Carriers offering premium services, including more comfortable seats, more space and entertainment options, are attracting millenials, business travelers and others who once snubbed bus transportation.
Younger adults are more open to bus travel than previous generations and are among the demographics taking advantage of the service upgrades as well as the convenience these motorcoaches offer, said Joseph Schwieterman, director of the Chaddick Institute for Metropolitan Development at DePaul University, which conducts an annual report on the state of the intercity bus industry.
“A lot of younger riders, even millennials, are looking for a more premium experience,” he said. “They want peace and quiet. They want to be able to work, sleep, have extra legroom, and they’re willing to pay a little bit more.”
These amenities include motorcoaches with fewer seats, creating more space, as well as leather seating, two-one seat configurations, tables for work or dining, wide video screens and streaming services. The more luxurious carriers provide an onboard service attendant, free cocktails, snacks and, in some cases, complimentary meals.
The premium bus service industry gained momentum in 2018 when four more carriers began routes in the Northeast, bringing the number of companies to 18. The trend shows no signs of slowing, according to the 2019 outlook report released this year.
These new bus lines, particularly in the Northeast, are attracting a younger demographic as well as business travelers. “But it’s much more than just briefcase-carrying business travelers,” Schwieterman said. “It’s a quality-conscious segment that knows that bus travel needn’t be uncomfortable. I think what’s exciting about the new companies is they’re pitching premium options to people who otherwise wouldn’t consider taking the bus.”
These premium carriers provide not only comfortable service but also tend to be less expensive and more convenient than train travel and, in some cases, flying.
Two upscale carriers, Vonlane in Texas and Red Coach in Florida, cater primarily to business travelers who might otherwise fly. The companies emphasize intercity service that can eliminate short-hop flights.
“Both are truly offering first-class products with seats that rival those on first class on airlines,” Schwieterman said.
Red Coach, which began operations in 2010, offers business-class and first-class service between key Florida cities, including Miami, Fort Lauderdale, Tampa, Tallahassee and Orlando.
Its buses contain fewer seats than other same-size charter buses. Red Coach’s business class has a maximum of 38 seats, providing extra legroom, seats that can recline up to 140 degrees and free Wi-Fi. First-class buses have 27 seats. Passengers have access to an onboard entertainment system.
“Our customers love the service, and word of mouth has really helped us grow,” said Florencia Cirigliano, the company’s vice president of marketing and sales, adding the clientele is a mix of business travelers, vacation travelers, college students and millenials “who are more open-minded about trying new things.”
The company, which modeled its business after similar premium carriers in Argentina, has served about 100,000 customers and is looking at expanding to other Florida cities and possibly other states.
“I think this is a big market and there’s a lot of open space,” Cirigliano said. “I think there is a lot of opportunity.”
Premium bus service has been available in the past, most notably Trailways’ Golden Eagle Service and Pacific Western’s Red Arrow Service. Launched in the 1960s as business-class service, Golden Eagle motorcoaches featured small galleys and onboard attendants.
The popularity and success of premium service in various parts of the country shows there’s more room for expansion, especially in the South and the Midwest.
“In some places there are very few options other than traditional bus lines,” Schwieterman said. “Chicago is a great market because of the size of the city and the cost of parking. Railroad service is pretty much flat.”
