
Discounting Doesn’t Make Sense: Why “Just 10% Off” Is Rarely Harmless
January 26, 2026DriveTime is back—and if 2025 taught our industry anything, it’s that “business as usual” isn’t a strategy.
In the newest edition, Gladys Gillis of the Starline Collection (Washington) and Bethany Bertram (Schubert) of Trobec’s Bus Service (Minnesota) join hosts Chris Riddell and Jeff Rogers for a forward-looking conversation built for operators who want to win in 2026—not just survive it.
Together, they unpack what the motorcoach industry learned in 2025, what those lessons mean as we move into 2026, and where operators should be focusing their time, energy, and resources. From areas of momentum and strength to the challenges demanding real attention, this episode delivers candid insights, grounded perspective, and practical takeaways from leaders doing the work in the field.
If you’re thinking strategically about the year ahead, this is a conversation you won’t want to miss.
Meet the Panel

Chris Riddell
CEO, TBN

Jeff Rogers
CEO, TCon Team

Gladys Gillis
President, The Starline Collection





