It’s not as easy to define the typical bus or train traveller as it was ten or twenty years ago – the early morning commuter, the midday shopper or the weekend explorer. So much has changed in the way people work, shop and socialise, it’s not surprising that the way we travel has changed too.
The Urban Transport Group’s 2024 state of transport survey suggests around 40% of workers now have the option to work from home, while retail footfall is still 14.9% down on pre-pandemic levels. At a time of rapidly shifting patterns of business and leisure travel, it can be challenging for public transport providers to identify exactly who their customers are and what they need.
To complicate matters further, today’s passengers have more choice than ever, and public transport is just one of those choices. The rise of micromobility means that people can navigate their city cheaply by e-scooter or bike hire, or hail a lift from an app on their smartphone.
Of course, there’s always the option to fire up the laptop and stay at home instead.
In a changing world, there are still some key aspects that today’s passengers have in common. So what does the new public transport passenger really want from their bus and rail providers?
A reliable transport service
Whatever the reason for their journey, passengers want to know their service will get them to their destination safely and on time.
To meet the needs of existing and new passengers, transport companies need a clear view of their operations so they can plan the service, manage what’s happening on the network and monitor performance.
In the bus control room, controllers match drivers with duties and vehicles to make sure there are buses on the routes when and where passengers need them – rather like a giant jigsaw puzzle where the pieces can move around at any time, without warning.
Similarly, train operators are constantly balancing demand with capacity, and linking this to staff rostering and driver fatigue and risk levels, to deliver the best possible service according to the resources available.
The task of planning, running and improving a service is increasingly complex in the less predictable world of the new passenger, which is why more bus and train operators are using technology to pull multiple control room systems together.
By consolidating all their operational data, transport companies have the insight they need to click together those jigsaw pieces and deliver a service people want to use.
Clear and relevant passenger information
They will be even happier if they are given information to help them re-plan their journeys.
Nobody wants to hear their train is late because there are leaves on the line, or their bus has been re-routed due to emergency road closures. But if passengers understand that decisions about a service have been made to keep them safe, they are much more likely to understand and accept those decisions.
Many train operators are now offering passengers digital information such as dynamic route maps, accessible timetables, alternative transport options and information about how busy a service is likely to be.
Train companies are also listening to passengers and adapting their approaches. When passenger groups expressed concern about how last-minute train announcements were causing a stampede to the platforms, dubbed the Euston Rush, Network Rail allowed passengers to board trains 20 minutes before departure.
Bus companies are listening to their passengers too, by collecting customer feedback and linking it with the data they hold on their routes, vehicles, drivers and road conditions, to gain clearer insight into the customer experience.
The more transport companies can do to understand the modern passenger, the better they will be able to meet their information needs.
Sustainable options for travel
Sustainability is occupying our thoughts and influencing our choices. The PWC 2024 Voice of the Consumer Survey, finds that consumers are increasingly prioritising sustainability in their consumption practices, as almost nine-in-ten (85%) say they are experiencing the disruptive impacts of climate change in their lives.
The new passenger is increasingly likely to have sustainability in mind when choosing to travel by bus or train, and the public transport sector should seize the opportunity to communicate its green credentials.
Bus travel is getting greener all the time. 2024 saw heavy investment in electric buses, with many bus operators adding electric buses to their fleets, while Surrey County Council have invested in a fleet of 34 hydrogen powered buses.
Rail is already a low carbon form of transport, and electrification is set to boost the decarbonisation agenda even further. The rail sector is well placed to encourage passengers to avoid the traffic jams and take the train.
Businesses looking for more sustainable travel options will be encouraged by figures from the Rail Delivery Group’s Green Travel Pledge which suggest that taking the train on the top 100 business routes in Britain is almost nine times greener than using a petrol or diesel car.
Whether people are travelling regularly or occasionally, for business or for pleasure, all passengers are looking for a positive travel experience, with the information they need to plan a safe, reliable and sustainable journey.
Velociti is helping bus and rail businesses meet the needs of today’s passengers. Find out more about our software and consultancy services for the transport sector.
