If you read articles about the travel industry, there is a consensus for successful suppliers. They are either ‘very big’ or they are ‘very special’. When I read such reports, I ask myself how passengers select their pre-booked ground transportation? With the emergence of Uber and other app-based suppliers, there seems to be an abundance of options. So why do people still choose DrivenByQ and what advantages do customers gain?
A Wrexham Niche
When first established in the travel industry, we didn’t have funds to buy a Rolls Royce or Bentley. We therefore ruled out VIP events and weddings. We had to look where else if we wanted to make a difference. On the other end of the scale, the local area in North Wales was swamped with taxi firms. That meant looking at the middle ground and the executive sector. Luckily we have Wrexham Industrial Estate on the doorstep and Manchester Airport less than one hour away. Executive airport transfers for business passengers therefore seemed appropriate.
A SWOT analysis revealed taxi firms offered executive cars, but complaints were common. There were a few one-man-band operations offering business travel, but these had to work crazy hours to offer 24/7 capacity. The smaller outfits also left a lot to be desired when communicating. Fax machines were still widespread in 2005 and even though email was available, few operators adopted it. We recognised email, fast responses and good communication were crucial.
Executive Airport Transfers
When DrivenByQ decided to offer executive airport transfers, we realised volume was crucial to success. For the local area it was the only way forward. We had to be price competitive. With multiple airport trips and scale, a journey to Manchester airport could link with a journey back. Not only does this increase profit but it helps sustain competitive pricing. Building volume and sending one simple invoice meant registering for VAT. Work exclusively with business customers was the logical decision.
Once the target market was set and customers began making bookings, it gave us enough confidence to build a booking system – it is still central to our operation. It allows customers to book online and see who their driver is. It feeds our invoicing system and gives twenty-five executive vehicles at our disposal. I suppose we are not necessarily the biggest company in the executive travel industry but just maybe, we are one of the most special?