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When travelling by coach or tour bus, one common question among operators is: how much should you charge for bottled water? Responses to this question from the forum reveal a wide range of pricing strategies, with prices varying significantly depending on factors such as customer demographics, the cost of stock, and personal business philosophies.
Prices range from free to premium
The majority of operators charge £1 for a 500ml bottle of water, often citing this as a fair and consistent price that balances affordability for passengers with profitability for operators. Several contributors noted that £1 has been the standard for years, particularly for smaller operators or those selling both hot and cold beverages.
Others charge less, with some pricing water at 50p or offering deals such as two bottles for £1. Conversely, a few participants mentioned charging as much as £1.50 for branded options like Evian or Highland Spring. A notable outlier set the price at £5, though this may have been shared in jest.
Complimentary water divides opinion
Some operators prefer to provide water for free, seeing it as a small but meaningful gesture of goodwill. One user remarked, “It only costs pennies,” while another noted they offer one bottle per passenger upon boarding. However, there are challenges to this approach. One operator shared an experience of customers taking multiple bottles at once to stock up for the rest of their trip, leading them to implement a charge for subsequent bottles.
Factors influencing pricing
Many contributors highlighted the importance of knowing your costs and audience when setting prices. Bulk purchasing at wholesalers like Costco was frequently mentioned as a way to keep costs low, with some noting that a 24-pack of water can cost as little as a few pounds.
Customer demographics also play a role. Some operators adjust prices depending on the group they are hosting, with one commenter saying they charge 50p for “Granny” tours but £1 for foreign tourists. Another pointed out that on certain tours, particularly those with set pricing policies like Leger or Shearings, operators must adhere to company standards.
Balancing profit and customer satisfaction
For many operators, the question of charging for water goes beyond simple economics. Some see it as a potential source of profit, while others view it as part of delivering a high-quality customer experience. A few mentioned that offering water for free could encourage better tips, though this outcome isn’t guaranteed.
Final thoughts
Ultimately, the decision on whether to charge for bottled water—and how much to charge—depends on individual circumstances, including cost structures, customer expectations, and personal business goals. As one contributor succinctly put it, “Sell for whatever price you’re comfortable charging and whatever price your guests are happy paying.”
For operators, finding the right balance between cost recovery, profit, and customer satisfaction remains key to making the best choice for their tours.
