Late bookings are proving a tailwind for the coach holiday market according to South Wales operator and RHA board member Jason Edwards, who says spontaneous purchasing is filling more seats and helping to accelerate growth across his business.
While Mr Edwards says there has always been a trend towards late bookings for day trips, a recent spike in last-minute, higher-value coach tours is providing a boon for his business, which is “trebling in growth” every year, according to conservative estimates.
Recent top-selling destinations include Tuscany, Swiss railways, Lake Como, the Italian Dolomites, and the French Riviera. In one example, a couple booked two European holidays at the beginning of August for the end of the month.
Mr Edwards says that consumer caution from the economic downturn is driving the spike in late bookings and in demand for good value. Coach holidays are seeing a revival as a result, with a “younger audience” coming through the door.
While he acknowledges that better predictability and longer-term bookings would be more beneficial for predictable cash flow and planning, Mr Edwards acknowledges that the world has changed, and that it is incumbent on operators to flex to meet demands.
“Ultimately, none of us want to be in the position of late bookings,” he says. “I would rather have good cash flow and clear forecasts. But the world we live in now doesn’t allow that. The challenge for operators is to fill those last-minute requirements.”
With a no-cancellation policy, Jason Edwards Travel commits to running every tour and leans into flexibility to accommodate the trend. It has two coaches in its fleet of 20 on permanent holiday duties with four in London on standby, and counts on local operator partners to support if needed.
“We have to be prepared to supply a product any time, day or night,” Mr Edwards adds. “It must suit customers on price and volume. We’re very cautious and mindful of what we plan and forecast. We have a phenomenal team here supported by our financial partners and our procurement team led by Lloyd McGowan and Alan Clough. ABTOT certification gives our customers confidence, and old-fashioned values have customers returning for more.”
