Tony Simmons appointed Commercial Director at Johnsons Coaches

Johnsons Coaches, part of The Coach Travel Group, has appointed Tony Simmons as Commercial Director, bringing more than 27 years of experience in the bus and coach industry to the Warwickshire-based operator.

Tony initially joined Johnsons as a Commercial Consultant, where he quickly developed an appreciation for the company’s people, reputation and commitment to quality. His new role will see him lead the company’s Private Hire sales function alongside its Own Products team, which covers holidays, tours and day trips.

Tony said: “Having initially supported Johnsons as a Commercial Consultant, it quickly became clear what a fantastic team the company has. The knowledge and passion across the business is impressive, and Johnsons’ reputation for high standards is thoroughly well deserved.”

His day-to-day responsibilities will span sales performance, tender enquiries, quotations, business development, customer relationships and marketing activity, with a focus on delivering sustainable commercial growth while maintaining the service standards Johnsons is known for.

“No two days are quite the same,” Tony explained. “My main priority is to support sustainable growth while ensuring that every customer continues to receive the high-quality service associated with Johnsons.”

Tony has spent more than 27 years working across the bus and coach industry, having started his career as a seasonal bus driver in 1999. During his career, he has held a wide range of positions, from Depot Manager through to Regional Director at megabus, and has worked across major transport operations in the UK and Europe.

His experience also includes helping to deliver transport for major sporting events, including the London 2012 Olympic Games and the Commonwealth Games in Glasgow in 2014 and Birmingham in 2022.

One of his career highlights was establishing the first European megabus depot in Belgium, an experience which saw him build an operation from the ground up while adapting to different employment requirements and working within a new culture.

Having lived in the Midlands for the past 14 years, Tony says he has long regarded Johnsons as one of the leading operators in the industry.

“I have always kept a keen eye on Johnsons. I have long regarded the company as one of the industry’s leading operators, with an excellent reputation for quality, professionalism and customer service,” he said.

Looking ahead, Tony sees significant opportunities for Johnsons, particularly following the opening of its new Birmingham depot in September 2026. The new location will strengthen the company’s presence in Birmingham and the surrounding areas and create opportunities to work with both existing and new customers.

Johnsons has also expanded its relationships with more than 25 sports clubs and supporters’ clubs, while continuing to develop partnerships with schools, colleges and other education providers for home-to-school services and ad hoc coach hire.

The business is also exploring opportunities with major corporate clients for shuttle and employee transport services, alongside potential partnerships with tour operators for 2027.

For Tony, however, growth must always be underpinned by quality.

“Commercial growth is important, but it must never come at the expense of the service our customers receive,” he said. “‘Quality Coach Travel’ is written on the side of our vehicles, and everything we do should ensure that this is exactly what we deliver.”

Alongside developing Johnsons’ commercial activity, Tony is keen to strengthen the company’s position within the local community and build long-term relationships with education providers, businesses, sports teams, community groups and individual customers.

He is also looking forward to developing Johnsons’ holiday and day trip offering and getting to know the company’s loyal Seemore members, while introducing its programme to new customers.

Tony added: “I hope to bring the knowledge and experience I have gained throughout my career, along with a positive, can-do approach. I also want to be an approachable colleague who listens carefully and values everyone’s ideas, experience and opinions.

“Most of all, I am excited to be part of the team as we continue to develop and grow the business.”