Inter-city coach services have been losing passengers, leading companies to cut back on how often they run. But reducing frequency might actually make things worse by discouraging passengers. A study found that the number of passengers and how often coaches run are connected. Long-distance routes are hit hardest by changes in frequency, while routes between counties are more sensitive than those between cities. Increasing how often coaches run could help bring in more passengers, especially on routes between counties. It's important for coach companies to focus on different strategies for different routes to avoid competing with other transportation options like high-speed trains.