Everyone should feel that rail travel is something they can use safely, easily and with dignity. However, this is often not the case on rail networks.
According to a 2022 report by Motability, the transport accessibility gap stands at 38%, which means that disabled people take 38% fewer journeys than people without disabilities. This can affect their access to jobs, healthcare and social occasions.
Inclusivity in customer experience (CX) was identified as the biggest trend in 2021, and the pandemic highlighted those issues, which has disproportionately affected minority groups, as well as bringing home some big issues around gender inequality. To remain competitive, it’s more important than ever to bring inclusivity into CX.
As the rail industry faces increased competition from other modes of transport, embracing inclusive design can be a key differentiator that drives customer satisfaction and loyalty. It has a vital role to play in making train travel more accessible and inclusive.
Here we look at the ways train operators are using inclusive design to transform rail travel.
What is inclusive design?
Inclusive design is the process of creating products, services and environments that are accessible and usable by as many people as possible, regardless of their diverse needs.
It’s not just about meeting the minimum standards set by regulations. It’s about creating an environment where every passenger – regardless of their physical abilities, age or other individual characteristics – can travel with ease and dignity.
In the context of the rail industry, this means designing stations, trains and services that accommodate a wide range of passengers, including those with disabilities, older adults, families with young children, and others who might have specific requirements. This includes level boarding, step-free access and tactile paving, which can make a significant difference for those who need it.
Removing barriers for more accessible rail travel
As one of the oldest rail networks in the world, many train stations in the UK hold a lot of historical value. This means that they often haven’t been modernised to the extent that they are fully accessible.
While some stations, particularly the major city terminals have transformed their facilities and operations to become more inclusive, others are lagging behind in what they can offer disabled passengers. That’s why train operators are doing their best to offer additional services to provide great CX and remain competitive.
Passenger Assist, for example, is a national system used by all train companies, which allows passengers to book the assistance they need for their entire train journey. This might involve arranging a ramp to help them get on and off the train by wheelchair, or help navigating the station and platform if they’re visually impaired. The aim of the service is to provide confidence to passengers that they can get the help they require to travel by train.
The implementation of ‘turn up and go’ assistance services by operators also allows passengers with additional needs to travel spontaneously without the need to pre-book assistance, signifying that this support is becoming more readily available and accessible.
To support hearing impaired passengers, some train operators are equipping their staff with training in British Sign Language (BSL). LNER was the first UK rail operator to introduce fully integrated BSL into digital departure screens across all its stations. The screens display signed videos alongside the latest customer information, including departure times, the train operator, destination, calling points and platform number. Any service updates are also translated into BSL.
Across Europe, the EU is committed to making rail travel accessible for all. It’s funding a number of projects to make the transport infrastructure and services more inclusive, accessible, affordable, and fair for all European citizens.
The importance of inclusive design in rail travel
Inclusive design isn't just for those with disabilities; it enhances the experience for all passengers. Wider doors, priority seating, and clear signage benefit everyone – from parents with prams to tourists unfamiliar with the language. Rolling stock design is trending towards more spacious interiors and with flexible seating options, making travel more comfortable for a diverse range of passengers.
When passengers feel confident that they can navigate a station or train independently, they are more likely to use the rail network regularly. This is especially true for those who might otherwise feel anxious about traveling alone, such as individuals with cognitive impairments or mental health disorders.
Rail travel is often a critical link to work, education and social activities. By prioritising inclusive design, train operators can ensure that everyone, regardless of their abilities, has equal access to these opportunities. This not only benefits individuals but also contributes to a more inclusive society.
Why things need to change to make rail more inclusive
A large segment of people don’t think that rail travel is for them, and are excluded from many services because current rail systems and environments do not support them or are perceived as inadequate.
Inclusive railways have the potential to enable people to travel, maximise opportunities and to thrive. And from a business and brand perspective we also know that it translates into a better experience for everybody.
Inclusive design is more than just a box-ticking exercise; it’s a strategic approach that can transform the passenger experience and deliver tangible benefits to both passengers and operators.
As train operators continue to modernise their rolling stock and stations, there is a tremendous opportunity to embed inclusive design at the heart of these improvements. By doing so, the rail industry can create a more welcoming, comfortable and accessible environment for all passengers, ensuring that rail travel remains a competitive and attractive option in the years to come.
Raising awareness of disabled travel
Not all disabilities are visible, which can make it harder for passengers to get the help they need. One in four disabled people say that negative attitudes from other passengers stops them from using public transport.
The UK’s Department for Transport set up ‘It’s Everyone’s Journey’, which has been designed to make public transport more inclusive.
Similarly, Southeastern has an Accessible Travel Advisory Panel (ATAP), which is made up of customers living and travelling on the Southeastern network. Not all panel members are disabled, but they all have lived experience of various impairments, either directly or through a relative.
As a group, they meet six times a year and bring a diverse range of experiences of assisted travel to inform and guide Southeastern’s accessibility team. The aim of the panel is to improve the train operator’s knowledge and understanding of the challenges faced by disabled people using its network.
In Europe, TRIPS addressed this by bringing disabled and elderly people who face social exclusion into the design of future transport solutions in seven European pilot cities.
We know that rail projects have the power to transform regions, their economies and the lives of the people who live there. Inclusivity goes beyond rail, it’s about jobs, the economy and more. Being an inclusive railway will have a knock-on effect, enabling people who are usually excluded from society because of physical and emotional factors to fully engage and take advantage of everything life has to offer.
At Engine, we help clients transform the experience they offer their customers, so it becomes easier and more enjoyable for everyone. Get in touch to see how we can help you.
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