On the Road: The Backbone of Our Industry
When people picture the motorcoach and group travel industry, they often think of large fleets and national brands. But the reality is much simpler.
The backbone of our industry is small business.
According to American Bus Association Foundation research, more than 80 percent of motorcoach companies operate fleets of fewer than 20 buses. ABA’s membership reflects that same reality. Many of our operator members are small, often family-run businesses serving their communities every day—transporting students, seniors, sports teams, faith groups, and travelers who depend on safe and reliable group transportation.
These companies are not just part of the industry. They are the industry.
Small operators bring flexibility, personal service, and strong community relationships that cannot be replicated at scale. Many are multigenerational businesses. They are local employers, mentors, and trusted partners who step up during emergencies, major events, and everyday travel needs.
At ABA, we recognize that small operators face a different set of challenges. Most do not have dedicated teams for government affairs, crisis communications, marketing, or workforce development. Yet they must navigate the same regulatory pressures, workforce shortages, and competitive demands as larger organizations.
That is where ABA plays an important role.
We are more than a place to connect. In many ways, ABA serves as an extension of our members’ teams—providing advocacy, resources, and business development opportunities that small operators could not easily support on their own.
Small operators bring flexibility, personal service, and strong community relationships that cannot be replicated at scale.
Marketplace is one of the clearest examples. With more than 70,000 business appointments taking place annually, thousands of travel professionals are actively seeking motorcoach partners. For many small operators, those few days of meetings create relationships that drive business long after the event ends.
We are also working to make advocacy more accessible. Through our professional councils and micro fly-ins in Washington, small operators can meet directly with lawmakers, share their experiences, and help shape policies that affect their businesses. When small business voices are present, advocacy becomes stronger and more representative.
ABA is also investing in practical business support. Our small operator marketing toolkit was created to help companies fill seats, recruit drivers, and strengthen their visibility in local markets. The guidance focuses on realistic, actionable steps—identifying core customer segments, building community partnerships, and leveraging ABA resources to reach group travel buyers.
What makes ABA unique is the diversity of our membership. Operators of all sizes, tour companies, destinations, and suppliers each play a role in a connected ecosystem that creates referrals, partnerships, and shared opportunity.
The $158 billion bus and group travel industry is built on those connections.
As we look ahead, our commitment is clear. We will continue expanding resources, strengthening advocacy, and creating opportunities with small operators at the center.
Because small business is not just a segment of our industry.
It is the foundation that keeps our industry moving forward.
Sincerely,
FRED FERGUSON
President & CEO
[email protected]
