I think this is quite an interesting debate which covers a multitude of areas under the umbrella of reversing passenger decline. Firstly, keeping the passengers you have and growing that market then secondly attracting car users. There are also other aspects but from what I've seen, those two areas seem to be the most targeted (see rear end adverts on buses relating to taking the stress out of parking etc).

I am a driver for one of the big companies but I was also a big bus user precovid. I have since became more dependant on my car (which I share with my wife) but in the past couple of weeks I've been using public transport (buses and Metro) and I've been using them as a parent (alone) with 2 kids with one of them in a pram.

Journey times and frequency puts me off bus use especially on Sundays. For example from my house to the Metrocentre I have the following options:

Car (with free parking) 35 - 45 mins depending on traffic and route taken

Walk to Metro at Seaburn (15 - 20 mins), change to bus at Gateshead and then Gateshead to Metrocentre by bus (45 mins to 1 hour depending on how fast the kids walk)

Walk to Southwick Green (15 mins), 56 to Gateshead then change onto another bus (1 hour 15 approx)

Previously I could have got a bus direct to the Metrocentre from Southwick, the X88 albeit on weekends and Bank Holidays only and that took around 50 mins depending on traffic plus a walk to the green.

Changing buses mid route (whether this be a main Interchange point or a random street) puts me off public transport especially when I have the kids with me. When I'm alone, I don't mind but it's not ideal. I understand that you cannot have direct buses to every location, I feel that a bus to the Metrocentre which is a main shopping location is a missed opportunity. That said, GNE struggled with Sunderland to Newcastle expresses but Stagecoach seems to be keeping on top of the X24. When the Metro finally gets its new trains would passengers make the switch for a quicker (and more environmentally friendly) journey?

Bus journeys need to be indirect in order to stop and pick up passengers. You couldn't run a bus to Newcastle from Sunderland with 1 stop and each terminus however that's what a competing car would be. Bus journeys could ve speeded up with more bus lanes, bus lane enforcement and traffic signal priority of which that is up to local councils and highway departments. Buses can be the best ever but if they are stuck I traffic like the car then what's the point?

From the comments above regarding features on vehicles. Another great gimic however if a bus turns up without those features on a route which should have them, then the product (bus journey) isn't what the passenger expected. What can be done? Free tickets to entice passengers back for another try or half price fares? If I go to a hotel and my room is supposed to have X, Y and Z facing it doesn't, I complain and get a refund (partial or full). I'd never complain if a bus never had working wifi or plug sockets but why advertise it for a service if there's a chance it won't be there? Apart from having vehicles of the same specification at a depot, there's nothing that you can do here. First impressions count and it can put people off if its not what they expected. In a car you have (normally as standard) air con, radio or other entertainment services, comfortable seats with decent leg room and a clean vehicle interior. Can the same be said for public transport? Whilst on the subject of vehicle features, whatever happened to 'Gold Standards from GNE. I'm sure you were supposed to get a refund if the bus was late over a certain period of time. Arriva Sapphire also had high standards when introduced.

Finally, I will discuss something highlighted in recent comments - mask wearing. I know what the government stance is but different companies have taken different stances. Metro has made face coverings a condition of carriage however this isnt enforced. I very rarely use the Metro but have done so quite often in the past 2 weeks. I've noticed cleaners on trains and in stations and none have been wearing face coverings. Face coverings on trains has been hit and miss. The ages of people not wearing them varies too. On buses I have seen a significant amount of people not wearing them (noticeably less than before). In a car, no mask is needed. I am not here to start a debate on mask wearing and why people do or do not wear them but I think potential passengers need to be asked if they are happy to wear a mask or if it puts them off using public transport (I recently got an interview from Nexus on this very subject).

Covid has devastated the public transport industry and the 'avoid public transport' message has probably scared off many people. Maybe this was a wake up call the industry needed to spark change (if your looking for something good to come from this)?