Whittles Coaches at 100: Looking Forward with the Coach Travel Group

As we head into a new year, one coach operator is not just celebrating Christmas it’s marking a remarkable 100-year anniversary. Let’s takes a look back at the history of Whittles Coaches and its bright future under new ownership. 

From Humble Beginnings in Shropshire 

Whittles Coaches, now a name synonymous with Worcestershire travel, began in the rural village of Highley near Bridgnorth in 1926. Founded by J.T. Whittle and his two brothers, the company initially transported miners and coal, before expanding into stage carriage services for nearby towns. 

By 1935, Whittles acquired a tours and excursions license from Harpers Coaches of Kidderminster, establishing its first foothold in Worcestershire. The 1950s saw a focus shift purely to passenger transport, marking the start of its journey as a coaching operator 

Growth Through Acquisitions 

The late 20th century saw Whittles expand through a series of strategic acquisitions. M&M Coaches of Kidderminster and Corvedale Motor Services of Ludlow joined the group in the late 1960s. The 1970s brought Foxall Coaches and Morris Coaches into the fold, strengthening operations across Shropshire and Worcestershire. 

In 1980, Whittles launched a twice-daily London service from Kidderminster, Dudley, and West Bromwich, later branded as a joint National Express service. By the early 1990s, acquisitions such as Alveley-based Narburgh Coaches expanded the fleet to over 50 vehicles, cementing Whittles as a leading regional operator. 

East Yorkshire Motor Services Era 

By 2004, Whittles operated 49 coaches, offering local services, school contracts, and holidays. Following Ron Whittle’s decision to secure the business’s future, Whittles was sold to East Yorkshire Motor Services (EYMS). The company continued to grow under EYMS, including National Express operations, but changing local bus funding and government cuts eventually led to a sale of the business. 

Joining Johnsons and the Coach Travel Group 

In 2015, Whittles’ coaching division found a new home with Johnsons Coach Travel. The alignment between the two companies created opportunities to enhance holiday offerings while maintaining Whittles’ local identity. 

In June 2024, Whittles became a founding member of the Coach Travel Group, joining forces with other respected operators to create a strong national network while retaining its heritage and local focus. General Manager Ashley Brown highlights the benefits: 

“The Coach Travel Group brings together strong regional operators to create a national network, yet each company retains its identity and remains rooted in its local community. It’s the best of both worlds; national reach with a local touch.” 

Coach Holidays with Character 

Whittles’ loyal customer base is at the heart of its success. Experienced staff, from drivers to travel shop personnel, maintain long-standing relationships, ensuring holidays run smoothly and customers feel valued year after year. 

Collaboration across the group enhances holiday offerings. Shared insights from fellow operators help Whittles maintain high standards and occasionally provide unique experiences that might not otherwise be available. Popular destinations like Scotland, Ireland, and the Isle of Man remain customer favourites, while planning often runs years in advance to secure prime accommodation and attractions. 

Celebrating 100 Years 

The centenary year is marked by special holidays, heritage branding, and a unique VDL Futura 2 painted in a centenary livery that reflects both Whittles’ history and its future. Classic elements from the “Go Whittle” brand have been reintroduced, celebrating the company’s rich legacy. 

Other innovations include Whittles Express Excursions, offering direct travel from a single pickup point to over 30 destinations, and branded afternoon tea boxes on selected tours, adding a thoughtful premium touch. 

Investing in Facilities and Fleet 

Whittles operates from a modern depot on Foley Business Park in Kidderminster, featuring a travel shop, office block, and workshop. Recent investments include a new Istobal wash system and upgraded workshop equipment to maintain fleet presentation and operational efficiency. 

Today’s fleet consists of 18 modern coaches, including Volvo and Irizar vehicles, with plans to introduce Scania coaches for future touring. Accessibility remains a priority, with PSVAR-compliant vehicles being gradually introduced. 

Looking Ahead 

2026 will be a landmark year for Whittles, with centenary-themed excursions, heritage storytelling, staff recognition, and other celebrations. The milestone is not just a reflection on the past, but a confident look toward the future as part of the Coach Travel Group. 

Ashley Brown sums it up: 

“Our 100th anniversary celebrates a century of service, heritage, and community. We are proud of our history and excited for the future, continuing to provide high-quality, friendly, and reliable coach travel for decades to come.” 

Whittles Coaches: A century of travel, heritage, and a commitment to quality that’s only just getting started.