Perth Explorer’s story of grit, passion, and community spirit

Twenty years in any business is no small feat, but when you are a small, independent tour company navigating through a pandemic, staffing shortages, and constantly evolving technology, reaching that milestone is nothing short of remarkable. Perth Explorer, the iconic red, open-top, hop-on, hop-off bus tour in Perth, has weathered these storms with grit, foresight, and an unrelenting commitment to keeping its wheels turning through the city streets. “I’m still not sure how we did it,” says Pauline Wright, the company’s founder. But here they stand, brighter and bolder, continuing to welcome travellers from all walks of life to explore the wonders of Perth.

An idea takes off: The origins of Perth Explorer

The concept for Perth Explorer was born from a simple, striking question: if open-top bus tours thrive in rainy London, why not bring one to Perth’s sunny, temperate climate? Twenty-one years ago, open-top tours were not nearly as widespread, yet the founders saw an untapped opportunity after experiencing London’s vibrant tour scene. The timing could not have been better as WTTC member City Sightseeing had just opened a franchise in Sydney, and Perth Explorer quickly followed suit. “We approached them and got the franchise for Perth,” says Pauline, and with that, the dream took root.

Over the years, Perth Explorer shifted to an independent operation, blazing its own trail while becoming a staple for tourists looking to experience the best of Perth on wheels. Covering a full two-hour loop through Perth city and the lush Kings Park, Perth Explorer offers commentary in 11 languages and a special children’s channel narrated by Kev the green kangaroo—making the experience as engaging as it is comprehensive.

Challenges on the road: Managing a small, steady business

Running a hop-on, hop-off tour in Perth poses unique challenges, especially when compared to similar operations in larger cities with a higher influx of tourists. Staffing remains a delicate balancing act, with a fine line between maintaining enough hands-on deck to keep things running smoothly and having too many employees with insufficient work. “Rosters and staffing levels are always a challenge,” explains Pauline, underscoring the need for operational flexibility.

Then there’s the ever-present task of maintaining the fleet. Unlike larger operators with spare vehicles on standby, Perth Explorer has to act fast whenever repairs are needed. “We don’t have the luxury of extra buses just waiting in the depot to be serviced and repaired,” shares Pauline, a reality that demands a nimble and resilient team.

Nothing tested the resilience of Perth Explorer quite like the pandemic. With Australia’s strict border closures, the tourism sector was hit hard, and Western Australia was no exception. Domestic travellers were barred from entering the state. To survive, the company made drastic cuts, selling vehicles and assets to stay afloat. They even pared down on marketing expenses, discovering a surprising silver lining in the process.

Returning to a leaner operation, Perth Explorer has avoided “unnecessary” expenses like social media advertising and large-scale marketing campaigns, which they have not revisited since. While the scars of the pandemic linger, Perth Explorer emerged stronger, wiser, and laser-focused on what truly matters for its business.

Standing out in the crowd

When it comes to differentiation, Perth Explorer has a visible edge: the iconic red double-deckers are hard to miss. “Our vehicles are the standouts, and most travellers understand the type of tour that is on offer,” says Pauline. This instant recognition and appeal have become the company’s unofficial calling card, drawing tourists who actively seek out an open-top bus experience. The bus itself—its colour, its height, the wind in your hair on the top deck—is as much a part of the experience as the sights it passes.

Over time, Perth Explorer’s demographic has shifted, too, as younger tourists join the mix. With engaging features for kids, more families now hop on board, making it a journey enjoyed by all ages. “We still produce brochures which are distributed across the hotels in Perth and at a stand at airports. Our customers like brochures as they can see the timetable and map and plan their day accordingly. We also run a TV ad campaign just before Christmas as locals tend to take our bus ride with friends and relatives during holidays,” says Pauline.

Responding to changing times

The focus on sustainability has steadily grown among tourists over the years, and Perth Explorer has kept pace by replacing its older, less efficient buses with newer, eco-friendly models. “There is an expectation from our customers that our buses will be modern and clean,” shares Pauline. This push towards modernisation underscores the company’s commitment to delivering memorable experiences and responsible tourism.

Pauline sees substantial opportunities for growth, especially as Perth’s tourism continues to flourish. With more tourists arriving in Western Australia, Perth Explorer aims to expand its fleet and increase tour frequency, ultimately hoping to extend their route along the coast.  

Moreover, advancements in technology have streamlined Perth Explorer’s operations significantly. A new ticketing system implemented a few years ago transformed the way the business runs, integrating sales data from web bookings and on-board sales into a single system. Now, they are exploring the possibilities AI might offer, particularly in customer support. “Our booking system help desk has just started using AI, and it is incredible,” notes Pauline.  

Community and local partnerships have also been pillars of strength for Perth Explorer. With the support of local governments, Perth Explorer even ran a temporary hop-on, hop-off service between Scarborough and Hillarys along the Sunset Coast—a venture so popular they are considering bringing it back. It is a testament to the impact that well-timed collaborations can have in bolstering small businesses.

Looking ahead, the company hopes to play an even more significant role in Perth’s growing tourism sector. Pauline sees room for expansion, not just in operations but also in visitor engagement. With new buses and a larger route in mind, the company is ready to welcome a new wave of tourists eager to explore Perth’s unique sights.

A word to the wise

For small business owners in tourism, Pauline has this advice: “If the business doesn’t scale beyond a sole trader, it’s going to be hard work in a 365-day market.” There’s wisdom in building a business model that can adapt, evolve, and scale, especially in a sector where the work is as constant as the demand for new experiences.

In a world of fast travel and quick getaways, Perth Explorer is a story of resilience and passion, where each bus ride represents not just a scenic tour, but a journey built on decades of hard work and dedication. As long as there are travellers with a thirst for exploration, Perth Explorer’s iconic red buses will be there—rolling through the sunlit streets, greeting visitors with open arms, and taking them on a journey to remember.

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