School Transport Services (STS), one of the top school transport providers in the UAE, is taking steps to boost ridership, including experimenting with a 15 per cent reduction in bus fees, as Dubai targets a 13 per cent increase in students using buses to ease traffic congestion around schools. The issue of school transportation costs is widely debated, with parents, especially those with multiple children, calling on schools and service providers to reduce prices to make transportation more affordable. Recent incidents involving children in fatal accidents while using illegal private transport have intensified concerns within school communities about safety procedures for student drop-offs and pick-ups.
Steve Burnell, managing director of STS group, explained that they face increasing costs every year, such as fuel, but set fees at the beginning of the year, leading to challenges when costs fluctuate. STS serves more than 92 schools and over 120,000 students, with a fleet of over 3,800 smart buses and more than 4,500 drivers. Despite efforts to reduce fees by 15 per cent, they found that it did not significantly impact ridership. Implementing centralized systems to monitor maintenance, fuel consumption, and driver schedules can help reduce operational inefficiencies and costs.
Burnell emphasized the need for a shift in parents’ mindsets when it comes to transportation costs. He noted that parents have the freedom to choose different transportation options based on factors like proximity, price, and quality of service. The relationship built between parents, drivers, and bus guardians is crucial in school transportation, with a focus on safety and operational efficiency through advanced technology and dedicated staff. STS also runs a programme called ‘Stop, Listen, and Try,’ where parents can use the bus service for free for a week to experience the benefits.
Highlighting the environmental impact of transportation, Burnell pointed out that buses have a lower carbon dioxide impact per passenger compared to cars. The company is also taking steps to reduce their environmental footprint by implementing B5 biofuel tanks at three schools, enabling service at a total of eight schools. Despite the challenges and costs associated with school transportation, the focus remains on providing safe, efficient, and reliable services for students and parents. The company continues to explore strategies to increase ridership and make transportation more accessible to all.
