more adventurous travel, while seeing travel as a group a safer option and others who are described as the ‘home birds,’ still seeking experiences but perhaps closer to home, where they feel more secure and safe. This market is probably the UK coach industry’s more traditional market, but the opportunities are broad. As an example, inter-generational trips are on the up, with grandparents footing the bill and mum and dad deciding where grandparents, parents and children go together, perhaps by private hire minibus or joining a coach trip.
Not everyone in this age group is wealthy though, as we know, but still hanker after travel, so potential lies with all socioeconomic groups within this market sector. The final part of Debbie’s presentation highlighted the matter of mobility and accessibility for all. An ageing population does inevitably bring health issues, no matter how much we all try to remain mobile and fit for longer. She stressed again the need for the industry to step up and provide for this potentially lucrative sector of the market who, no matter what mobility issues, still want to travel and experience new sights. This closing point led to questions from the floor relating to what Debbie felt would be fair and reasonable to expect from operators with regards to wheelchair accessibility. She felt that perhaps four or five coaches in a fleet could be modified so that if required, a suitable coach can be used for a tour to accommodate guests requiring that facility. Her presentation was lively and optimistic for us all not only as an industry with great opportunity to take advantage of this growth market but as individuals who all have the choice, as Debbie put it, to age gracefully or disgracefully. I know which I prefer.
Blackpool attractions
I share that view on age with those from the delegation who chose to take up the hospitality of Blackpool Pleasure Beach before the conference, on Sunday afternoon. The invitation was to take afternoon tea in the White Tower, a fabulous art deco building, which has sat overlooking the Promenade since 1939. A highly civilised gathering in a private dining space, with a presentation by Robert Owen, Director of PR, Marketing & Sales and Alison Paterson, Groups Manager. Robert described the history to this fourth generation family business, which has been a major draw for Blackpool since 1896.
We were then shown a virtual tour of their latest £16.25m investment, Icon. This unique to the UK double launch roller coaster will be opened to the public later this Spring and seeing its twisting rails wrap their way around the site gave you a sense of the experience that lies ahead. I’ll be back to find out but for now, myself and a load of silver surfers took to the ‘Big One’ and I for one screamed the whole way, it was so much fun.
While we were thrill-seeking, others chose the more sedate heritage tour of The Imperial hotel but the obliging Sales Manager, Caroline Richardson agreed to give a shorter version before I headed off on Tuesday. She delivered a fascinating insight that brought to life this dear old lady, opened as a luxury establishment in 1867. Some of the bedrooms have less glamour these days, but the public areas are stunning and remember to look up. The staff at The Imperial live and breathe hospitality. Alison Gilmore is the most hands-on General Manager I have ever come across, and that’s not just what I witnessed. Elderly guests I spoke with before departure mentioned her by first name – now that’s not something you come across on a regular basis. The people really do make this place.
Countryfile
It was also a pleasure to listen to Anita Rani and Tim Etchells from Countryfile and Countryfile Live respectively. One of the nation’s favourite TV shows and now a countryside event that has taken off in quite a big way, in its third year at Blenheim Palace there are plans to expand and hold a second Countryfile Live at Castle Howard from 2019.
Flying the flag for VisitBlackpool, Philip Welsh gave us an overview of all the exciting developments that have and are taking place in this sea-side resort. The future looks bright for Blackpool and while we were there the sun shone and the Promenade was still bustling with a few visitors. The key thing is it is embracing a future and coming up with events to attract a broad spectrum of visitors to the town, while also celebrating and reviving its rich history and architecture that has long been neglected or even hidden. It will be exciting to see how their plans progress and if their hashtag lives up to the declaration: #Blackpoolsback.
Closing lines
All CTA events give you a chance to mix and mingle after the business is done. Work and play should go hand-in-hand and it has been one of the draws for me to work in the tourism industry. We work hard but on the whole, we are surrounded by people who are passionate about what they do and embrace life and learning. I was intrigued to learn about a new innovation from Alan Aim of Travel By Knight. As featured in CBW1318, his converted minicoach, where you can sleep through a long overnight journey in more comfort, is a no-brainer but not put into action until now. His ingenious invention is up for the Innovation of the Year award at the British Coach Awards later this month. In between the conference and gala dinner, I had a short nap just to try out the bed space – very comfortable.
At dinner I sat beside a Lancastrian who takes tours all over the UK and loves Scotland. He knew so much and as a lass from the Scottish Lowlands, I was ashamed by my lack of knowledge about my own country. Travel does that – it makes you inquisitive and provides you with a chance to learn through having a good time. I clearly have to up my travel game and learn more about this beautiful British Isle we all inhabit and what better way to do it than by coach. Anyone want to join me?
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