John Boughton

Commercial Director National Express

John Boughton is responsible for all National Express Coach network revenues (>£250m), including core revenue, ancillary revenue, partnerships, sponsorships, festivals and contracts. John’s primary focus has been on growing National Express revenue since the time he first joined the company, which seen phenomenal growth in 2018. Pre National Express, at TUI, John’s biggest professional achievement was delivering TUI's mobile strategy, rolling out a single app in multiple languages to 10 countries, driving huge growth in engagement, sales, NPS. John is very passionate about nurturing curiosity and initiative to drive innovation – “there are so many good ideas that big businesses aren't often great at harnessing”. John is a passionate believer that commercial decisions are poor decisions if they don't consider the customer as too many people think those two things are unconnected. John enjoys traveling around the Falkland Islands. His dad lives down there half the year, and John notes that “…seeing the place as a local is very very different to seeing it as a tourist. Fascinating people, politics, history and wildlife.”