Brand Narrative Guide
One Group - Many Journeys
Our Family
The Coach Travel Group is more than a collection of coach companies it is a shared belief in the value of quality travel. Travel connects people, strengthens communities and creates experiences that last This is the heart of our story
Who We Are
Formed in 2024, The Coach Travel Group brings together a trusted network of respected coach operators. Each business keeps its local roots and identity, whilst sharing the same values, high standards and determination to deliver excellence on every journey
We combine the strength of a national group with the care of a local operators, offering safe, reliable and high quality travel across the UK.
Why This Matters
Our brand is a promise that every journey is supported by local pride and strengthened by national expertise It reflects our focus on collaboration, trust and growth. The principles that guide how we serve our customers, our people and our partners.
This guide sets out what we stand for, how we communicate and the future we are building together
Message from the CEO
We are building more than a group of coach operators. We are building a trusted nationwide network where collaboration, trust and growth underpin everything we do
Our vision is ambitious and rightly so. With around 550 vehicles, we see real potential to double or even triple our scale in the years ahead. However, growth will never come at the expense of quality By protecting local identities while amplifying them with the backing of the group, we will win together one journey at a time.
This is a new chapter built on shared strength Collaboration helps us innovate faster, Trust ensures we deliver consistently and Growth creates lasting impact for our people, customers and communities. Every operator brings something unique and together we are creating a network that’s stronger and more connected
We believe in setting new standards for coach travel and creating opportunities for our teams to thrive. Our story is not just about where we are going, but how we get there together, with integrity, ambition and a commitment to excellence.
Tom Stables CEO, Coach Travel Group
Our Vision
To be the leading provider of highquality professional, trusted coach travel services in the UK
We strive to exceed our customers' expectations by consistently delivering high-quality, professional and reliable journeys. With a commitment to safety, exceptional customer service, and sustainable practices, we aim to inspire and connect people through memorable travel experiences.
Our goal is to be the go-to choice for all types of coach travel needs, from private coach hire to coach holidays and day trips, making us the preferred partner for individuals and organisations alike
Together with our dedicated team of experts and modern fleet, we are driven to revolutionise the coach travel industry and make our mark as the best in class.
Our Mission
To lead the industry in the UK by delivering exceptional service and fostering a dynamic culture of safety, reliability and innovation
We are dedicated to enhancing the lives of our customers, employees, and community by providing high-quality, punctual services and sustainable solutions.
We will strive to achieve operational excellence and superior customer satisfaction through continuous investment in our technology & processes, our people and our environmental practices
We commit to acting with integrity, embracing progress and maintaining our focus on safety as we grow and transform
Our mission is to meet and exceed expectations, ensuring that The Coach Travel Group remains a trusted and valued partner in the industry, positively impacting all our stakeholders and reducing our environmental impact wherever possible.
Brand Pillars
Collaboration
We believe in the power of shared expertise. By uniting the strength of our local operators, we foster a culture of openness, continuous improvement and collective success Collaboration is how we develop best practice, drive innovation and deliver more together than we could alone.
Sharing ideas across operators
Developing joint solutions
One team, multiple strengths
Trust
Our trust is earned through consistency, care and credibility.
The Coach Travel Group is trusted because we invest in and support local operators who have already built lasting relationships in their communities. That trust grows as we uphold high standards, protect local identity and deliver reliably across every journey, nationwide
Built on local reputations
Group support protects and enhances quality
Consistency across all services
Brand Pillars
Growth
We champion sustainable, long-term growth for our people, our partners and the industry. Through ongoing investment in technology, training and operational excellence. Enabling each operator in the Group to develop their strengths and seize new opportunities. Our growth is purposeful, futurefocused and built to last.
Long-term investment in people, systems and sustainability
Enabling each operator to thrive Growth that benefits staff, customers and communities
Brand Promise
Built on Collaboration. Powered by Trust.
Focused on Growth.
Every journey with The Coach Travel Group is backed by strong partnerships, trusted service and sustainable growth.
At The Coach Travel Group, these words are more than strap lines they are the essence of how we do business.
Every journey we take, every partnership we build and every experience we deliver reflects this promise. Together, they guide us to provide trusted, sustainable and forward-thinking travel solutions.
Our customers, our partners and our people can always expect: Journeys shaped by Collaboration Experiences powered by Trust Progress driven by Growth
Our Straplines
Internal
External
Trusted Partners in Nationwide Travel Where Collaboration Meets Nationwide Excellence Nationwide Travel, Local Expertise Driving Growth Through Trusted Connections Together We Drive Excellence in Nationwide Coach Travel Your Brand. Our Backing.
Our Key Message
We drive growth through strong partnerships, trusted service and seamless collaboration across our nationwide coach network.
Together we’re building a network of trusted professionals who prioritise quality, reliability and customer satisfaction. Wherever your journey begins, it’s backed by a team that cares. The Coach Travel Group delivers exceptional coach travel across the UK through a trusted network focused on safety, reliability and innovation.
We are committed to outstanding service, sustainable practices and making a positive impact for our customers, communities, and the planet.
Our Audiences
We serve many different groups, each with their own needs and expectations. To build trust we adapt our message depending on who we are speaking to.
Customers
Individuals, families, schools, businesses and groups who value safe, reliable and high-quality travel. They expect punctuality, comfort and service with care
Corporate & B2B Partners
Councils, event organisers, group travel bookers and large organisations. They look for scale, national reach and a consistent standard of service across the UK.
Suppliers
Trusted partners who help us deliver quality, safety and innovation. They expect fairness, professionalism and strong long-term relationships.
Communities
Local areas where our operators are rooted They expect us to support local identity, provide employment and contribute positively.
Employees
Our people are the heart of the business. They want to feel proud of their local operator while knowing they belong to a wider national group that values and supports them.
How We Communicate
We communicate with clarity and consistency, but with flexibility to reflect our audience.
Professional
We are industry leaders and should speak with confidence and authority.
Approachable
We communicate clearly and in a way that feels personal.
Collaborative
We bring people together and value shared expertise.
Trusted
We communicate with honesty, integrity and care, reinforcing the confidence people place in us.
Growth-minded
We speak with optimism about the future, showing how we are investing in people, communities and sustainability
Always link back to our pillars: Collaboration, Trust, Growth. Balance local pride with national strength. Show outcomes and benefits
One Group - Many Journeys
Purpose: build pride in local operators while showing the value of the group.
Tone: supportive, inclusive, motivating.
Tools: newsletters, depot posters, staff toolkits, CEO updates, branded videos
Built on Collaboration. Powered by Trust. Focused on Growth.
Purpose: present CTG as a strong, professional, nationwide partner.
Tone: clear, confident, consistent
Tools: press releases, LinkedIn campaigns, case studies, partner packs, corporate emails, website updates.
Reinforcing group strength
Speak with consistency
Showcase our people, customers and communities
Cast the companies in a negative light
Undermine confidence in the group
Lose local identities
We are already at around 550 vehicles, with significant headroom to expand further in the coming years. Our focus remains on mindful, sustainable growth, driven by trust, collaboration, and innovation.
