What the Bus Industry Can Learn from the Flight of Wild Geese
At BUS2BUS, Manja Kaubisch used migrating geese as an image to show that the future belongs to those who adapt fastest.
In her presentation at BUS2BUS 2026, management consultant Manja Kaubisch spoke about the necessary transformation process for bus tour companies to reach new target groups.
Instead of looking at the road, Manja Kaubischlooked up at the sky during her keynote speech on the future of the bus industry: The management consultant and founder of MK Klartext Consulting chose an image from nature—namely, a flock of wild geese.
According to Manja Kaubisch, bus tour operators are facing a necessary journey of change because the broader context, expectations, and target audiences are fundamentally shifting. In this respect, their situation is similar to that of the wild geese. They must set out on their journey south every year because the food supply in Northern Europe is insufficient. Bus operators, on the other hand, need to reach new and, above all, younger target audiences. Will young people still travel by bus in the future? Yes, but only if the industry rethinks travel and takes new mobility needs into account, according to the expert.
Always on the Move
The journey begins when the old ways no longer work: According to Manja Kaubisch, the younger generation’s loss of interest in traditional bus tours is a gradual trend. Companies should ask themselves what they can do about this and begin the transformation because it is necessary. According to Manja Kaubisch, sustainability means flexibility. For bus operators, a festival shuttle can open up new possibilities, but so can offering “Netflix trips” to TV series filming locations, as the family-owned business Peters Reisendoes.
Working Together Toward a Goal
During their flights, which can last up to ten hours, the geese take turns leading the flock. Every ten minutes, a different bird takes the lead. Bus operators can learn from this as well: being open to new partnerships and to young people who bring their ideas to the table can be a competitive advantage.
Arriving to start anew is another lesson from the wild geese’s flight. It is important to respond to changing circumstances. Transformation has no end date; it is continuous. The future belongs to those who are most adaptable, says Manja Kaubisch. For her, traveling by bus clearly stands out from other forms of mobility because of the sense of community. The “we” becomes more important than the “I” – just like with the geese.