Plane or train? There are a number of factors that passengers consider before deciding whether to travel by rail or air. What's my carbon footprint? Is this a better environmental choice? How much does it cost? What time can I travel? Is that the best time for me? Where do I need to depart from?
Different types of travellers will weigh up these criteria differently to make their decision. And as with every mode of transport, the time spent on that mode of transport is only one part of the experience.
Often, it will come down to personal preference. For instance, some people may have a fear of flying. Others may be conscious of their impact on the environment, or a combination of different factors. There’s also the debate of which one leads the decision. For instance, a passenger may prefer train because of the environmental impact, but flying might be cheaper and that's what they can afford.
Here we look at how the rail industry can use existing opportunities to rival flying when it comes to passenger experience.
The passenger benefits of travelling by rail
Rail travel offers several advantages over flying. One of the main advantages is that travelling by rail is often more accessible because passengers can travel from city centre to city centre by train, whereas airports are normally situated on the edge of the city, meaning an extra cost and time consideration is involved in making the journey from the airport to the city centre and back again. The city-to-city experience by train is therefore more convenient and seamless for passengers, without them having to worry about connections for their onward journey.
City centre to city centre also offers an opportunity to create ticket + city experience bundles to alleviate the pain-point of planning, particularly if service partnerships facilitate a better pricepoint but also save time for researching and booking. This can be provided as 'one-click' add ons when booking online.
There are very few luggage restrictions on trains, with most luggage included in the ticket of travel. That means no queues to check-in or at security on train journeys. And there’s also no waiting to pick up luggage at the destination, as it can stay with them on the train, which provides a seamless onboarding and offboarding experience.
No luggage restrictions mean that you skip a step in having to weigh and then drop off your luggage, as well as alleviating the amount and level of decision making when planning before travel, easing the experience in pre-travel phase.
Similarly, passengers can usually choose where to sit on a train with no extra seating fees. And if they feel like changing seats or carriage, they can. So, they don’t have to endure sitting next to the person talking loudly on their phone for the whole journey.
On planes, passengers only really get a good view if they have a window seat, due to the tiny windows on aeroplanes. And that’s if you’re not flying through clouds. On a train, you can generally enjoy the view from both sides of the train, wherever you’re sat – and it doesn’t matter if it’s cloudy!
Enjoying the view also means that providers can link this to information services that passengers can access if they'd like to know more about the route and areas they’re travelling through.
The cost of travelling by rail
Ticket prices play a key role in the decision-making process for passengers. And in this case, many times, air travel wins. It’s one of the main drawbacks of travelling by train currently.
According to a Greenpeace report, out of 112 different routes analysed between London and other European cities, 79 journeys were cheaper if travelling by plane. There are many reasons for this – costs and tax structures are very different between rail and aviation. This is something that governments across Europe are looking to overcome as the objective of the EU and its Member States is to drastically reduce Greenhouse Gas (GHG) emissions, with an ambition to achieve climate neutrality by 2050.
The UK government plans to create a unified and simplified governance structure that places passengers at the heart of the mission, objectives and incentives for the railway, and places train operators under public ownership and control.
Rail travel in the UK poses many challenges, particularly around fares and timetables. The good news is that there are efforts being made to address these issues. For example, some UK rail companies are creating new partnerships which allow customers to change train for a fee, to address the issue of having to spend more money on tickets if your travel plans or timetable change.
Information and reservations challenges are also being examined, which provides opportunities to enable services and experiences that help passengers understand availability. Real-time data to provide passengers with accurate travel information, predictive maintenance to minimise delays, and AI-powered personalised services could transform the rail journey into a seamless and enjoyable experience.
How can rail rival flying?
The UK rail network is one of the oldest railways in the world. Yet it’s evolved significantly since the first railway was opened in the early 19th Century.
Infrastructure specialist Amey says that currently, much of the investment in the UK’s rail network is concentrated on improving the infrastructure so that train operators can run a smoother and more efficient service for its passengers.
The Rail Market Monitoring Report (RMMS) shows that the total length of the EU rail network in 2020 was around 201,000 kilometres, with about 57% of the network electrified. While the high-speed network stretched to over 11,500 kilometres, which is an increase of 14.5% since 2015.
