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Saving Customers In a Crisis requires better Technology
November 4, 2025In today’s motorcoach industry, the word broker can mean very different things. Some create genuine value—logistic planning, single point transactions, and inline access to charter services. Others, however, act as middlemen who contribute nothing, distort pricing, and erode trust between operators and their customers.
In this DriveTime episode, Chris Riddell and Jeff Rogers, and their guest Pete Borowsky will unpack the rise of parasitic brokers, their impact on the industry, and the uncomfortable truth that their existence is a symptom of unmet customer expectations. The conversation tackles what real “value-add” looks like and how operators can reclaim their relationship with the customer—by delivering the convenience, transparency, and professionalism that customers demand.
Meet the Panel
Chris Riddell
CEO, TBN
“We need to be harvesting the margin that these brokers are making by working direct with customers.”
Jeff Rogers
CEO, TCon Team
“And it’s… to the spoils goes the lowest bidder if there’s anything left on the bone after we get done bidding it down.”
Pete Borowsky
President, Starr Tours
“Would you go onto Priceline with no Stars to choose the quality of your hotel and no reviews and nothing, and just say, yeah, give me a hotel room in San Antonio. I don’t need to know anything else about it.”
In a hurry? Listen to the DeepDrive here.
