The Coach Travel Group Launches New Brand Narrative to Mark One Year of Collaboration, Trust and Growth

The Coach Travel Group is proud to unveil its refreshed brand narrative as the organisation marks one year since its formation. Over the past 12 months, the Group has focused on building strong foundations, supporting local communities and nurturing the individual heritage of its member brands, while laying the groundwork for long-term growth.

Since its launch, The Coach Travel Group has united respected operators while ensuring each business retains its own unique identity and connection to local customers. 

The new narrative highlights the Group’s core pillars: Collaboration, Trust and Growth which reflect the journey so far and the ambition for the future.

Bethany Morgan, Head of Marketing, PR and Communications for The Coach Travel Group & Johnsons Coaches, commented:

"To be part of The Coach Travel Group journey from the very beginning has been an incredible experience. Seeing first-hand the dedication that goes into developing each brand while preserving the history and heritage that customers love has been inspiring. I am grateful to have been entrusted with the Group role and to play a part in shaping the next chapter. The values of collaboration, trust and growth are at the heart of everything we do and it has been rewarding to see them come to life in such a short space of time."

Chief Executive Officer of The Coach Travel Group, added:

"When we set out our vision and mission, our goal was clear: to bring together the strength of leading regional operators while celebrating the heritage and individuality that makes each business unique. One year on, I am proud to see that vision becoming a reality. Collaboration, trust and growth are not just words on a page they are principles that guide every decision we make and will continue to shape our journey as we modernise coach travel for the future."

The brand narrative launch forms part of The Coach Travel Group’s wider ambition to modernise coach travel while staying true to its local roots. With a focus on innovation, sustainability and customer experience, the Group is positioning itself as a leader in the industry, both regionally and nationally. The coming months will see further investment in technology, stronger engagement with communities and a continued emphasis on offering safe, reliable and high-quality travel experiences.