A new generation of express bus carriers are reinventing a once-dying industry, and rewriting the rules of travel marketing along the way.
Some of her insights are worth repeating for marketers of travel and tourism brands in need of some serious reconstruction.
People stopped riding buses for a variety of reasons:
- High prices compared to trains and planes.
- Inconvenient schedules.
- Safety concerns.
But a new generation of brands like Megabus, Bolt Bus and Vamoose are changing the way intracity bus service is delivered, and attracting daily riders by the tens of thousands.
To overcome the concerns that have kept people off buses for the past decade, these brands have also upgraded their service with:
- Newer buses.
- More professional drivers.
- Pick up points that don’t scare off professional people.
These new brands are also going head-to-head with trains and planes to offer travelers services that meet or beat the standards of air and train travel, including:
- Free wi-fi.
- Power outlets for laptops.
- Lower pricesRewards programs for frequent travelers.
- More convenient schedules.
- More leg room.
- Reminders of how eco-friendly modern buses are.
- Using Twitter, Facebook and other social media to dialogue with their customers.
Are you the marketer of a travel or tourism brand in a segment of the industry that is stagnant or in decline?
If so, ask yourself what the revitalized bus travel industry could teach you about how to reinvent the way your customers view your travel or tourism brand. Could you:
- Make your product more cost-competitive?
- Offer more choice and convenience?
- Invest in newer technology and infrastructure?
- Make your brand more directly competitive with newer categories?
That’s what the bus travel industry has taught us about brand revitalization. Tell us what you’ve learned from this or another industry. By the way, you’ll find Christine’s complete post here.