Okay so I've been using National Express coach services for 4 years and never before have I had a problem with them, until now. A problem that caused me to lose my flight. A problem that in my opinion should be illegal, perhaps, it might actually be. Here's what happened. I bought my coach ticket online a few hours before its departure, 3:18pm, and everyone that have used their services before, should know that the seat is guaranteed for the respective coach reservation. Anyway, I'm not much of a queue type of guy, because it simply makes me anxious to be there waiting and waiting, so as usual, I sit in a cafe shop not more than 20 meters away and from which I have total visibility to the coach stop. And there I was again today. I saw the coach arrive and obviously everyone started queuing up, approximately around 25 people. So I let majority get onboard and then finally I make my way to the coach while there was still people getting onboard and queuing. Some of these people were buying tickets in the moment, but never I would imagine that National Express would sell my seat, which by terms and conditions is reserved and guaranteed to me, to other people buying at the coach door. I realised when for my surprise the driver goes "we are full", I was like whaaat???!!! So I tell the driver that I had done my reservation hours before and it is not fair that other people who didn't, got priority to board before me, but he said, it's "too late now bus is full", I insisted and he gave me attitude, oh well. What else could I do? I felt like punching him in the face, because what happened to me should be sincerely illegal, you pay for your seat and then they go and re sell it to someone else? I mean wtf?? I couldn't believe it. The coach departed, and then I ran to their shop across the road to ask information about the next coach and to make a complaint, but unfortunately it wouldn't arrive on time for my flight. I called a cab. In the meantime they offered me refund but I refused because being denied boarding could costed me a flight, which turned out to be the case, because next taxi available was 30 mins wait. So I logged a complaint and I will take matters legally if I have to, I feel that I was treated wrongfully and caused me much financial and moral damage to me and my family that I haven't seen for long time. I got to the airport and managed to get another flight for 100£ in two days, but to another city in same country. So yeah I'm really pissed off and hopefully it won't happen to anyone else. Make sure to stop people from buying tickets in front of you if you already have your ticket, because in the end you might just lose your seat like I did.