Dad urges Stagecoach to rethink 45% fare hike on Coventry–Rugby school bus route
A Coventry parent says switching to Stagecoach and a monthly fare of £75.60 would raise a term cost by about 45% for a route serving three Rugby schools.
A new operator will take over the Coventry–Rugby school bus route on January 2, with fares set to rise sharply as Stagecoach Midlands takes the contract from National Express. The route, used by a single bus that serves three Rugby schools, will switch to Stagecoach under a subsidised arrangement with Warwickshire County Council. The move comes amid broader questions about pricing under public contracts that rely on commercially set fares rather than direct subsidies for non-entitled pupils.
Ambi Ambituuni, a Coventry father of two, said the route his daughter uses currently costs about £165 a term. Under the new operator, he expects the term outlay to jump to roughly £302.40, a roughly 45% increase. He learned of the change through a parents’ group chat and has urged both Warwickshire County Council and Stagecoach to reconsider the pricing and seek parity with the previous provider. “It is a substantial amount, especially given the cost of living right now,” he said, noting the route’s importance for families with pupils at three Rugby schools.
Stagecoach Midlands said it would operate the service under existing local fare structures while highlighting options intended to keep costs down for families. Mark Whitelocks, managing director of Stagecoach Midlands, pointed to the seven-day Rugby & Daventry MegaRider as a consumer-friendly option for young people. The ticket is priced at £18.90 and “allows travel throughout the zone on Stagecoach buses and includes travel to and around Coventry.” He contrasted this with the current National Express weekly ticket for the NX Outer Zone - Rugby, which is £22, to illustrate potential savings for families who can choose longer-term tickets.
Warwickshire County Council confirmed that the routes to be operated by Stagecoach are subsidised services under contract. The authority said the contract for these services was awarded through competitive tender and that bus operators bid on the basis that locally established commercial fares would apply. The council added that it remains committed to its statutory duties to provide transport assistance to entitled pupils living in Warwickshire, but that it cannot subsidise non-entitled pupils. For parents seeking more affordable arrangements on the new services, the council recommended the MegaRider options—seven-day or 28-day tickets covering the relevant area—as the most cost-effective choices available.
The council emphasized that the change is tied to a formal procurement process and that Stagecoach will begin operating the service on the targeted date. It also reiterated its responsibility to ensure eligible pupils receive transport support while allowing operators to set fares within the framework of the contract. The situation highlights the tension between public service delivery and market-driven pricing as districts reconfigure routes and operators under competitive tender.
The route in question remains a corridor connecting Coventry families to three Rugby schools. While the council argues that fares on subsidised services are shaped by bids and local fare policies, parents and guardians are watching closely for any unintended financial burden as January approaches. The case illustrates how changes in operators and fare structures can directly affect households during a period of broader cost-of-living pressures, particularly for families with students relying on daily school transport.