About Us
City Sightseeing - The world's leading city tour bus company!
City Sightseeing was formed in 1998, although our parent company The Ensign Group, has been in existence for over 30 years, and our very first tour, in Seville, is still going strong. From just 4 tours in 2000 to 80+ for 2008, our bright red, cheerful buses are now a well-known sight in many of the cities around the world.
COMPANY HISTORY
With the sale of London Pride Sightseeing in 1998, chairman Peter Newman stated his intention to introduce a global brand synonymous with sightseeing buses, as "Avis, McDonalds, Pepsi or Coca Cola" are to their products.
In 1998 Ensignbus developed the red livery in the Spanish city of Seville, when it helped an established sightseeing operator relaunch itself with double-deckers using the experience and expertise developed with London Pride, and links forged through the sale of open top buses around the world through Ensigbuses vehicle business. It also did the same in Sydney, Australia.
City Sightseeing was then launched as a concept branding at the World Travel Market in 1999. Speaking in June 2000 about the franchise model, Newman stated:
Although we are coordinating and acting as provider for many of the things our operators will need, we are not dictating terms to them. This is a two way thing. We want to hear from them, about their experiences, challenges and solutions, just as much as offer advice form our own experience. It will put every one involved on to the tourist map with the benefit that it does not eradicate their trading names. We are not creating an entirely new force, just pulling together operators currently involved in this type of work. (Article in Bus & Coach Buyer by Martin Cole)
In March 2000 the franchise model was initiated, with tours starting in Glasgow (Scotguide) and Canberra (Transborder). Startup operations would initially comprise a British manager until local staff were trained up.
In 2000 operations expanded in the UK at York Edinburgh and Bath, with Edinburgh's Lothian Buses introducing the first purpose built open top low floor buses. In 2001 operations expanded further in the UK, Spain and Australia, and into Copenhagen, Denmark. In 2002 operations in Alberta, Canada opened, and expanded in the UK. In 2003 operations started in Italy. In December 2000 the online booking system was introduced.
In May 2002 City Sightseeing acquired its biggest rival Guide Friday who ran from their base in Stratford-upon-Avon and operated tours across the UK and in some major European cities. Operations were either rebranded as City Sightseeing or absorbed into existing operators where Guide Friday had been a direct competitor. The acquisition brought City Sightseeing's operations up to nearly 70 cities worldwide with nearly 250 vehicles.
In 2003, Ciy Sightseeing broke new ground in the tour bus market with the introduction of the first purpose built sightseeing buses, Ayats Bravo City-bodied Volvo B7L double-deckers, featuring equipment specifically for tours and also being low floor, first in Spain and then in 2004 into the UK and around the world.
FRANCHISE MODEL
The rapid growth of the City Sightseeing brand is mainly due to the company being developed along the franchise model. Although some operations are wholly owned by City Sightseeing and some are joint ventures, the majority of tours are operated by franchisees, either existing bus operators in the locality or new companies, either rebranding existing vehicles or introducing new ones.
Operators have the choice of flexibility in how much or how little direct assistance from City Sightseeing they need, and can choose vehicles and systems appropriate to themselves and their location.
Through the franchise model, operators have access to group expertise to solve problems, and to providers of equipment such as onboard ticketing, onboard commentary systems, language and translation services and vehicle refurbishment. They also have access to Ensign Bus' expertise in tour vehicle modification. Operators can also take advantage of block negotiation with promotional partners that may not necessarily wish to deal with smaller operators.
As part of the Franchise Agreement, the operator must carry the City Sightseeing livery that includes the red base colour and graffiti style logo & images, they must conform to rigorous Quality Standard Guidelines - which in the UK conforms to the Visit Britain Quality Assurance scheme - VAQAS.
All tours are sold on the global booking website and a standard percentage of any revenue from each operator for tickets sold by agents, affiliates or on the web site is re-invested into the company for marketing and promotional purposes to develop the brand and expand the global network of sales agents.
Marketing activities include contracting and providing a personal service to all sales agents to ensure complete client satisfaction from booking to taking the tour. The recent development and maintenance of a brand new web site that combines a secure "Search & Book" system, real time inventory management for all locations and extensive reporting and management functions for sales agents and affiliates.
Together with the production of Worldwide Brochures, collating Market Research questionnaire's, a multitude of special Partner Promotions/Offers and attending key Travel Trade shows in Europe & the USA including British Travel Trade Fair, World Travel Market, USTOA & ASTA events /exhibitions, FITUR - Spain, MIT - Italy as examples. Plus the annual conference that provides all operators with the opportunity to call on each others experience and expertise.
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