METRO Magazine has named Parsons & Sons Transportation Ltd. as its 2026 Motorcoach Operator of the Year, recognizing the Newfoundland and Labrador–based company for its longstanding commitment to safety, innovation, and community service.

METRO Executive Editor Alex Roman presented the award to the operation’s President/CEO Scott Parsons at the United Motorcoach Association’s EXPO in Birmingham, Alabama.

Founded in 1962 with just three school buses, Parsons & Sons has grown into one of Atlantic Canada’s most trusted providers of motorcoach and school bus transportation. Today, the family-run company operates a mixed fleet of more than 80 vehicles and employs nearly 100 people, serving clients across the tourism, education, energy, and public service sectors.

“We never chased awards, we just tried to do things right,” said Scott Parsons, president and CEO of Parsons & Sons Transportation. “To be recognized across Canada and the U.S. is an incredible honor. I wish my father and mother were here to see this.”

METRO’s 2026 MOTY

METRO’s Motorcoach Operator of the Year award recognizes operators who demonstrate excellence in safety performance, operational leadership, workforce development, and service to their communities.

Parsons & Sons stood out for its deeply embedded culture built on three core pillars — Safety, Service, and Reliability — a philosophy that has guided the company for more than six decades.

Safety, in particular, remains central to the operation. The company uses advanced telematics platforms, including GeoTab and Zonar, to monitor driver behavior and vehicle performance, translating real-time data into individualized training and coaching. Drivers and staff also participate in biweekly safety seminars, reinforcing continuous improvement across the organization.

Parsons & Sons has also been recognized for its technical excellence. Senior Motorcoach Technician Michael Mercer was named Prevost’s Top Motorcoach Technician in North America for 2025, highlighting the company’s emphasis on fleet maintenance and mechanical expertise.

Beyond operations, the company has gained industry attention for its leadership in employee wellness and passenger care. Initiatives include province-first naloxone training, inclusive service programs for passengers with physical and sensory disabilities, and a Community First/Safety First program focused on driver well-being and emergency response preparedness.

During the COVID-19 pandemic, Parsons & Sons demonstrated resilience and leadership by pivoting to support critical transportation needs. Scott Parsons personally operated motorcoaches to shuttle offshore workers during the height of the crisis, helping sustain operations through one of the industry’s most challenging periods.

Focused on Doing More of What it Does Right

Community involvement remains a defining characteristic of the company.

For more than 50 years, Parsons & Sons has supported local organizations, events, and charitable initiatives throughout Newfoundland and Labrador, often providing transportation services at no cost to meet community needs.

Despite its growth, Parsons & Sons continues to operate with a family-business mindset, supported by a new generation of leadership across operations, safety, and management.

Looking ahead, the company plans to continue expanding its training programs, technology investments, and service offerings while remaining anchored to its founding values.

“This award isn’t just for us,” Parsons said. “It’s for our drivers, our technicians, our customers, and our community. We’re proud to represent Newfoundland and Labrador, and we’re not done yet.”