Price comparison and booking platform Coach Hire Comparison has unveiled a ‘transformational’ move to automatic pricing following a six-figure investment.

Co-founder James Stokes says the launch of the Book It Now platform is the biggest single enhancement in the company’s history and one of its most defining developments.

Book It Now will automatically generate instant quotes for customers based on over ten years of Coach Hire Comparison data, with a guarantee that a supplier will be found to meet their requirements.

Time currently spent by operators providing quotes will be freed up for them to focus on running their businesses, and they will be paid upfront in full for each booking completed under the new system, easing cashflow pressures on their companies, said James.

They will be able to log on to the Book It Now platform every morning to see the list of opportunities that match their location and fleet, and choose the ones they wish to accept.

Coach Hire Comparison, which James founded with his wife Laura in 2010, currently connects customers with 250 independent minibus and coach operators across the UK and is looking to double in size over the next 12 months. It already provides 5,000 quotes a month.

“Book It Now will accurately and speedily fulfil quote requests, delivering more certainty for suppliers by providing them with genuine, fully-paid bookings, as well saving them time and improving their cashflow” – James Stokes, Coach Hire Comparison

Until now, its business model has relied on operators submitting quotes manually in response to customer requests. James said operators spend around 24 days a year submitting quotes to Coach Hire Comparison customers, and that their time could be spent more productively on making their businesses stronger, more profitable and more future-proof.

“It equates to each operator spending two days per month providing quotes, with no guarantee of success,” he said.

“We see overpricing – sometimes by eye-watering amounts – as well as underquoting, and it can take time to get three average quotes. As a consequence, thousands of customers are left underserved and millions of pounds of potential business is left unlocked.

“Book It Now will accurately and speedily fulfil quote requests, delivering more certainty for suppliers by providing them with genuine, fully-paid bookings, as well saving them time and improving their cashflow.

“It will also mean a faster, seamless experience for customers, and will give them a more realistic view of what the price will be for their journey.

“The ever-changing landscape, with an increasingly savvy customer base expecting a digital experience, means we have to invest in technology to continue to provide a market-leading service.”

Transformational

He added: “We believe Book It Now will be transformational for operators, customers and for the industry as a whole. It’s the biggest single enhancement we’ve made in the history of Coach Hire Comparison.

“It’s a new way of working, and one which we believe will bring lots of new benefits.

“For operators, it will increase their earnings, save them time and remove the guesswork associated with providing quotes.

“We believe it will have a huge and positive impact on their businesses, and we are aiming to double the volume of bookings that operators which register their vehicles with us will receive through our platform, capitalising on our growing market share.”

“For operators, it will increase their earnings, save them time and remove the guesswork associated with providing quotes” – James Stokes

James said operators who register with Coach Hire Comparison must be committed to a first-class customer service and to elevating standards in the industry.

A series of webinars is being held to explain the new Book It Now system to operators.

The technology will provide quotes utilising over a decade’s worth of data such as search volumes, conversion rates, pricing trends and consumer behaviours.

“The pricing structure for each booking will be fair and will reflect demand and availability, taking into account the time of day, the day of the week, the time of year and other factors, as well as the type of vehicle and onboard facilities requested. We’ll find a supplier for every booking,” said James.

“Our aim is for Book It Now and the standardised pricing it will provide to become a benchmark for excellence for the industry. It’s a real statement of intent as to how we are upping our ambitions for the business.

“We are rolling it out in phases, and aim to have 80% of inquiries automatically priced instantly by the end of the year.

“We believe Book It Now will help us to win repeat customers by offering a better experience, and they in turn will recommend CHC to colleagues and friends in their networks.

“Throughout our history we have been championing coach travel, and we are proud to continue this tradition with our new offering.”

Last year, James and Laura sold a majority stake in their business to CMAC Group, which has since been acquired by ComfortDelGro Corporation through its subsidiary CityFleet Networks.

Alongside the launch of Book It Now, plans for the next 12 months include international expansion. By the second half of 2025, Coach Hire Comparison aims to have a presence in Ireland and Portugal, with Spain and Greece also in the mix.