One significant opportunity lies in digital transformation. The successful testing of the European Train Control System (ETCS) on UK mainlines marks the beginning of a new era of smart railways, where technology can be leveraged to enhance operational efficiency and customer satisfaction.
Capitalising on these benefits and improvements means addressing the pain points that still hinder passengers’ experience of rail. To truly rival the flying experience, the rail industry must focus on three key areas:
1. Enhanced comfort and convenience
Train operators should invest in modernising carriages with better seating, more space, and improved amenities. The success of services like Eurostar and Lumo’s affordable, comfortable and customer-focused approach demonstrates that passengers are willing to choose rail when comfort and convenience are prioritised.
In Europe, there’s been an increase in rail travel for leisure and holidays, and some providers have started to create bundles where train travel can be purchased alongside tickets for tourist destinations.
It’s important for train operators to consider the travel experience as part of the overall holiday experience for passengers. For instance, Norwegian rail company Vy has adapted some of its carriages to meet the needs of parents with young children. On some services it provides a dedicated carriage, which features a free playroom for children and an adjoining area with seating for the whole family where grown-ups can keep an eye on their kids while they play, read or watch a film.
There’s also been a resurgence of rail as an experience in itself, with specific experience offerings such as the Orient Express and its exquisite 1920s décor and dining room complete with soft subdued light, napa tables and armchairs.
2. Sustainability as a selling point
Rail’s lower carbon footprint compared to flying is a compelling argument in today’s eco-conscious market. However, this advantage needs to be communicated effectively to passengers.
A targeted campaign highlighting rail's sustainability benefits, coupled with tangible actions like reducing single-use plastics onboard and offering carbon offset options, could attract more environmentally conscious travellers.
With climate change and sustainability high on the global agenda, the shift from air to rail is not only desirable but inevitable.
The majority of railways lines between UK cities are now electrified, meaning that rail travel is far greener than air travel. The Green Travel Pledge backs up the fact that rail travel can be over 17 times greener compared to flying, which is a big attraction in today's modern world of sustainable travel.
According to train operator Lumo, a one-way trip between Edinburgh and London emits approximately 6.8 kgCO2e2 while the equivalent journey by plane emits 149 kgCO2e. That means a single passenger could make 22 one-way rail trips before creating the same emissions as a single flight.
Meanwhile, in Europe, 60% of the main line rail network is electrified, with 80% of traffic running on these lines. In Switzerland, almost all of its rail infrastructure is electrified, making it the most energy efficient network in Europe.
Today’s environmentally conscious traveller is looking for a more sustainable travel experience, which is why rail is an alluring option. However, to make rail the preferred choice for more travellers, the industry must drastically improve its passenger experience.
3. Better value for money
In order for rail to truly rival flying, the rail industry needs to reconsider its pricing structure and ensure that passengers are getting value for money from their travel experience. Currently some of the biggest passenger pain points involve overcrowding and delayed services, yet rail ticket prices continue to rise in the UK every year.
If the UK government is to hit is environmental targets, it needs to encourage more people to travel by rail. Countries including Germany, Austria and Hungary have started to introduce climate tickets which offer affordable train travel in order to encourage people to the railway. This also starts to create opportunities to complement the passenger experience with data and information or other ways to create environmental best practices. It starts to give providers a point of differentiation that sets them apart from competitors.
Enhancing the passenger experience in rail travel
By improving passenger experience, rail companies can boost demand and support a shift towards more train travel.
Train operators will need to be ready to overcome the current challenges and think more about the passenger experience. It’s key to define how to create a new experience benchmark for the industry to continue to provide differentiation, increase loyalty and remain relevant in order to compete with air travel options.
Knowing and understanding the motivations, behaviours and need of passengers is key to success for rail companies looking to make sure they can address these accordingly through the offer and experience they provide to their passengers.
With passengers increasingly prioritising experience and sustainability, the rail industry has a golden opportunity to position itself as the preferred mode of transport.
By focusing on value, comfort and convenience, rail can not only rival but surpass air travel in terms of passenger experience – making it a first-class experience for all.
Are you looking to reimagine your passenger journey? Get in touch.
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