Gray Line's Sydney freshener

The iconic Gray Line brand has a fresh lick of paint with an invigorated reboot into Sydney

Gray Line's Sydney freshener
Gray Line’s Sydney freshener

By David Goeldner | July 10, 2013

Prestige coach operator Australia Wide Coaches has secured the sub-licence to operate Grayline’s Sydney day tour division.

Australia Wide Coaches Managing Director Richard Dawes says his company was chosen on the basis of high standards delivering excellent customer service, and consistent high standards in coach service delivery.

Picking up the sub-licence effectively fills a void in Australia Wide Coaches’ operations since parting ways with APT about a year ago of which Dawes was a contractor.

He says Australia Wide Coaches had successfully operated APT Sydney Day Tours for seven years until its sale to AAT Kings.

"Up until about 12 months ago we had the APT contract, and we would probably still be doing this had they not sold to AAT which had its own fleet," Dawes says.

"So our relationship finished with APT, and another door has just opened and we are now in direct competition with APT and AAT Kings," he says.

And unlike a typical contracting arrangement where there was little room to ‘innovate’, Dawes says the Gray Line arrangement provides for ‘doing the full business’ – looking after business development, brochures, costings, and itineraries while also providing the coaches.

"We definitely have some exciting changes planned for Grayline Sydney, but these will be executed in a timely manner and not rushed to the market place," he says.

"It’s a five year licence, and Driver Group Australia remains as the head licensee for Australia, and we look after the Sydney part."

Beyond Sydney, the sub-licence will incorporate tours to the Hunter Valley, Blue Mountains, Jenolan Caves, Canberra and Port Stephens.

"One of the great sales tools for our company is that we are still only a relatively small operator – personable and most importantly Australian owned," says Dawes.

"It is great to partner with the worldwide branding of Gray Line."

Dawes says the new arrangement would allow the Driver Group to focus on its Melbourne day tours business and further its charter business in Victoria.

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