BEHIND THE SCENES OF THE WORLD’S BEST BUS TOUR
Trip Advisor voted the firm’s City & Beatles Tour the best bus tour globally. No wonder music fans, tourists and even locals rave about it in their online reviews…
Open-top buses are a familiar sight in cities around the world, and the red buses run by Liverpool City Sights are no exception. Trip Advisor voted the firm’s City & Beatles Tour the best bus tour globally. No wonder music fans, tourists and even locals rave about it in their online reviews.
The City & Beatles Tour gives passengers a once-in-a-lifetime opportunity to photograph the iconic Strawberry Field gates and Penny Lane road sign. The route also takes in the childhood homes of McCartney and Lennon.
“It’s about engagement, building trust and connection with our customers.“
The City & Beatles Tour and City Circular Tour operate 364 days a year. The only day the red buses do not come out of the depot is Christmas Day! The buses play a major role in showcasing the city and its culture and heritage. But have you ever considered the skillset that keeps these buses on the road?
The Roles that Keep the Wheels Turning
Keeping a successful operation moving relies on a large team pulling in the same direction. We lifted the bus’s bonnet to discover the skills essential for this world-leading tour. Each role is vital, from the dedicated mechanics ensuring road-ready buses to the enthusiastic guides who bring the Beatles to life.
The Front Line
Liverpool City Sights, owned by former Brookside actor Phillip Olivier, has exceptionally high standards for its frontline staff. The most valued attributes are thinking on your feet and multitasking, and every team member must have amazing customer service skills to ensure memorable experiences.
“Our tours go beyond transportation—they are a window into the history, music, and vibrant culture that define this iconic city.“
Drivers
A team of up to nine drivers is responsible for the safety of the bus and passengers, keeping to schedule and navigating busy streets and any road closures. They have to adapt and respond to the conditions in the moment.
Guides
The City & Beatles tour guides are guitarists, banjo players, and ukulele musicians! One guide even plays the tambourine to amuse guests. Although playing an instrument is not compulsory for a guide, this can help create lasting memories for sightseers.
The guides’ knowledge of local history, Liverpool culture and music has to be second to none. Their passion is one of the most vital elements in Liverpool City Sight’s success.
Damion Ewing, senior guide and assessor, told us:
“When auditioning for a tour guide, we look for outgoing people with strong social skills. But being charismatic is just a starting point. Guides must have impeccable knowledge and be able to multi-task whilst on the move. For instance, keeping an eye on the traffic lights so that commentary flows in time with what visitors can see is a true skill.”
Ticket Sales & Enquiries Team
A team of eight looks after ticket sales and enquiries, and their customer service skills are key to guest satisfaction. There is a lot of competition, with other attractions vying for the pound in the pocket of visitors to the city.
In addition to selling, the team members provide live information about bus timings and help get passengers on and off as seamlessly as possible. A professional walkie-talkie system operates between the two bases at The Albert Dock and the Pier Head. When cruise liners are docked, the team can encounter an incredible 1000 passengers or more a shift.
True to Our Roots
Mechanics, marketing, operations! All of this, and more, takes place behind the scenes. The brand is overseen by Chloe Egan, responsible for marketing and business development. She says:
“Our online reputation is paramount. A single online review can influence countless potential customers. It’s about engagement, building trust and connection with our customers. I also work closely with hotels and local attractions, catering to special events such as providing two buses for the Liverpool FC victory parade two years ago. Moments like that testify to our flexibility to adapt to the city’s needs.”
She continues, “What’s special about our growth is that we’ve stayed true to our roots—entrepreneurial, dynamic, and always ready to innovate. We’ve cultivated a work culture where no one says, “That’s not my job.” We don’t see ourselves as just running bus tours but as offering an immersive, experiential journey. Our tours go beyond transportation—they are a window into the history, music, and vibrant culture that define this iconic city. We want every visitor to feel they are a part of something special, whether it’s reliving the city’s musical heritage or discovering its hidden gems.”
Chloe is also proud of the company’s commitment to accessibility for international visitors, noting, “We offer a unique, multilingual commentary system in 10 languages, which is the only one of its kind in the city. This system continues to prove extremely popular with international guests, enhancing their experience by making it more inclusive and engaging. It allows us to share the essence of Liverpool with people from all over the world, in their own language, and that’s something we take great pride in.”
The Secret Sauce
Completing the team, there is a head of operations, admin and finance support. At the helm of the firm, day to day, is Finance Director Lewis May. He says:
‘It really is about attracting and keeping the best talent. The secret sauce, I believe, is the camaraderie within the business. We’ve all got each other’s backs. This underpins our success.”
Next time you see a Liverpool City Sights [https://liverpoolcitysights.com/] bus on the streets of our city, remember the Herculean effort and the amazing skills mix behind the scenes.
