Few topics generate more ongoing discussion in the motorcoach industry than the relationship between operators and brokers. It’s a dynamic filled with both tension and opportunity — raising questions about margins, customer relationships, brand control, and safety.
To explore the conversation from another perspective, I spoke with Harald Kruse about how intermediaries like BusBank view their role — and how operators might approach these partnerships more strategically.
This discussion was also featured in the October/November issue of BUSRide Magazine as a text article, continuing a meaningful dialogue within the industry.
In our conversation, Harald shared his perspective on:
Why he believes BusBank should be viewed as a distribution channel, not a competitor, helping complement operators’ local business with national reach.
The importance of clear communication and process discipline to ensure operators are paid quickly and fairly.
Why, as he put it, “the customer doesn’t speak bus” — and how his team works to translate customer expectations into actionable trips for operators.
The shared responsibility among brokers, operators, and drivers is to ensure safety and service quality.
And his view on how intermediaries — whether brokers, marketplaces, or DMCs — will continue to play a role in the industry’s future.
This was a thoughtful and constructive exchange — not to settle the debate, but to provide context for how different parts of the industry view the same set of challenges.
🎥 Watch the whole conversation above, and share your thoughts in the comments:
How do you see the role of intermediaries evolving — and what makes for a fair and balanced partnership between brokers and operators?
