A focus on special interest tours is driving a family coach firm forward as it targets new markets.

Eastons Holidays runs around 600 day trips and 250 holidays a year from its Stratton Strawless base.

In the face of competition from last-minute deals websites, the business is pinpointing niche hobbies as a way to reach new customers.

These range from traditional day trips visits to stately homes to tours of JCB factory, knitting extravaganzas and a even a mystery lunch club for foodies.

Director Robert Easton, whose father founded the firm in 1953, said he went to great lengths to find new trips.

'We make our trip programme different to impress different markets,' he said. 'I go around and give talks to groups such as WIs or motor clubs and I tailor what I talk about to them. I am a member of three motor groups so we have developed the Petrolheads market. We are going to the London Motor Show and factories which has proved very popular.'

The company has also noted the rise in popularity of afternoon teas, a trend it has incorporated into many of its trips, and also runs a vintage hire arm, providing vehicles for weddings and school proms.

The variety of its programme was recognised at the recent British Coach Tourism Awards, where Eastons won gold for best excursion programme.

The firm, which employs around 20 people, also offers holidays to Europe and teams up with a consortium of travel providers to run cruises.

Tapping into the younger generation can be tricky, with the perception lingering that coach trips are for an older age group.

But Mr Easton, who runs the firm alongside his brother Derek, said: 'I think school buses haven't helped because people think of the coach they went to school on, but these are modern vehicles.

'People are surprised how different our coaches are.'

Customer service manager Alastair Douglass said: 'The younger market tends to be a bit more independent, they like to book their own trips, but it is easier to get them on the day trips, which can be a stepping stone.'

To that end the company, which turns over around £4m, uses Facebook and has a 10,000-strong email list to boost bookings.

In 2016, Eastons invested nearly £1m in the fleet to bring it up to European emissions standards.