Buses are the backbone of public transport. They move millions of passengers from place to place, provide critical links between communities and provide a lifeline for many people who would be lost without them. Yet despite all this, they're too often taken for granted.
Unlike rail or aviation, the bus sector lacks the prestige, visibility and political attention devoted to other modes of public transport. Too frequently, it's seen as dated, in decline and unreliable – an outdated perception that isn't based in present-day realities.
In fact, the bus sector is undergoing a major process of ambitious change. It's adapting to new passenger needs, embracing innovation and finding smarter ways to serve communities. But if we don't change the way the industry is perceived, that transformation will be held back.
Why buses deserve better
In the public transport hierarchy, buses are often regarded as the poor relation. Guillaume Chanussot, CEO of Transdev, put it very well at the ALBUM 2025 Conference when he said: "The bus sector is underfunded and often underestimated." Very few people working in the industry would disagree with that assessment.
Buses are the connective tissue of the public transport ecosystem: they connect communities that trains and planes do not, support local economies and promote greater social mobility. They're essential to meeting the UK's environmental goals and creating a fair and inclusive transport system.
So why have they been so persistently overlooked? Part of the issue is perception. For too long, the bus industry has been associated with outdated stereotypes of stagnation and decline, and although the sector has innovated and modernised, its public image hasn't always reflected this.
Without a change in how buses are perceived by policymakers and the public at large, the transformation that's already underway won't reach its full potential. This is why those of us working in the sector need to reshape the prevailing narrative.
The role of local government
Local government has a crucial role to play. Across England, new franchising models are being introduced, with metro mayors and combined authorities taking a more proactive part in bus service design and delivery. Greater Manchester and the Liverpool city region are among those leading the charge by putting buses under public control, capping fares and making networks more integrated.
It should be noted that not all local authorities are taking the same approach. In Leicester, for example, the Leicester Buses Partnership model between the local council and the city's seven bus operators has delivered on 94 of its 100 commitments, demonstrating that there's no one-size-fits-all model to suit everyone.
In any case, it's not just about formal structures – it's a matter of ambition, too. Local authorities have a powerful influence over how buses are viewed and valued. When they choose to champion buses and invest in them, the results are tangible: increased ridership, improved services and enhanced public confidence.
Greater Manchester's Bee Network is a case in point. By integrating trams with buses and, eventually, local train services under a single brand and fare system, the Bee Network is redefining how people perceive and use public transport.
Such success stories highlight the importance of joined-up thinking and long-term planning. To thrive, then, the bus sector must be treated not as an isolated service but as an integral part of the transport mix – which means ensuring that buses are central to the public transport conversation.
The importance of ambitious leadership
Crucially, we need ambitious and dynamic leadership from within the bus sector itself. Too often, well-meaning attempts to promote the industry fall into a defensive posture – talking about survival rather than growth. This reinforces the perception that buses are a legacy mode of transport, rather than a future-facing one.
Constructive criticism, and self-criticism, matters here. This is not to undermine or do down the industry's existing leadership – whose commitment to buses and sincerity are not in question – but instead to challenge the sector's executives to think bigger.
We need visible, vocal ambassadors who can persuasively articulate the vital role buses play in the here and now – and will continue to play in the future – in transport, climate policy, social equity and regional development. Strong, confident leadership will be essential to attracting the investment that the sector needs and bringing in the next generation of talent.
Sustainability, innovation and opportunity
There is a real sense of momentum building in the bus sector. Zero-emission fleets are being rolled out across the country, smart ticketing systems are making it easier for passengers to plan and pay for journeys, and new technology is enabling more responsive, customer-centric bus services.
These developments also signal a broader cultural shift. To keep pace with the changing landscape, the bus sector must embrace new ways of thinking and be open to new voices. Diversity of backgrounds, experiences and perspectives will be critical to driving this evolution. That also means bringing in leadership talent from other sectors who can bring fresh insights.
At Intuitive, we're proud to support bus sector organisations navigating this transformation. Our focus is on helping transport leaders build inclusive, forward-thinking teams capable of meeting today's challenges and tomorrow's opportunities. We see leadership as the catalyst for change – and we know that the bus sector is rich in potential for those willing to seize the opportunities it offers.
Changing perceptions, transforming realities
The bus sector is modernising itself – but we also need to modernise the way in which buses are seen. This means recognising their strategic importance and giving them the attention, investment and status they truly deserve.
With the right leadership, vision and support, the bus sector can take its rightful place right at the heart of the national transport conversation. To do that, we need to open the door to a wider range of perspectives, looking beyond traditional talent pools and being willing to embrace change.
The future of buses isn't just a matter of vehicles or timetables – it's about people. With the right people leading the way, there's really no limit to what the bus industry can achieve.
