The report from Transport Focus says that one third of people believe coaches are often uncomfortable, dirty or old and more than half believe coaches are infrequent and often suffer delays. Just four percent of people surveyed made their last journey to an airport by coach.

But the research also found that people trying a coach for the first time generally have a positive experience that is better than expected.

The transport watchdog calls for Government, industry and trade bodies to develop a strategy promoting coach travel as a value for money, sustainable travel option and for the coach industry to help challenge the ‘stigma’ of many passengers who chose not to travel by coach.

Better use of technology to help with journey planning, encouraging coach operators to work more closely with airports and airlines to promote coach travel and the publication of performance data to better inform customer choice are also advised.

“It’s time to break the stigma around coach travel,” said Transport Focus director David Sidebottom. “Despite strong levels of passenger satisfaction among coach travellers, awareness of this option as a cost effective and reliable way to travel remains desperately low.”

Aviation Minister Baroness Sugg added: “It is clear that misconceptions need to be overcome so that coach travel is seen as a genuine alternative to the car.”

Heathrow Airport – which is committed to increase public transport access to its site from 40% to 50% by 2030 – also backed the research. Surface access director Tony Caccavone said: “It is crucial we find new ways of getting our passengers to use more sustainable modes of transport and coach travel – an often overlooked but convenient and comfortable option – is an essential part of that.”

Coach operator National Express welcomed the report. Managing director Chris Hardy said: “We know that there are many millions of journeys made in the UK each year for which coach would be a great option offering value for money, convenience and reliability. We hope that this research will help to promote all of the benefits of coach travel.”

(Photograph: Heathrow Airports Limited)