Celebrity Worldwide Celebrates 20 Years With New Custom Coach

Posted on July 20, 2011

MALVERN, Pa. — In response to the rise of corporate group travel and the corollary demand for larger vehicles, Celebrity Worldwide Chauffeured Transportation of Malvern, Pa. has bought a new 57-passenger luxury Van Hool C2045, bringing its fleet count to 48 vehicles. Celebrity celebrates its 20th anniversary this year.
The coach is all-black to better suit the corporate world and has been tailored to fit the needs of Celebrity's clients, boasting futuristic-looking black and grey leather-and-cloth seats. It has a restroom, three-point seatbelts for added safety, foot rests, passenger window shades, reading lights, 452 cubic feet of luggage storage, six 10-inch LCT overhead monitors, an overhead parcel rack with lighting, XM satellite radio, iPod connect, and 110-volt AC outlets in each seat row.

Dennis Adams, CEO of Celebrity, said he bought the coach because Celebrity farmed out enough group work to warrant it. He also checked beforehand with top clients to see if they had a consistent need for group travel. "My corporate clients prefer to stay with one vendor rather than using us for vans, SUVs, and sedans and then going to a separate motorcoach provider for larger passenger needs," Adams said. "Having our own coach basically gives our customers a one-call vendor."
Adams has been promoting the coach through email blasts and postcards to each of Celebrity’s 22,000 clients in its database, as well as bringing the coach directly to major clients. "We do like a 'show-and-tell' and bring it clients, taking [the coach] wherever we can, and once we show it to people, it sells itself," Adams said.

Celebrity's website also has been redesigned to include photos of actual Celebrity vehicles with an interactive, 360-degree virtual tour of each vehicle, which has helped not just with promoting the coach but also by expediting sales. When clients ask about what the vehicles look like, reservation agents direct them to the website and walk them through the fleet page, where clients can see the exterior and interior of all the vehicles.
By tracking clicking trends on its website, the Celebrity team discovered that most people were clicking on their fleet page, so they focused their redesign to make it more detailed and appealing. New fleet photos and virtual vehicle tours have brought Celebrity many customers who already have looked at the website and pre-shopped the vehicles. "They already know what type of vehicle they want before they call us," Adams said.
Click here for a 360-degree digital tour of Celebrity's motorcoach.
Promoting the new coach has drummed up other business because it has put Celebrity's name back in people's minds when they need transportation solutions, Adams said. So far it's been going out on a weekly basis, and Adams said he has another coach on order for delivery this Fall.

—    Michael Campos, LCT assistant editor

Related Topics: bus market, business travel, corporate travel, group travel, marketing to corporate travelers, motorcoaches

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