NEW YEAR: WELCOMING
EMBRACING CHANGE, GROWTH, AND A FEW LAUGHS IN PRIVATE HIRE TRANSPORT
Article by Rev’d Paul Newbery The Elite Family
www.elite-liverpool.co.uk family@elite-liverpool.co.uk
Introduction
The start of a new year is like a freshly washed car: it’s shiny, full of promise, and you just hope the kids don’t spill juice on the seats by January 2nd. For the private hire industry, this season is all about fresh starts, new opportunities, and the chance to welcome a wave of new customers and drivers. As the clock strikes midnight and resolutions are made - some more ambitious than others (farewell, chocolate?) - private hire operators can rev up their engines for a year of transformation and success. With each January comes a unique sense of anticipation, like waiting for your satnav to finally get its act together.
Perhaps this is the year the satnav will finally stop saying:“Turn around when possible.” One can dream. And maybe, just maybe, that coffee you spilled under the seat last March will finally be found.
New customers: meeting evolving needs
With each New Year, customer expectations evolve faster than a driver changing lanes at rush hour. Technology, safety, and convenience are now the holy trinity of the private hire world. Customers want rides that are reliable, seamless, and somehow, always five minutes away - even if it’s snowing and there’s a marathon in town. The quest for the perfect ride continues, whether it’s a smooth journey to the airport or braving the festive crowds for a night out.
l Online booking: Customers now expect to book a ride as easily as ordering a pizza. If your app takes longer than a Margherita to arrive, it might be time for an update. And let’s be honest, some customers will try to track the driver like a pizza delivery, too.
l Contactless payments: Cash is so last year. The only coins customers want are the ones in their loyalty apps. For drivers, it means fewer trips to the bank and more time perfecting the art of polite small talk.
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l Safety first: Everybody loves a driver who knows the quickest route - bonus points if they also know the route to avoid potholes the size of small lakes. A good driver is worth their weight in GPS coordinates.
Whether it’s airport runs, school drop-offs, or a last- minute dash to buy forgotten birthday gifts, there’s a growing market for adaptable, reliable private hire services. The trick is to stay ahead of the curve - without accidentally curving into the next lane. And if you manage to avoid roadworks and surprise diversions, you deserve a medal - or at least a biscuit.
New drivers: joining the fold
The New Year invites many people to leap into new ventures. For some, it’s finally signing up for the gym (and actually going). For others, it’s joining the private hire industry - a place where every day is different and the GPS is occasionally wrong in entirely new ways. The camaraderie among drivers is unique: nothing bonds people quite like sharing stories of confusing roundabouts and unexpected detours.
For aspiring drivers, the appeal is clear:
l Flexibility: Set your own hours. Work when you want. Just be prepared for “one last job” at 2 am, and the inevitable: “Can you go just a bit further?” requests.
l Independence: You’re the boss - unless your satnav disagrees, in which case, good luck. And remember, the customer is always right - unless they’re directing you down a dead end.
l Meeting new people: Every fare is a new adventure. You might meet a future best friend… or someone who insists on telling you their life story before you reach the next street. Occasionally, you’ll even be asked for relationship advice, whether you want to give it or not.
Private hire operators can support new drivers with thorough training, open communication, and a sense of humour - especially when explaining why it’s important not to pick up passengers dressed as superheroes at 3 am (unless it’s Comic-Con). Veteran drivers can offer invaluable tips: for example, how to remain calm when the satnav wants you to “turn left” into a canal.
JANUARY 2026 PHTM
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