Motorcoach travel is among the safest forms of passenger transportation in North America.

So, why dont more motorcoach operators market their safety record in the same way they promote other aspects of their services or the destinations where they travel?

As a result of operators reluctance to tout their -- and the industrys -- safety record, the public impression of bus industry safety is at the mercy of the news media.

And the image of the industry created by mainstream news organizations is dominated by accident coverage -- not safe travel and safety ratings. Pictures of bus accidents are often dramatic, and the victims are invariably sympathetic - elderly individuals holding their heads, children confused and bleeding, a team of harmed college baseball players, and a large extended family injured while returning from a reunion.

The negative attention a bus company - and by extension the bus industry -- receives in the aftermath of an accident can be intense.

According to Randy ONeill of Lancer Insurance, it is unfortunate that more operators are unwilling to blow their own horn when it comes to safety.

Many operators, says ONeill, have large investments in safety training programs, maintenance systems and technology.

And, discussing safety with a potential customer is one way to keep the conversation from being dominated by price alone, contends ONeill.

The old maxim, "if it sounds too good to be true, it probably is," applies to chartering a bus, as well as to anything else. But while there may be such a price for charter bus services, Matt Daecher of Daecher Consulting says "the ordinary customer is unlikely to know what that is."

Other operators in the area may have a pretty good idea that someone is charging a price that will just keep a cut-rate operators buses moving, but it is not knowledge that would filter down to a potential customer.

According to Daecher, the companies that market safety generally do it through a Website. "They are usually more proactive about promoting their business, rather than just sitting around waiting for the phone to ring."

And, he notes, they are probably more expensive.

Safety: A lack of interest

One problem with advertising safety in the bus industry, say experts, is that an operator cant just put safety ratings out there for the public to see and draw their own conclusions. You have to convince the customer that it is necessary to investigate the safety ratings of other operators and teach them what to look for.

One operator who evaluated his Website usage was disappointed to discover that the safety pages got relatively few hits when compared to other pages.

His conclusion: There is a public expectation that if the coaches werent safe they would be taken off the road.

Autumn Brown of Dan Dipert Coaches acknowledges this problem.

The public expects certain things of a regulated industry, she says. "When you call an airline to buy a ticket, you dont ask about their safety rating."

Therefore, Brown uses her Website to take customers through the process that will help them make a good decision. "When people dont know what to ask, the only question they have is price," she observes.

Brown is reluctant to put prices on the Internet. The Dan Dipert Coaches Website mirrors the sales process, and when a customer is on the phone, they are invited to go to www.dandipertcoaches.com and follow along with the sales presentation.

Among the safety features that Dan Dipert does emphasize are FMCSA ratings, insurance, maintenance, training and especially drivers. Brown often says "the most valuable piece of safety equipment you have on that bus is the driver."

Taking time with customers

No one agrees with that statement more than Mark Monroe, owner-operator of Country Coach in Warrenton, Va. The foundation of Monroes company is his reputation. He is a two-million-mile driver with experience in limousine and bus operations, as well as trucking.

Monroes Website makes a safety pitch, but Monroe believes it is the conversation he has with the customer on the phone, as well as his conduct as a driver, that makes the sale and keeps the customer returning.

Monroe is willing to take the time on the phone to explain the things a customer needs to know about motorcoach safety, like hours-of-service rules.

As a one-bus company, Country Coach is often booked when customers call.

Monroe seldom subcontracts, but even if he is booked he will take the time to assist a customer. When he refers a customer to another company, he invites them to call back if they have any questions even after they book with someone else.

Monroe carries his safety message through once the trip is underway. He pampers his coach and he takes good care of himself. He believes driving is a profession, and he reflects this in his actions, as well as in his appearance.

He says hes often asked to participate in the activities of a charter group, but he reminds them that when they are done enjoying themselves, he will be driving the bus. He says customers appreciate this thoughtfulness, and it is one of the things they remember about their experience with Country Coach.

Schooling from Schoolman

Bill Schoolman of Classic Transportation in Bohemia, N.Y., says he welcomes the question: "Why are your prices high?"

He says it is his opportunity to make his argument and to convert a customer who might not have thought about the safety issue. To reinforce his point, he will sometimes invite a customer to pay a visit to his operation.

Classic Transportation was the first motorcoach company in the country to invest in DriveCam, the video recording system that Schoolman credits with proving his company was not liable in a serious crash last year.

Schoolman takes every opportunity to spread the word about the benefits of augmenting driver training with the video safety technology, including a link on his Website (www.classictrans.com) to the Good Morning America coverage of the accident involving his company in 2006.

And, hes equally grateful for the insurance savings he credits to this technology as well.

Safety may not sell but it certainly can save.