The Coach Travel Group delivers first-year ‘Ski Synergy’ programme across Europe

The Coach Travel Group (CTG) has successfully delivered its newly introduced Ski Synergy initiative during the 2026 winter season, bringing together 10 operators in a coordinated European ski programme designed to improve efficiency, resilience and collaboration. 

Launched for the first time this year, Ski Synergy saw 48 vehicles and more than 100 drivers deployed across six countries, covering over 75,000 miles. The programme operated 29 vehicles in Austria, nine in Italy and four in Andorra, with activity spanning multiple alpine regions during peak ski travel periods. 

The initiative followed a strategic review of overseas fleet movement and contingency planning led by Katie McGrath, Head of Engineering, Elaine Williams, Head of Operations, Compliance and Safety and Tim Bloomfield, Executive Director. For 2026, CTG moved away from a model where operators functioned independently overseas, instead aligning routes, engineering support and vehicle positioning across the Group. 

A primary objective was reducing dead mileage. By coordinating collections and return movements between operators, CTG was able to improve fleet utilisation and lower unnecessary mileage, while also strengthening operational resilience in high-pressure winter conditions. 

Engineering support was significantly enhanced at Dover, utilising facilities developed following CTG’s acquisition of The Kings Ferry. Vehicles and engineers were positioned to mitigate risk ahead of Channel crossings. In one instance, a coach experiencing a door fault prior to departure was immediately replaced by a vehicle from another Group operator, preventing disruption to the schedule. 

Support extended into mainland Europe, with a dedicated mechanic positioned in Reims, France, integrated into outbound route planning. A spare vehicle was retained in Europe to provide emergency cover, while battery stock was distributed strategically across the fleet to reduce the risk of cold-weather failures. On selected programmes, a qualified engineer also travelled as a secondary driver to strengthen in-service support. 

The coordinated approach proved particularly valuable when challenging alpine weather conditions, including heavier-than-usual snowfall in parts of Austria, tested operations. When a Johnsons vehicle suffered a windscreen failure overseas, assistance from London Southeast ensured passengers were able to continue their journey without significant delay, underlining the practical benefits of shared Group resource. 

Driver preparation was also a key focus. Comprehensive ski operation training packs were issued ahead of departure and all participating drivers completed snow-chain instruction. Only experienced drivers were deployed on alpine routes, a decision that management say was critical given the conditions encountered. 

Real-time operational oversight was strengthened through a dedicated cross-Group communication channel linking drivers, engineers and management teams. Enhanced vehicle tracking technology also provided live journey visibility for travel organisers managing multiple school groups, supporting coordination with resorts and ferry operators. 

Commenting on the programme, Elaine Williams, Head of Operations, Compliance and Safety at The Coach Travel Group, said: 

“Ski Synergy was introduced with a clear objective, to bring our operators together in a more coordinated way when operating overseas. Despite challenging winter conditions, the programme ran smoothly because we aligned engineering support, reduced dead mileage and created clear communication channels across the Group. 

What really made the difference, though, was our people. Our drivers, engineers, operations teams and support staff went above and beyond throughout the season, often behind the scenes, to keep services running and ensure every passenger had a positive experience. For a first-year initiative operating at this scale, it has proven what can be achieved when we collaborate strategically and put the right teams around it.” 

The successful delivery of Ski Synergy marks a significant step in CTG’s continued development as a nationally coordinated transport group, applying shared operational planning and engineering resilience to complex European programmes.