Family - Setra

32 | Setra Highlight
Setra Highlight | 33
The study also highlighted that the image of
train travel benefits from perceived travel
comfort. “For me, train travel is something
relaxing”, comments 24-year-old Benny.
Travellers quickly reach their destination,
while enjoying changing landscapes along
the way. However, the image of travel by
train suffers from the fact that there are
often delays and that many trains are
overcrowded. Additionally, workshop participants
referred to the shabby and often
dirty train stations.
“When I think of coach travel, I can’t help but remember
all the school trips we went on by bus.”
Julia, 19 years old
More comfort, more service, more entertainment
Along with the right travel destination, the
respondents indicated that changes and improvements
in the areas of service, comfort,
technical equipment and entertainment
would be required to make coach travel
more attractive to young people. Comfortable
seats should offer a lot of leg room. 2+2
seating with a table is preferred. The wish
list also includes a variety of multimedia
options, free Internet access and monitors
in seat backs. More exclusive equipment
with e.g. wider seats and a “wellness” area
with massages would make longer trips
much more attractive. And, increased
flexibility with regard to length of trip, destination
and connections would contribute to
making bus travel less complicated.
Coach travel opinion survey 2.0:
How do today’s young people travel?
“How attractive is coach travel for you?” This is what Setra asked young people in the context of a
recent market survey. SetraFamily has summarised the highlights of the study in view of offering
insight and ideas on how young target groups can be addressed more successfully through finely
tuned product and service offerings.
E
ffectively communicating with young
travellers has always been important
to Setra customers. Setra knows
this through the feedback its employees
receive from bus operators. Both sides,
manufacturer and service provider, have a
responsibility to provide their customers
with products that can also appeal to younger
target groups. In three workshops, each
with eight participants, Setra asked young
women and men between the ages of 18
and 24 about their experiences, motives
and feelings when it comes to coach travel.
What are their expectations and wishes?
And what are the possible constraints or
“negatives” young people associate with
coach travel?
By coach, train or plane?
The objective of the workshop was to find
out how young people choose a method of
transportation when planning a holiday,
while exploring the image of coach, train
and air travel, and the role it plays. The
results clearly indicated that plane travel is
the most fascinating way to travel for young
people. Only positive things are associated
with plane travel: far-away countries and
cultures, summer, sun, beaches and oceans,
as well as the actual travel experience itself,
make it the most popular option.
Often, air travel is the only possibility available
to reach a certain destination. Like no
other method of transportation, flying is
associated with speed, a memorable travel
experience and comfort.
Coach travel is reminiscent
of school trips
Young people also have very mixed feelings
and associations with coach travel. On the
one hand, it is seen as an economical alternative
when compared to other types of
transportation – an important plus. As well,
the views are more attractive and travel in
a group can be fun. On the other hand, bus
travel is often associated with memories of
“annoying school trips”. Further negative
associations are long driving times, uncomfortable
seats, frequent stops along the
way, defective lavatories, too many rules
and regulations, unfriendly bus drivers and
“unfunny” tour guides, along with less than
impressive entertainment electronics. And,
time-consuming detours to pick up other
passengers are also considered a problem.
“On longer trips, it’s all about comfort.”
Coach travel preferred for weekend trips
For the most part, choosing a method of
transportation depends on the distance to
the destination. Further decision criteria
include costs, the size of the travelling
group, timing, travel comfort and mobility
needs at the destination.
When it comes to covering long distances,
air travel knows no competition. However,
the closer the travel destination, the more
the respondents would likely choose bus
travel. Depending on how much time is
available to travel, the distance to possible
travel destinations increases. For day
excursions and weekend trips, city destinations
within Germany are mentioned
most often: Berlin for shopping, Munich for
the “Oktoberfest“ and Cologne for sightseeing.
Excursions to attractive nature-oriented
destinations, for instance to the beach
or the mountains, are also appealing.
Destinations outside of Germany are preferred
for two-week trips, e.g. Paris,
Amsterdam or Barcelona. Being together
with friends is more important than the
destination itself. The freedom to flexibly
determine the travel agenda is extremely
important. None of the respondents want
to be forced into a stringent travel schedule.
Julian, 21 years old
Young people prefer to spontaneously
decide what they feel like doing, once
they have arrived at their destination.
When it comes to “creature comforts”,
young people know exactly what they want.
A friendly hostess could serve refreshments
and food. Younger bus staff would
also be nice, and the bus driver should be
more personable and friendly. According to
the respondents, listening to customers’
needs, getting their feedback and trying to
address their wishes and requirements are
decisive factors as well.
Enhancing the image of coach travel
Participants indicated that the coach sector
needs to become more active in terms of
communicating with a younger target
group. Today’s world calls for much more
than simply a good website.