Whether you’re for it or against it, everyday life is becoming increasingly digital. People are relying less on human transaction at the point of sale and more on seamless, tech-enabled capabilities. From the rapid rise of supermarket self-checkouts to the growth of taxi apps like Uber, many people now prioritise digital convenience over face-to-face interactions. Today’s passengers are also more digitally confident than ever, with a growing number of ‘native’ technology users – those who have grown up with the internet, smartphones and instant access to information – now travelling by bus and coach. For this audience in particular, digital convenience isn’t a luxury; it’s a basic expectation. For our industry to remain attractive, efficient and relevant, we must therefore keep passengers as our true North Star and meet them where they are: in a world that’s digital, connected and instant. By leveraging technology to deliver seamless ticketing and fare collection, accurate real-time updates, intuitive apps and personalised travel information, we can respond to passengers’ evolving needs and expectations. And in doing so, technology becomes more than an operational tool – it becomes an enabler of choice, sustainability and connection, transforming bus and coach travel from a necessity into a preferred, modern way to move.