Personal Service The Basis of Extended Tours
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WITH the commencement of this IN month the coaching season is rapidly drawing closer and operators are hopefully anticipating an improvement on last year's receipts, or at least the maintenance of traffic on the level of that of 1934. Not the least optimistic are the operators of extended tours, who have found that, over the past few years, this hIghly specialized branch of the road-transport industry has shown a steady increase in returns. This firm rise to popularity is not surprising, in view of the amenities offered by reputable operators of ex; tended all-in tours. The greatest advantage, and one that should be emphasized. in all publicity matter relating to this class of work, is that the passenger's responsibilities cease when he or she sets foot in the coach.
Moreover, prejudice on the part of hotel proprietors towards coach parties has practically disappeared and notices prohibiting the entry of such vehicles into hotel motor parks are a rarity. This improvement in the status of the coach tour is, no doubt, due to the pioneer work of the well-established operators, whose efforts have resulted in a marked degree of internal cooperation and stabilization for the whole business.
Some interesting sidelights on the operation of extended tours of this kind were provided, a few days ago, by Mr. Gerald Nowell, who is managing director of the General Travel Agency (London), Ltd., and a director of Red and White Services, Ltd. (incorporating All-British Travel, Ltd.) in an interview with a representative of The Commercial Motor.
Chatting with our representative, at his office at the London Terminal Coach • Station, Clapham Road, S.W.9, Mr. Nowell said: "It is an interesting fact that a far greater selection of coach to ars is provided in Great Britain than on the Continent, and visitors to this country are appreciating that facility. I receive telegrams and even telephone calls from the Continent, requesting me to arrange for parties to tour the country, sometimes with only a day or two's notice.
" Generally speaking," he continued, "extended tours fall into three groups. First there is the de-luxe escorted all-in tour, in which passengers travel by one coach throughout the journey and have the services of a courier. "Secondly, there is the type of trip on which passengers make the first stage of the journey in one vehicle and afterwards take day tours from various points in coaches owned by different concerns.
"Short steamship cruises are often incorporated in such tours, which can be modified to suit the individual requirements of passengers. This class of tour involves a great deal of detail work, in the way of arranging local outings for passengers, securing reliable hotel accommodation and providing for luncheons. Furthermore, the principal has to rely, to a large extent, on the programmes of local coach owners and steamship companies, a circumstance which often complicates the preparation of schedules.
" This class of tour can be provided at rather lower cost than can the escorted type, and possesses the advantages of enabling a large number of places to be visited, affording passengers with a change of companions and allowing them more freedom than in the case of that in the first category.
" Thirdly, there are all-in tours to certain destinations, where passengers may stay for, say, a week, making trips from that resort to various places around."
There is a fourth type of tour, which is particular to Red and White Services, Ltd., and was introduced by that company in May, 1933. It is known as the Happy Valleys tour, and for an inclusive charge the patron is earried to Chepstow, Monmouth, Here
ford, Ross, or to a centre in the Forest of Dean, whence daily trips may be made on any of the Red and White concern's widespread local services.
Certain operators specialize in one class of tour, but Mr. Nowell's interests embrace all categories. The all-in charges are truly inclusive, but where, for special reasons, it is not possible to provide luncheon on certain days, the passenger is made fully aware of that fact. Some owners have, we understand, advertised inclusive charges which 'cannot truthfully be described as such.
Mr. Nowell keeps a file of the names and addresses of all passengers, who are circularized each year. "Over 50 per cent, of our patrons 'write to us after making a tour," he remarked, " and their little criticisms are valuable when preparing new schedules." Mr. Nowell finds that the first type of tour appeals strongly to certain of the professional classes and to retired persons, amongst others. The second category is popular with office workers and students, whose normal lives are of a routine nature and who seek variety in a holiday. Most popular of all, however, is the third type of tour, which makes a strong appeal to the trader in a small way of business and to others whose incomes are small.
The extended-tour business offers wide possibilities for scientific methods of salesmanship and scope for ingenuity in devising those little items of personal attention that make a passenger feel that his or her comfort is the outstanding concern of the operator. Personal service is the foundation upon which the business of every operator of extended tours must be built.