What is the Driving Force Council?
The Driving Force Council is a special interest council of the American Bus Association focused on workforce and culture across the motorcoach, tour, and group travel industries.
Driving Force focuses on practical, industry-driven approaches to recruitment, onboarding, retention, leadership development, and continuous education—helping ABA members respond to today’s workforce challenges and prepare for what’s next.
What does Driving Force work on?
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Recruitment strategies tailored to the motorcoach and group travel workforce
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Onboarding and retention practices that support long-term employee success
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Leadership development for managers and executive teams
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Education and training resources that support compliance, growth, and career pathways
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Culture-focused initiatives that strengthen teams and workplace environments
Why does this Council matter?
Workforce challenges continue to shape the future of the motorcoach and group travel industry. Driving Force exists to help members address these challenges collectively—sharing knowledge, testing ideas, and developing strategies that reflect real operational needs, not theory.
By aligning with ABA’s Strategic Plan, the Council ensures workforce and culture remain central to the industry’s long-term resilience and success.